## OBJECTIVE
Achieve 3,000 unit sales of "Midnight Heist" (debut thriller by Alex Rivera) on Amazon Kindle within 90 days through a targeted BookTok and Facebook Ads funnel optimized for impulse buys from suspense-loving readers.

## TARGET AUDIENCE
- **Primary segment**: Women aged 25-44, US-based, active on TikTok (BookTok) and Facebook, in thrill-seekers emotional state (stressed from daily life, craving adrenaline escape), at awareness-to-consideration buying stage (follow #BookTok, read 1-2 thrillers/month via Kindle Unlimited).
- **Key insight**: They need to feel the heart-pounding urgency of the heist's first-chapter hook via 15-second video clips showing "what if your perfect life unraveled in one night?" to trigger immediate "read now" clicks.

## TACTICAL PLAN
- **STEP**: Create 10 teaser TikTok videos (15-30s each) clipping the book's opening heist scene with dramatic music overlays and text hooks like "She stole $10M... but at what cost?"
  - **OWNER**: Agency video editor
  - **TIMELINE**: Days 1-7 (Prep phase)
  - **TOOL/PLATFORM**: CapCut for editing, TikTok for upload
- **STEP**: Set up TikTok ad account, target BookTok interests (#ThrillerBooks, #BookRecs), launch video ads with "Read Free Preview" CTA linking to Amazon.
  - **OWNER**: Agency ads specialist
  - **TIMELINE**: Days 8-10 (Prep phase)
  - **TOOL/PLATFORM**: TikTok Ads Manager, Amazon Associate links
- **STEP**: Build Facebook lookalike audience from TikTok engagers, run carousel ads featuring book cover, 5-star mock reviews, and "KU Free Trial" button.
  - **OWNER**: Agency ads specialist
  - **TIMELINE**: Days 11-14 (Launch phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager, Pixel on author's landing page
- **STEP**: Author hosts 3 live TikTok sessions reading heist excerpts, answering "plot twist?" questions, teasing bonus epilogue for reviewers.
  - **OWNER**: Author (agency preps script)
  - **TIMELINE**: Weeks 3, 6, 9 (Sustain phase)
  - **TOOL/PLATFORM**: TikTok Live
- **STEP**: Nurture top engagers (1K+ TikTok likers/commenters) via email with exclusive "heist survival guide" PDF tying to book themes.
  - **OWNER**: VA
  - **TIMELINE**: Weekly from Week 2 (Sustain phase)
  - **TOOL/PLATFORM**: ConvertKit for email automation, TikTok export to CSV

## CONTENT REQUIREMENTS
- 10 TikTok teaser videos: 15-30s MP4, vertical format, royalty-free suspense music, 50-char text overlays; agency video editor produces.
- 5 Facebook carousel ad creatives: 1080x1080 PNG images (cover + quotes + CTA), 100 words/copy per card; agency copywriter.
- 3 Live session scripts: 500 words each, Q&A format with book spoilers avoided; agency strategist writes, author approves.
- Email nurture sequence (4 emails): 300 words each, HTML template with PDF embed; agency copywriter, Canva for graphics.
- "Heist survival guide" PDF: 5 pages, infographic style tying to book plot; agency designer.

## SUCCESS METRICS
- **Amazon Sales**: Track units sold via KDP dashboard; baseline 100/month, 90-day target 3,000.
- **Ad ROAS**: Revenue/ad spend in Facebook/TikTok Ads Manager; baseline 1.5x, 90-day target 3x.
- **TikTok Engagement Rate**: Likes + comments / views in TikTok Analytics; baseline 5%, 90-day target 12%.

## RISK & MITIGATION
- **Risk**: Low ad relevance scores tank delivery due to thriller genre fatigue on BookTok. **Mitigation**: A/B test 3 video hooks in first week, pivot to top performer using TikTok split-testing.
- **Risk**: Author no-shows Lives, losing momentum. **Mitigation**: Schedule with 48hr reminders via Google Calendar and backup with pre-recorded reels.

## BUDGET ESTIMATE
$2,500-$4,000 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: TikTok/Facebook ad spend ($1,500-$2,500).