# Campaign Strategy Document: "Whispers in the Dark" Book Launch

## 1. PRODUCT SUMMARY
"Whispers in the Dark" is a gripping psychological thriller by debut author Alex Rivera, following a young therapist unraveling a patient's dark secrets that mirror her own buried trauma. Key selling points: Explosive plot twists that rival *Gone Girl*, a deeply relatable protagonist's journey of empowerment and healing, and edge-of-your-seat suspense perfect for late-night reading binges.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women 25-40)**  
Platforms: TikTok, Instagram.  
Purchasing triggers: Viral #BookTok recommendations, teaser reels with cliffhangers.  
Emotional state: Stressed from work/family, craving escapist thrills and emotional catharsis.

**Secondary 1: Book Club Readers (Women 35-55)**  
Platforms: Facebook Groups, Goodreads, Email.  
Purchasing triggers: Group discussions, "one more book for the month" selections.  
Emotional state: Seeking intellectual stimulation and shared social bonding.

**Secondary 2: Aspiring Thriller Fans (Men/Women 18-30)**  
Platforms: TikTok, Reddit (r/books, r/thrillerbooks).  
Purchasing triggers: Free chapter previews, influencer endorsements.  
Emotional state: Bored with routine, hunting for adrenaline-fueled distractions.

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3 core messages**:
1. **Unputdownable Twists**: "One twist will hook you; the next will shatter everything."
2. **Empowerment Through Shadows**: "Face your darkest whispers—and emerge unbreakable."
3. **The Thriller You Can't Ignore**: "Gone Girl meets your worst nightmare. Read if you dare."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| Visual/Social | Instagram/TikTok | Reels (book teasers, ARC reactions, author Q&A), Stories (polls, countdowns), Carousel posts (quotes + twists) | 5x/week (3 Reels, daily Stories) | Leo |
| Professional | LinkedIn | Author spotlights, "behind the book" insights for writers/publishers, industry tips tying to thriller themes | 3x/week | Maya |
| Warm List | Email (Klaviyo/Mailchimp) | Newsletters (excerpts, exclusive offers), automated sequences (welcome, nurture) | Weekly blasts + 3x automated | Zara |
| Credibility | Press (PR Newswire, BookBub, genre blogs) | Press releases, media kits, guest articles | Launch + 2x/month post-launch | Zara |
| Additional: Community | Reddit/Goodreads | AMAs, review threads, discussion prompts | 2x/week | Leo |
| Additional: Paid Ads | Meta Ads/TikTok Ads | Video ads (30s teasers), retargeting carousels | Daily during launch, 3x/week after | Zara |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Launch – Build Hype)**  
- Teaser Reels/Stories on IG/TikTok (mysterious quotes, shadowed visuals).  
- ARC/early access offers via Email + BookSirens/Influencer outreach (50 micro-influencers, 10k+ followers).  
- LinkedIn teasers + Goodreads giveaways.

**Launch Week (Day 0-7 – Maximize Visibility)**  
- Daily posts across all social (live author reading on IG).  
- Email blast to 10k list (exclusive discount code).  
- Press release distribution + TikTok/Meta ads ($5k budget).  
- Reddit AMA.

**Post-Launch (Weeks 2-8 – Sustain Momentum)**  
- Amplify reader reviews (user-generated Reels, review roundups).  
- Community engagement (Q&A threads, fan art contests on Reddit/IG).  
- Retargeting ads to site visitors/cart abandoners.

**Long-Term (Months 3-12 – Build Legacy)**  
- Evergreen content (podcast appearances, "twist deep dives" blogs).  
- Reader community (private FB group, monthly Email book club).  
- Backlist marketing (bundle with author's prior works or similar thrillers).

## 6. SUCCESS METRICS
| KPI | Baseline | Target |
|-----|----------|--------|
| Book Sales (via Amazon/KDP dashboard) | 0 (new release) | 5,000 units in first 30 days |
| Social Engagement Rate (likes/shares/comments per post) | 2-3% | 8%+ across IG/TikTok |
| Email Open/Click Rate | 20%/2% | 35%/5% (tracked via Klaviyo) |

## 7. EXECUTION TASKS
- **Social Media Pack (10 Reels, 20 Stories templates, 15 carousels)**: Leo  
- **Email Sequence (5-email nurture series: welcome, teaser, launch, review request, upsell)**: Zara  
- **Press Release (2 versions: launch + 1-month update) + Media Kit (author bio, cover assets, fact sheet)**: Zara  
- **Ad Copy (10 video ad variants + carousel scripts for Meta/TikTok)**: Zara  
- **Author Bio/Media Kit (expanded version for influencers/press)**: Maya  
- **Content Calendar (full 12-week schedule in Google Sheets)**: Maya  
- **Influencer Outreach List (50 contacts + pitch templates)**: Leo  
- **Review Amplification Toolkit (graphics for user reviews, contest rules)**: Leo  
- **Evergreen Blog Posts (3x: "Top Twists Explained," "Author Journey," "Reader Guide")**: Maya  
- **Community Setup (FB Group rules, Reddit megathread starters)**: Leo  

**Approval Workflow**: All assets reviewed by Maya before posting. Budget: $15k total (50% ads, 30% influencers, 20% tools). Launch Date: [TBD – Align with publisher].  

Prepared by: Maya, Director of Marketing Operations  
Date: [Current Date]