The Autobiography of Jane Eyre Social Media Strategy

The Autobiography of Jane Eyre was a passion project that garnered a cult following through the immersive online narrative I crafted through various platforms like Tumblr, Pinterest, Twitter and online websites.

To make Jane’s world immersive I created an Instagram and Twitter too. She was just like her fans and mostly posted on Tumblr and Instagram would just show a few photos she would post of her life. The character didn’t have much family and the Jane’s brand was better suited to Tumblr

The main story was told through YouTube, with suspense being drawn out through the release of episodes. Since a lot of the original novel is inside Jane’s head I created a Tumblr blog r.com/which is a platform a lot of avid readers were on at the time. I scheduled posts and images the referenced her love of tea and feelings she might be having as the episodes aired and even when they didn’t.

To truly add to the immersive experience when new characters were introduced so were their online presences.

In November of 2013 the producers wanted to launch an Indiegogo campaign for funding to finish the rest of their web series.

I implemented special group incentives in addition to individual incentives that we offered like branded mugs and posters, to reach their modest goal of $5,000. The team prepared bonus content that would motivate their fans at the prospect of bonus content. I looked at social media and what the fans wanted to see. Videos of the male lead, of bloopers, and of behind-the-scenes content on set.

The outcome was their goal being achieved by day one.

In order to reach the stretch goal I staggered the release of these incentive videos and announced additional content to keep the momentum going. The Funds raised was 224% of their target.