# Campaign Strategy Document: "Shadows of Betrayal" Book Launch

## 1. PRODUCT SUMMARY
"Shadows of Betrayal" is a gripping psychological thriller by debut author Alex Rivera, following a corporate executive unraveling a web of corporate espionage and personal vendettas that question the boundaries of loyalty and truth. Key selling points: Riveting plot twists that keep readers guessing until the final page, relatable themes of ambition and betrayal resonating with modern professionals, and Alex's authentic voice drawn from 15 years in high-stakes business environments. Perfect for fans of Gillian Flynn and Lisa Jewell seeking edge-of-your-seat suspense.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiast Women**  
- Age range: 25-45  
- Platforms: Instagram, TikTok, Goodreads  
- Purchasing triggers: BookTok recommendations, binge-worthy teaser videos, impulse buys during commutes  
- Emotional state: Stressed from work/life balance, craving escapism and empowerment through strong female protagonists  

**Secondary 1: Professional Book Club Readers**  
- Age range: 35-55  
- Platforms: LinkedIn, Facebook Groups, Email newsletters  
- Purchasing triggers: Author AMAs, peer reviews in professional networks, gifting for book clubs  
- Emotional state: Ambitious and introspective, seeking stories mirroring career dilemmas  

**Secondary 2: Aspiring Mystery Fans (Young Adults)**  
- Age range: 18-24  
- Platforms: TikTok, Instagram Reels, Reddit  
- Purchasing triggers: Viral challenges/hashtags, affordable e-book deals  
- Emotional state: Curious and thrill-seeking, desiring quick, addictive reads for late-night scrolling  

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3 core messages**:  
1. **Unputdownable Twists**: "One betrayal changes everything—dare to uncover the shadows?"  
2. **Relatable Ambition**: "In the cutthroat world of power plays, loyalty is the ultimate illusion."  
3. **Empowering Escape**: "Lose yourself in suspense that mirrors your wildest professional nightmares—and triumphs."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| Visual Social | Instagram/TikTok | Reels/Stories: Teaser clips, author Q&As, plot hooks, BookTok-style reviews | 5x/week (3 IG, 2 TT) | Zara |
| Professional Networking | LinkedIn | Posts/Articles: Author insights on business ethics, carousel graphics with quotes, polls on betrayal themes | 3x/week | Leo |
| Warm List Nurturing | Email (Klaviyo/Mailchimp) | Newsletters: ARC offers, exclusive excerpts, launch countdowns, review requests | 2x/week | Maya |
| Credibility Building | Press (PR Newswire, BookBub) | Press releases, media kits, guest articles in outlets like CrimeReads | 1x/major phase milestone | Maya |
| Community/Ads (Additional) | Facebook Ads + Goodreads | Targeted ads: Retargeting carousels, giveaways; Goodreads: Giveaways/Q&As | Ads: Daily budget $50; GR: 1x/month | Leo |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 weeks before)**: Build hype with teaser Reels/Stories (e.g., shadowy visuals, cryptic quotes), distribute ARCs to 50 influencers/book bloggers for early reviews, email warm list with early access offers and waitlist sign-ups. Goal: 1K email sign-ups, 10 influencer partnerships.  
- **Launch Week**: Daily cross-channel posts amplifying pillars, full email blast to 5K+ list with purchase links, press release to 100 outlets, launch $500 ad spend on IG/TT/FB for lookalikes. Live IG/LinkedIn launch event with author.  
- **Post-Launch (Weeks 2-8)**: Amplify reader reviews via quote graphics and Stories, host community AMAs/challenges (e.g., #ShadowsBetrayalTheory), retarget ad campaigns to site visitors/cart abandoners. Email sequence for review requests.  
- **Long-Term (Months 3-12)**: Evergreen content like "Top 5 Twists Explained" podcasts/videos, nurture reader community via private FB Group/email book club, cross-promote backlist thrillers. Quarterly giveaways to sustain momentum.

## 6. SUCCESS METRICS
1. **Book Sales**: Baseline: 0 (pre-launch); Target: 5K units sold in first 3 months (tracked via Amazon KDP/BookScan).  
2. **Engagement Rate**: Baseline: 2% (industry avg); Target: 5%+ on social posts (likes/shares/comments via native analytics).  
3. **Email Open/Conversion Rate**: Baseline: 20% open/2% click; Target: 35% open/5% purchase conversion (Klaviyo dashboard).

## 7. EXECUTION TASKS
- **Social Media Pack (30 posts: 15 IG static/Reels, 10 TT videos, 5 LI carousels)**: Zara  
- **Email Sequence (8 emails: 3 pre-launch teasers, launch blast, 3 post-launch nurture, 1 long-term evergreen)**: Maya  
- **Press Release (2 versions: Launch + 1-month review roundup) + Media Kit (author bio, fact sheet, high-res assets)**: Maya  
- **Ad Copy/Creatives (10 ad sets for FB/IG/TT: Headlines, visuals, CTAs)**: Leo  
- **Influencer Outreach List + ARC Tracking Sheet (50 targets)**: Zara  
- **Review Amplification Graphics (20 quote cards from early reviews)**: Leo  
- **Community Content (5 AMAs, 3 giveaways, FB Group setup)**: Zara  
- **Evergreen Assets (Podcast script outlines, backlist bundle promo page)**: Leo  
- **Analytics Dashboard Setup + Weekly Reports**: Maya