EXPOSING CARBS' DIRTY SECRET
Grain Brain, by Dr. David Perlmutter, is an expose of the surprising truth about wheat, carbs, and sugar – your brain’s silent killers. Our modern lifestyle is incongruous with our evolutionary needs, and Grain Brain outlines a path towards better brain and body health by changing the food we eat. The author, a well-credentialed expert in his field, was respected in his community, but had little name recognition or platform beyond the industry.
We were brought in by the publisher, Little, Brown, and Company, to build Dr. Perlmutter’s social media presence in anticipation of this September 2013 release. The goal: chart on the New York Times Best Sellers list.
It’s about the man and the message, not just about the book. We established a guiding value that Dr. Perlmutter is a scientist, an academic, a practicing doctor – not just an inspirational figure.
By positioning Dr. Perlmutter as the brand, we played the long game. We knew that his message could be seen as out of the box, and we needed to make sure that his audience knew that there was deep credibility behind it. Three years and four books later, David Perlmutter is household name and a leader in the space.
Through a coordinated content strategy that put science first, we grew his Facebook presence from just 432 likes to, today, over 370,000 – generating over 250 million impressions in the process. A series of mini-infographics gave Dr. Perlmutter’s fans bite-sized and shareable content that helped turned them into active ambassadors, spreading our message exponentially. On a regular basis, we saw content reach more than 100% of the page’s audience.
Complimentary, “scroll-stopping” content on Twitter, Pinterest, Quora, and other platforms all played a role in furthering this mission.
Beyond our content strategy, we left no stone unturned in building Dr. Perlmutter’s brand and the reach of his life-changing message. We built his web home at DrPerlmutter.com, which has grown to over 1,000 pieces of content and half-a-million monthly visitors.
Activating on the red-hot gluten-free and paleo communities, we worked with Dr. Perlmutter to partner with dozens of fellow scientists, authors, and other experts to spread his work both during the launch of Grain Brain and beyond.
The success of Dr. Perlmutter’s message on social helped move the needle, driving sales of Grain Brain through the roof and placing the title at the top of Best-Seller lists on the New York Times and Amazon. With over a year on the Times list, Grain Brain has proven to have a lasting impact on the nation’s health conversation – also evidenced by earning the honor of being the overall top selling hardcover non-fiction book of 2014.
A follow-up cookbook was released in September 2014, and Brain Maker: The Power of Gut Microbes to Heal and Protect Your Brain – for Life debuted in April 2015, both becoming instant best-sellers. Today, with The Grain Brain Whole Life Plan scheduled for a November release, Dr. Perlmutter’s mission has grown to reach millions through both digital and traditional means.
Most importantly, Grain Brain has helped change lives. We’ve witnessed countless comments, messages, and notes that have shown the powerful impact of the book and its message of empowerment. That’s all we needed to see to know its been a job well done.
Grain Brain has become a national best seller, a number one best seller, in no small part due to the efforts of Digital Natives. These guys have been an incredible team to work with and I continue to work with them. They are available, they are conscientious and they get the job done. These guys get two thumbs up from me for all of their work.
David Perlmutter MD
Author, Grain Brain, The Grain Brain Cookbook, and Brain Maker
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