Penguin Books Australia is taking over TikTok with twink-based marketing

When it comes to marketing tactics, Penguin Books Australia has cracked the code.

In a recent series of viral TikToks, the publishing company has been recreating the choreo from Troye Sivan’s latest music video, “Got Me Started,” while showing off its wares.

How does gay pop music blend with book sales? While one featured team member performs Sivan’s intricate dance moves, other employees strike poses with their favorite books. Penguin’s first video featuring the dance was captioned, “Our TOP booktok picks.” Don’t think we didn’t catch the double meaning.

When that TikTok went viral, the company followed up with a sequel, this time captioned, “We made Troye Sivan an avid reader. What did you do today?” That claim needs to be investigated — but whether or not Sivan has seen the videos, his fans certainly have, with the two TikToks having a combined 95,000 likes.

The comments all agree: Penguin’s marketing team has struck gold. “You just made me open a book for the first time in 8 years,” wrote one user.

“Because reading is what? Fundamental!” commented another.

Even other brands got in on the action. “Don’t show my boss this, I can’t dance THAT good 😅,” wrote fitness company Equinox.

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Of course, these videos wouldn’t be possible without Penguin’s leading dancer, an employee named Will Bennett. Bennett has starred in plenty of dances videos for the company, including TikToks set to “Back on 74” by Jungle and “Revolting Children” from Matilda the Musical.

If you’re on the market for a new TikTok crush, Bennett’s a solid choice. Per his TikTok bio, the dancer is “just trying to have a good gay,” and he posts no shortage of dances to his personal account, @willbennett2000.

And if you want to learn the “Got Me Started” dance yourself, Sivan himself posted a tutorial. Beware: this choreo isn’t for beginners. As Sivan says at the top of the video, “We’re not f***king around” — which only makes Bennett’s dancing all the more impressive. 

We’re sure to see more of Penguin’s takes on Sivan’s music when his new album Something To Give Each Other comes out on October 13.