Removing the stigma from romance novels

For the launch of Audible Escape (Amazon’s first romance subscription), our goal was to convince readers that they’d love listening even more. But in doing so, we uncovered a deeper insight: many people were hesitant to identify as romance readers. So why all the stigma in the genre? Perhaps it’s because the fantasy has a female gaze…or is it all those abs? Being ashamed of what you read (or listen to in this case) is ridiculous. And who better to dispel that myth than powerhouse comedian Mindy Kaling. 

  • brand strategy + positioning
  • campaign development
  • TV + digital video
  • social content
  • brand ID + tone