## OBJECTIVE
Drive 3,000 pre-order sales for "Midnight Heist" (urban fantasy thriller by Alex Rivera, launching Oct 15) via a TikTok BookTok influencer amplification campaign, measured by unique promo code redemptions on BookFunnel landing page within 90 days.

## TARGET AUDIENCE
- **Primary segment**: Women 18-34, heavy TikTok users (daily 30+ min), fans of urban fantasy like Sarah J. Maas or Leigh Bardugo, in consideration buying stage (browsing #BookTok, wishlisting on Goodreads but not yet purchased).
- **Key insight**: They need to feel the adrenaline rush of high-stakes heists and forbidden romance through fast-paced, visually immersive 15-sec clips that tease plot twists, making them swipe-up to pre-order for instant escapism.

## TACTICAL PLAN
- **STEP**: Set up dedicated TikTok account (@MidnightHeistBooks) with bio linking to BookFunnel pre-order page, optimized profile pic (book cover glow-up), and 3 pinned videos teasing prologue.
  - **OWNER**: Agency
  - **TIMELINE**: Days 1-3 (Phase 1: Setup)
  - **TOOL/PLATFORM**: TikTok Creator Studio
- **STEP**: Identify and outreach to 50 micro-influencers (10k-50k followers, 5%+ engagement on #BookTok) via DMs with personalized pitch including free ARC and 20% affiliate commission on promo code sales.
  - **OWNER**: VA
  - **TIMELINE**: Days 4-14 (Phase 1: Setup)
  - **TOOL/PLATFORM**: TikTok search + Influencer Marketing Hub database
- **STEP**: Produce and post 15 original TikTok videos (author reads, aesthetic heist edits, "what if" duets) daily for first 30 days, using trending sounds like "Espresso" remix for fantasy vibes.
  - **OWNER**: Author (content) + Agency (editing)
  - **TIMELINE**: Days 15-45 (Phase 2: Organic Seeding)
  - **TOOL/PLATFORM**: CapCut for editing, TikTok
- **STEP**: Launch $0.50/CPM TikTok Spark Ads boosting top 5 organic videos to audience lookalikes of #BookTok viewers, with CTA swipe-up to BookFunnel.
  - **OWNER**: Agency
  - **TIMELINE**: Days 46-75 (Phase 3: Amplification), pause Day 76 for analysis
  - **TOOL/PLATFORM**: TikTok Ads Manager
- **STEP**: Run weekly live "Heist Q&A" sessions with author + 1 influencer, teasing exclusive bonus chapter for pre-order proof screenshots shared in comments.
  - **OWNER**: Author + VA (moderation)
  - **TIMELINE**: Weekly Sundays, Days 30-90 (Phase 4: Conversion)
  - **TOOL/PLATFORM**: TikTok Live
- **STEP**: Compile performance data weekly, A/B test top hooks (e.g., romance vs. action teasers), reallocate ad budget to winners.
  - **OWNER**: Agency
  - **TIMELINE**: Ongoing, report Sundays
  - **TOOL/PLATFORM**: Google Sheets + TikTok Analytics

## CONTENT REQUIREMENTS
- **Promo Video Templates (15-sec TikTok)**: Vertical MP4, 100-150 chars overlay text (e.g., "Steal this book before it steals your heart 💔🗡️ #MidnightHeist"), 10 templates; Agency designs in Canva.
- **Influencer Pitch Email/DM Script**: 200 words, personalized with influencer's top video shoutout + ARC download link; VA writes.
- **ARC Excerpt Graphics**: 5 static images (1080x1920px), 50-word teaser quotes from heist scenes, Instagram/TikTok carousel format; Author provides quotes, Agency in Photoshop.
- **Live Session Script**: 500 words outline (icebreakers, 3 plot teases, pre-order CTA); Author writes.
- **Swipe-Up Landing Page Copy**: 300 words sales page on BookFunnel with promo code tracker, embedded TikTok embeds; Agency writes.

## SUCCESS METRICS
- **Pre-Order Sales**: Track unique "HEIST90" promo code redemptions via BookFunnel dashboard; baseline 0, 90-day target 3,000.
- **TikTok Followers Gained**: Measure net new followers on @MidnightHeistBooks via TikTok Analytics; baseline 0, 90-day target 15,000.
- **Engagement Rate**: (Likes + Comments + Shares)/Views on campaign videos, tracked in TikTok Analytics; baseline 3%, 90-day target 8%.

## RISK & MITIGATION
- **Risk 1**: Low influencer response rates delay seeding. **Mitigation**: Pre-qualify 100 leads from BookTok hashtag searches and send automated follow-ups via Influencer Marketing Hub after 48 hours.
- **Risk 2**: Algorithm changes tank ad performance. **Mitigation**: Allocate 20% of ad budget to test 3 new trending sounds weekly and pivot based on 7-day ROAS data from TikTok Ads Manager.

## BUDGET ESTIMATE
$2,500-$5,000 (low: organic-heavy; high: full ad scaling); single biggest cost driver: TikTok Spark Ads ($2,000 at $0.50/CPM for 4M impressions).