At the age of modern technology, publishing houses not only need to compete between themselves but also with other forms of entertainment, such as the Internet, video games or television. Therefore, the need to improve children’s book advertising campaigns has been observed. The object of this article is the advertisement of Tomas Dirgėla’s books for children. The objective of this research is to analyze the strategies used by Tomas Dirgėla in promoting his books for children. In order to extend the knowledge of the scientific field, theoretical literature review was conducted as well as the analysis of the author’s social media content, the qualitative empirical research (an interview was held with the author of children’s books T. Dirgėla), and the quantitative empirical research (an online survey for book readers). It has been identified that the reason why advertising for children is unique is because it involves a double audience – not only children but also their parents. Other factors that make advertising to children more effective are visuality, interactivity and the multimedia format. The main form in which advertisements for T. Dirgėla’s books can be seen are social media posts. There were also non-traditional forms of advertising found. T. Dirgėla attributes his success in advertising to being original, funny and simply indirect in his promotional content. The survey participants also described the writer’s promotional work as innovative and creative.
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