Bonfire Merch Drop

Case Study: Bonfire Merch

Books & Books, one of the country’s most beloved independent bookstores launched its very first fundraising event in the midst of the 2020 pandemic. Designed to further encourage loyal patrons to support an iconic small business, the fundraiser asked for donations in exchange for official t-shirts, tank tops, and tote bags.  The rare opportunity to own branded merchandise sparked joy and excitement within the local community and beyond. Books & Books partnered with Bonfire for the initiative, an organization built to make fundraising easy and organized for small businesses and nonprofits. 

What we did

In a coordinated effort with the Books & Books marketing team, the Bonfire fundraiser launched its two-week campaign. Mochee executed promotion for the campaign on Facebook, Instagram, and Twitter. We reached out to local authors and key members of the local literary community for their support on social media and provided them with pre-approved content and images to assist in their efforts. Mochee’s creative team captured images to accompany the campaign on social media, in email marketing, and on their website. These images were the only photographs of the merchandise used throughout the campaign and were also shared on the official Bonfire channels, a level of exposure not normally provided by the brand to its partners. We also teamed up with local “bookstagrammers” to amplify the message to their extensive network. 

Messaging was posted at least 4x per week on all platforms in the form of traditional posts, Facebook events, and Instagram Stories. Mochee also executed a paid strategy for the campaign yielding a very impressive cost per action. The campaign garnered 215k impressions on the Books & Books social media channels alone. 


Due to its popularity, the fundraiser was extended for an additional two weeks. Fans who were unable to visit the store due to the current climate or had already patronized the bookstore’s online shop were given a new way to show support and engage with a favorite local literary outpost. The campaign eventually sold over 880 individual pieces of merch, with proceeds providing valuable resources to the Books & Books team. The staff plans to launch another batch of exclusive merch with Bonfire in the fall. 


  • Garnered over a quarter million organic impressions in less than four weeks
  • Paid efforts finished with a low CPR (of $0.13) with 4% CTR
  • Solidified partnerships with local bookstagrammers
  • Built anticipation for future merch drops


Social Media Management, Product Launch, Photography, Social Media Advertising


Books & Books