# Campaign Strategy Document: "Shadows of Deception" Book Launch

## 1. PRODUCT SUMMARY
"Shadows of Deception" is a gripping psychological thriller by debut author Alex Rivera, following a neuroscientist unraveling a conspiracy that blurs the lines between reality and manipulation. Key selling points include its pulse-pounding plot twists, relatable protagonist grappling with trust issues, and timely themes of digital surveillance and personal betrayal that keep readers hooked until the final page. Perfect for fans of Gillian Flynn and Lisa Jewell, it's an unputdownable debut available in ebook, paperback, and audiobook formats.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women**  
- Age range: 25-45  
- Platforms: Instagram, TikTok, Goodreads  
- Purchasing triggers: BookTok recommendations, author AMAs, limited-time discounts  
- Emotional state: Stressed from daily life, seeking escapist thrills and emotional catharsis  

**Secondary 1: Professional Book Clubs**  
- Age range: 35-55  
- Platforms: LinkedIn, Facebook Groups, Email newsletters  
- Purchasing triggers: Peer reviews, discussion prompts, bulk club buys  
- Emotional state: Intellectually curious, craving smart conversations and shared insights  

**Secondary 2: Aspiring Mystery Readers (Young Adults)**  
- Age range: 18-24  
- Platforms: TikTok, Instagram Reels, Reddit  
- Purchasing triggers: Viral unboxings, ARC giveaways, relatable character edits  
- Emotional state: Adventurous and binge-prone, excited by fresh voices in genre fiction  

## 3. MESSAGING PILLARS
1. **Unputdownable Twists**: Every piece reinforces the book's heart-racing suspense and jaw-dropping reveals that demand "just one more chapter."  
2. **Relatable Betrayal**: Highlight the raw emotional journey of trust shattered in a hyper-connected world, resonating with readers' own vulnerabilities.  
3. **Debut Must-Read**: Position Alex Rivera as the next big thriller voice, backed by early praise and exclusive access for superfans.  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| Visual Social | Instagram/TikTok | Reels/Stories: Teaser clips, BookTok edits, author Q&As, ARCs unboxings | 5x/week (3 IG, 2 TT) | Zara |
| Professional Networking | LinkedIn | Posts: Author spotlights, industry insights, book club invites, endorsements | 3x/week | Leo |
| Warm Audience Nurturing | Email (Klaviyo/Mailchimp) | Newsletters: ARC offers, exclusive excerpts, launch reminders, review requests | 2x/week | Maya |
| Credibility Building | Press (PR Newswire, book blogs) | Releases, guest articles, podcast pitches | 1x/phase | Leo |
| Community (Additional) | Goodreads/Reddit | Reviews amplification, AMAs, giveaways | 2x/week | Zara |
| Paid Amplification (Additional) | Facebook/Instagram Ads | Carousel ads, retargeting video | Daily during Launch/Post-Launch | Maya |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 weeks before):** Build hype with teaser visuals (mysterious shadows, cryptic quotes), ARC/early access offers to 100 influencers and reviewers, and targeted outreach to BookTok creators and book clubs. Goal: 5K email sign-ups and 50 influencer commitments.  

**Launch Week:** High-intensity push with daily social posts/Reels, full email blast sequence, press release distribution to 200 outlets, and $5K ad spend on lookalikes of thriller buyers. Live author IG/TikTok sessions and Amazon deals.  

**Post-Launch (Weeks 2-8):** Amplify reader reviews via social shares and email roundups, foster community with Q&A threads and fan art contests, retarget website visitors/email opens with discount ads. Monitor sales velocity.  

**Long-Term (Months 3-12):** Shift to evergreen content like "behind-the-book" author series, build reader community via private Discord/FB group, cross-promote with backlist thrillers and author events for sustained sales.  

## 6. SUCCESS METRICS
1. **Sales Conversions**: Baseline: 0 (pre-launch). Target: 10K units sold in first 3 months (tracked via BookScan/Amazon KDP).  
2. **Engagement Rate**: Baseline: 2% (current social avg). Target: 8% avg across IG/TT (likes/comments/shares per post).  
3. **Email/List Growth**: Baseline: 1K subscribers. Target: 15K new sign-ups, 35% open rate (Klaviyo analytics).  

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts/Reels: teasers, quotes, carousels)**: Zara  
- **Email Sequence (8 emails: welcome, ARC request, launch blast, review nudge, post-launch roundup)**: Maya  
- **Press Release (full doc + 5 media pitches)**: Leo  
- **Ad Copy/Creatives (10 variants for FB/IG ads, retargeting)**: Maya  
- **Author Bio/Media Kit (PDF with headshots, Q&A, endorsements)**: Leo  
- **Influencer Outreach List (100 contacts + personalized DM templates)**: Zara  
- **Review Amplification Toolkit (graphics, share prompts)**: Zara  
- **Goodreads/Reddit Giveaways (setup + monitoring)**: Leo  
- **Evergreen Content Calendar (12 months: blogs, videos)**: Maya  
- **Community Engagement Playbook (Discord setup, contests)**: Zara