# 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 fabricated memories. Key selling points: pulse-pounding twists that keep readers guessing until the final page, relatable protagonist grappling with trust and identity, and timely themes of digital manipulation in an AI-driven world—perfect for fans of "Gone Girl" and "The Silent Patient."

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Bookworms**  
- Age range: 25-45  
- Platforms: Instagram, TikTok, Goodreads  
- Purchasing triggers: Buzz from BookTok trends, author AMAs, limited-time discounts  
- Emotional state: Craving escapism from daily stress, seeking intellectual thrills and "what if" discussions  

**Secondary 1: Professional Women in Tech/Creative Fields**  
- Age range: 30-50  
- Platforms: LinkedIn, Email newsletters  
- Purchasing triggers: Endorsements from influencers in psychology/tech, relatable career-driven protagonist  
- Emotional state: Empowered yet anxious about work-life balance and digital privacy  

**Secondary 2: Aspiring Writers & Industry Insiders**  
- Age range: 22-35  
- Platforms: LinkedIn, Twitter/X  
- Purchasing triggers: Behind-the-scenes publishing insights, debut author success stories  
- Emotional state: Inspired and competitive, hungry for networking and craft tips  

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3** core messages:  
1. **Unputdownable Twists**: "One lie changes everything—dare to question reality?"  
2. **Relatable Mind Games**: "In a world of deepfakes, who can you trust? Not even yourself."  
3. **Debut Must-Read**: "Alex Rivera's 'Shadows of Deception' is the thriller debut that redefines suspense."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels (book teasers, plot hooks, author reads), Stories (polls/Q&A), Carousel posts (quotes + visuals) | 5x/week (3 TikTok, 2 IG) | Zara |
| **Professional** | LinkedIn | Long-form posts (author insights, themes in tech), Articles (guest posts on memory/AI), Video interviews | 3x/week | Leo |
| **Warm List** | Email (Klavyio/Mailchimp) | Newsletters (ARC reviews, exclusive excerpts), Sequences (nurture to purchase) | 2x/week during phases, 1x/month evergreen | Maya |
| **Credibility** | Press (PR Newswire, BookBub, lit blogs) | Press releases, Guest articles, Podcast pitches | 1-2x per phase | Leo |
| **Additional: Community** | Goodreads/Amazon + Discord | Reviews amplification, Giveaways, Reader group discussions | Ongoing, 2x/week peaks | Zara |
| **Additional: Paid** | Facebook/Instagram Ads | Retargeting video ads, Lookalike audiences | Daily budget $50-200 during launch/post | Maya |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 weeks before release):** Build hype and exclusivity. Teasers (cryptic Reels/Stories), ARC/early access offers to 100 influencers/reviewers, targeted outreach to 50 BookTok/LinkedIn influencers for unboxings. Goal: 5K pre-save/pre-order impressions.  
**Launch Week:** Maximum visibility. Daily posts across all channels (e.g., live author Q&A on IG), full email blast to 10K list, press release distribution, $1K ad spend on lookalikes. Goal: 20K impressions, 2K sales Day 1.  
**Post-Launch (Weeks 2-8):** Sustain momentum. Amplify top reviews (user-generated TikToks), community engagement (Discord AMAs, Goodreads giveaways), retargeting ads to cart abandoners/site visitors. Goal: 50K total engagements, steady 500 sales/week.  
**Long-Term (Months 3-12):** Nurture loyalty. Evergreen content (podcast recaps, themed reading lists), reader community building (exclusive Discord for superfans), backlist marketing (bundle with similar thrillers). Goal: 10K email subscribers, sustained Amazon ranking Top 100 Thriller.

## 6. SUCCESS METRICS
1. **Sales/Pre-Orders**: Baseline: 0 (pre-campaign). Target: 10K units sold in first 3 months (tracked via BookScan/Amazon KDP).  
2. **Engagement Rate**: Baseline: 2% (historical agency avg). Target: 8% across social (likes/comments/shares via native analytics).  
3. **Email Open/Click Rate**: Baseline: 25%/3%. Target: 40%/10% (tracked via email platform), leading to 15% conversion to sales.

## 7. EXECUTION TASKS
- **Social Media Pack** (10 IG/TikTok templates, 5 carousels, caption bank): Zara  
- **Email Sequence** (5-email nurture: welcome/ARC/teaser/launch/reminder; 3-post-launch): Maya  
- **Press Release** (2 versions: launch + 1-month review roundup): Leo  
- **Ad Copy & Creatives** (5 ad sets for FB/IG, retargeting): Maya  
- **Author Bio/Media Kit** (1-pager bio, high-res photos, fact sheet): Leo  
- **Influencer Outreach List & Tracker** (100 contacts, personalized pitches): Zara  
- **Review Amplification Kit** (Graphics for top reviews, shareable quotes): Zara  
- **Evergreen Content Bundle** (5 LinkedIn articles, 10 email newsletters): Leo  
- **Discord/Community Setup** (Welcome kit, moderation guidelines): Maya  
- **Analytics Dashboard** (Weekly KPI reports in Google Sheets): Maya  

**Approval Workflow:** Maya reviews all assets before publish. Total budget: $15K (50% paid ads, 30% influencers, 20% tools/PR). Launch Date: [Insert Date, e.g., Oct 15]. Contact: maya@crimsonleafmarketing.com.