## OBJECTIVE
Drive 10,000 verified pre-orders for "Echoes of the Heart" (women's fiction on grief and resilience by Sarah Linden) within 90 days via a BookTok challenge, measured by unique promo code redemptions on the author's Gumroad sales page.

## TARGET AUDIENCE
- **Primary segment**: Women aged 35-55, active on TikTok (daily users with 1k+ followers in #BookTok niche), emotionally in a reflective state post-personal loss (e.g., divorce, bereavement), at the awareness-to-consideration buying stage (have read similar authors like Kristin Hannah but not pre-ordered yet).
- **Key insight**: They need to feel seen in their vulnerability through raw, user-generated storytelling that mirrors the book's themes of quiet healing, prompting shares and purchases to reclaim their narrative.

## TACTICAL PLAN
- **STEP**: Research and curate 50 BookTok influencers (10k-100k followers) matching audience via niche hashtags (#BookTokGrief, #HealingReads); compile contact list with engagement rates.
  - **OWNER**: Agency (Leo)
  - **TIMELINE**: Week 1 (Prep Phase)
  - **TOOL/PLATFORM**: TikTok Creator Marketplace + HypeAuditor for analytics
- **STEP**: Launch #EchoesHealingChallenge: Users film 15-sec "grief to growth" story ending with book quote; seed with 10 paid influencer videos.
  - **OWNER**: Author + VA
  - **TIMELINE**: Weeks 2-4 (Launch Phase)
  - **TOOL/PLATFORM**: TikTok + CapCut for editing
- **STEP**: Run $5k TikTok ad campaign targeting #BookTok video viewers; ads direct to landing page with pre-order form and challenge entry.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 3-12 (Amplification Phase)
  - **TOOL/PLATFORM**: TikTok Ads Manager
- **STEP**: Host weekly live Q&A with author reacting to top challenge entries; promote via duets.
  - **OWNER**: Author
  - **TIMELINE**: Weeks 5,7,9,11 (Engagement Phase)
  - **TOOL/PLATFORM**: TikTok Live
- **STEP**: Cross-post top UGC to Instagram Reels and author's email list (5k subs); track redemptions with UTM links.
  - **OWNER**: VA
  - **TIMELINE**: Ongoing, Weeks 4-12
  - **TOOL/PLATFORM**: Later for scheduling + Google Analytics

## CONTENT REQUIREMENTS
- **Challenge Script**: 150-word TikTok video script with hook (personal grief story), call-to-action (#EchoesHealingChallenge + pre-order link), and book quote; platform: TikTok; author writes.
- **Influencer Outreach Email Template**: 200 words, personalized with influencer's recent video; includes free ARC PDF; platform: Gmail; agency writes.
- **Ad Creative Set (5 variants)**: 15-sec vertical video (author reading excerpt + challenge demo), 10-sec static image carousel with quote overlays; platforms: TikTok/Instagram; VA designs using Canva.
- **Landing Page Copy**: 400 words describing challenge, embedding TikTok feed, pre-order form with promo code ECHOES10; platform: Gumroad; author approves, agency writes.
- **Live Q&A Promo Graphics (4)**: 1080x1920px TikTok templates with event time/book cover; platform: TikTok; VA creates in Canva.

## SUCCESS METRICS
- **Pre-Order Redemptions**: Track unique uses of promo code ECHOES10 via Gumroad dashboard; baseline: 500 (past launches); 90-day target: 10,000.
- **Challenge Participation**: Count #EchoesHealingChallenge videos via TikTok search + hashtag analytics; baseline: 0; 90-day target: 2,500 videos.
- **TikTok Traffic Conversion**: Measure link clicks to landing page / pre-orders via UTM params in Google Analytics; baseline: 2% (industry avg); 90-day target: 5%.

## RISK & MITIGATION
- **Risk 1: Low UGC participation due to emotional sensitivity**: Seed with 20 agency-produced "relatable anon" videos in Week 2 using stock footage to normalize and inspire entries.
- **Risk 2: Ad account suspension for sensitive topics**: Pre-approve all creatives via TikTok Ads Policy Review tool and use non-graphic language focused on "resilience" per platform guidelines.

## BUDGET ESTIMATE
$8,000-$12,000; single biggest cost driver: TikTok Ads spend ($5,000).