Bram Stoker's Dracula
Book & Story Marketing Campaign Concept (Spec )
Challenge:
To reintroduce Bram Stoker’s Dracula to a modern audience who may perceive it as an outdated classic rather than a suspenseful, emotionally compelling story.
Strategy:
I explored three different perspectives on the story: psychological horror, emotional drama, and gothic thriller.
Each back cover emphasizes a particular aspect of the novel, showing how the same story can connect with readers for different reasons.
Psychological Horror
Atmosphere. Dread. Growing Fear
Emotional Drama
Friendship. Loyalty. Sacrifice
Gothic Thriller
Survival. Consequences. The Hunt.
Meta Ad Campaign
Selected Concept: Gothic Thriller
Of the three concepts, the Gothic Thriller approach was selected for social media advertising due to its clear protagonist, high-stakes conflict, and strong narrative hook.
I developed A/B test variations to demonstrate how the campaign could be tested and optimized.
Variation 1 - Character Hook
Image: Man facing Dracula’s castle
Headline: He was the first to meet him
Body: He may be the last to survive him
It was a routine business meeting—until it wasn't.
Jonathan Harker soon realizes his client is not what he seems. He escapes Dracula's castle, only to discover he didn't escape Dracula.
CTA: Enter Dracula’s World
Variation 2 - Consequence Hook
Image: Man running from Dracula’s castle
Headline: He escaped the castle
Body: But he did not escape what was inside
Jonathan Harker returns home only to discover the horror had already taken hold of the town. He joins a small group of allies determined to stop Dracula before he claims more lives.
CTA: Enter Dracula’s World