# Campaign Strategy Document: "Shadows of Deceit" by Elara Voss

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a 12-month multi-channel campaign to launch and sustain sales for *Shadows of Deceit*, a psychological thriller. Budget allocation: 40% paid ads, 30% content creation, 20% influencer/press, 10% tools/analytics. Total projected reach: 500K impressions, 10K sales target.

## 1. PRODUCT SUMMARY
*Shadows of Deceit* is a pulse-pounding psychological thriller following Lila Kane, a grieving widow who uncovers a web of family lies that threaten her sanity and safety. Key selling points: Razor-sharp twists that rival *Gone Girl*, a deeply relatable protagonist grappling with betrayal and resilience, and a binge-worthy pace perfect for BookTok obsessives seeking emotional thrills without gore.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women 25-40)**  
- Platforms: TikTok, Instagram Reels.  
- Purchasing triggers: Viral #BookTok reviews, teaser videos, "one-sitting read" hype.  
- Emotional state: Thrill-seeking escapism amid busy lives; anxious for suspenseful nights in.

**Secondary 1: Professional Women in Book Clubs (Women 35-55)**  
- Platforms: Facebook Groups, Email, Instagram.  
- Purchasing triggers: Discussion prompts, author AMAs, relatable themes of midlife reinvention.  
- Emotional state: Yearning for intellectual stimulation and shared stories.

**Secondary 2: Thriller Fans via Professional Networks (Men/Women 30-50)**  
- Platforms: LinkedIn, Twitter/X.  
- Purchasing triggers: "Smart reads for downtime" endorsements from influencers.  
- Emotional state: Stressed executives craving high-stakes mental puzzles.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 pillars**:  
1. **Unravel the Lies**: Tease mind-bending twists that keep readers guessing until the final page.  
2. **Feel the Betrayal**: Connect emotionally with Lila's raw journey of loss, doubt, and empowerment.  
3. **One Click to Obsession**: Position as the ultimate unputdownable escape for thriller addicts.

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels/Stories: Teasers, ARC unboxings, "plot twist" hooks, user-generated reviews. | 5x/week (3 TikTok, 2 IG) | Zara (Content Creator) |
| **Professional** | LinkedIn | Posts/Articles: Author insights, "thrillers for leaders," polls on betrayal themes. | 3x/week | Leo (Copywriter) |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters: Excerpts, exclusive Q&As, segmented offers (e.g., BookTok bundle). | Weekly + 3 blasts (launch phases) | Maya |
| **Credibility** | Press (PR Newswire, BookBub) | Releases, features, podcast pitches. | 1x/month + launch burst | Maya |
| **Additional: Community** | Facebook Groups/Goodreads | Discussion threads, giveaways, review amplification. | 4x/week | Zara |
| **Additional: Paid** | Meta Ads/TikTok Ads | Carousel ads, video retargeting (lookalikes from BookTok). | Daily during launch (budget: $5K/week) | Maya |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release):** Build hype with teasers (e.g., cryptic IG Reels), ARC/early access offers to 50 influencers/BookTokers, email sign-up drive for exclusives, initial press outreach for features. Goal: 10K email subs, 50K impressions.

**Launch Week:** Daily social posts (countdown to release), full email blast to list + new subs, press release distribution, $10K ad spend on TikTok/IG for top-of-funnel traffic. Live author IG/TikTok sessions. Goal: 2K first-week sales.

**Post-Launch (Weeks 2-8):** Amplify reviews (share 5-star pulls on social/email), community engagement (Goodreads Q&A, FB group challenges), retargeting ads to cart abandoners/site visitors. Influencer review roundups. Goal: Sustain 1K sales/week.

**Long-Term (Months 3-12):** Evergreen content (e.g., "Why Thrillers Heal" blog/LinkedIn series), reader community (private FB group, monthly newsletters), backlist cross-promo (bundle with author's prior books). Quarterly press refreshers. Goal: 50% recurring revenue from community.

## 6. SUCCESS METRICS
1. **Book Sales (Primary KPI)**: Baseline: 0 (pre-launch). Target: 10K units (tracked via KDP/BookBub dashboard).  
2. **Engagement Rate (Social)**: Baseline: 2% (industry avg). Target: 8% (likes/comments/shares on IG/TikTok).  
3. **Email Open/Click Rate**: Baseline: 20%/2%. Target: 35%/5% (Klaviyo analytics).

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: 15 TikTok Reels, 10 IG carousels, 5 Stories templates)**: Zara.  
- **Email Sequence (7 emails: Welcome, Teaser, Launch Blast, Review Ask, Retarget, Community Invite, Evergreen)**: Maya.  
- **Press Release (Launch + 2 follow-ups)**: Maya.  
- **Ad Copy/Setups (10 ad variants for Meta/TikTok, including retargeting)**: Maya.  
- **Author Bio/Media Kit (PDF with headshots, Q&A, fact sheet)**: Leo.  
- **Influencer Outreach List/Script (50 contacts, DM templates)**: Zara.  
- **Review Amplification Graphics (20 shareable review pulls)**: Leo.  
- **Evergreen Content Bundle (5 LinkedIn articles, 3 blog posts)**: Leo.  
- **Goodreads/FB Group Assets (Giveaway posts, discussion guides)**: Zara.  
- **Analytics Dashboard Setup (Weekly reporting template)**: Maya.

**Next Steps:** Schedule kickoff call with Leo & Zara. Approve budget by EOD. Questions? Reply here.  

**Maya**  
Director of Marketing Operations  
Crimson Leaf Marketing