As BookTok exploded, we saw an opportunity for Audible to turn the cultural momentum around romantasy into an ownable franchise.

We created Between The Sheets, Audible’s first influencer-led YouTube franchise, bringing the personalities, fandom and conversations driving BookTok to the brand’s channels. As Audible’s Social & Influencer lead, we identified Brooke Averick as the ideal BookTok-native host and built the series around her. We developed the concept, format, creative and content strategy, and managed production and rollout.

From there, we cast for cultural impact, booking guests who were having a moment in culture—from Dylan Efron to BookTok favorite Teddy Hamilton—giving the series a timely connection to both broader internet culture and the fandom driving the BookTok conversation.

Designed as both long-form entertainment and a short-form social content engine, the series gave Audible a credible way into BookTok culture while creating a repeatable franchise built to keep the brand part of the conversation.