# Campaign Strategy Document: "Midnight Whispers" Book Launch

**Campaign Overview**  
**Book Title:** Midnight Whispers  
**Author:** Elena Voss (debut novelist)  
**Genre:** Romantic Suspense  
**Release Date:** [Insert Date, e.g., October 15, 2024]  
**Objective:** Drive 10,000+ pre-orders and first-month sales through multi-channel buzz, leveraging BookTok virality and professional networks.  
**Budget Estimate:** $15,000 (ads: 50%, influencers: 20%, content production: 20%, tools: 10%)  
**Prepared by:** Maya, Director of Marketing Operations  

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## 1. PRODUCT SUMMARY
Midnight Whispers is a pulse-racing romantic suspense novel following Lila Kane, a resilient journalist who unravels a deadly conspiracy in a fog-shrouded coastal town while igniting a forbidden romance with a brooding detective. Key selling points: Jaw-dropping twists that rival Gillian Flynn, sizzling chemistry that delivers emotional highs, and a fiercely independent heroine who empowers readers to embrace their inner strength. Perfect for fans craving escapism with heart and edge.

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## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiast Women (70% budget allocation)**  
- Age: 18-34  
- Platforms: TikTok, Instagram  
- Purchasing Triggers: Viral #BookTok videos, teaser reels, ARC reviews from trusted influencers  
- Emotional State: Stressed from daily life, seeking thrilling escapism and "just one more chapter" addiction  

**Secondary 1: Professional Thriller Readers (20% allocation)**  
- Age: 30-50 (balanced gender)  
- Platforms: LinkedIn, Facebook  
- Purchasing Triggers: Author interviews, "books for busy pros" recommendations, LinkedIn ads  
- Emotional State: Overworked and ambitious, desiring quick, high-stakes mental breaks  

**Secondary 2: Book Club Women (10% allocation)**  
- Age: 40-60  
- Platforms: Email, Facebook Groups  
- Purchasing Triggers: Discussion prompts, group buy deals, "perfect for October reads" emails  
- Emotional State: Socially connected but craving deeper stories for conversation and empowerment  

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## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Twists**: "One twist will hook you; the next will shatter your world."  
2. **Sizzling Forbidden Romance**: "Love that burns hotter than the secrets it hides."  
3. **Empowered Heroine**: "Lila doesn't wait to be saved—she fights, loves, and conquers."  

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## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram & TikTok | Reels (15-30s teasers, aesthetic mood boards, author Q&A), Stories (polls, countdowns), Carousels (quotes + visuals) | Daily (Launch Week: 3x/day) | Zara |
| **Professional** | LinkedIn | Long-form posts (author insights, "thrillers for leaders"), Video interviews, Sponsored articles | 3x/week | Leo |
| **Warm List** | Email (via Klaviyo/Mailchimp) | Newsletters (teasers, exclusive excerpts), Sequences (nurture + blasts), Personalized recs | Weekly + 3 blasts (Pre-Launch, Launch, Post-Launch Week 1) | Maya |
| **Credibility** | Press (PR Newswire, book blogs like Goodreads/Booksirens) | Press releases, Guest articles, Podcast pitches | 1x Pre-Launch, 1x Launch, 2x Post-Launch | Maya |
| **Additional: Community** | Facebook Groups & Goodreads | Discussion threads, Giveaways, Review amplification | 2x/week | Leo |
| **Additional: Paid** | TikTok/Instagram Ads | Video ads (BookTok-style hooks), Retargeting carousels | Continuous (scale post-Launch) | Zara |

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## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release)**  
- Teasers: Moody visuals, "guess the twist" polls on IG/TikTok.  
- ARC/Early Access: Distribute 500 ARCs via NetGalley/Booksirens to influencers (aim: 100 reviews).  
- Influencer Outreach: 50 micro-influencers (5k-50k followers) for unboxings/teasers.  

**Launch Week**  
- Daily posts across all channels reinforcing pillars.  
- Email blast to 10k list with exclusive excerpt + 20% discount.  
- Press release to 200 outlets; paid TikTok/IG ads ($5k budget).  
- Live IG/TikTok launch party with author.  

**Post-Launch (Weeks 2-8)**  
- Reviews Amplification: Share top reviews as Reels/carousels; retarget site visitors.  
- Community Engagement: FB group AMAs, Goodreads giveaways (100 copies).  
- Retargeting ads to cart abandoners + lookalikes.  

**Long-Term (Months 3-12)**  
- Evergreen Content: "Behind the Twists" blog series, reader polls.  
- Reader Community: Exclusive Discord/FB group for fans (monthly author lives).  
- Backlist Marketing: Bundle with author's future releases; holiday email pushes.  

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## 6. SUCCESS METRICS
| KPI | Baseline | Target | Measurement Tool |
|-----|----------|--------|------------------|
| **Book Sales/Pre-Orders** | 0 | 10,000 units (first 3 months) | Amazon KDP Dashboard, Publisher Portal |
| **Social Engagement Rate** | 2% (current profiles) | 8%+ (likes/shares/views per post) | IG/TikTok Insights |
| **Email Conversion Rate** | 1.5% opens-to-sales | 5% (tracked via UTM links) | Klaviyo Analytics |

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## 7. EXECUTION TASKS
**Assigned to: Maya (Ops/Strategy/Email/Press), Leo (Professional/Community), Zara (Visual/Social/Paid)**  

- **Social Media Pack** (30 IG/TikTok posts + captions, 10 carousels, Reel templates): Zara  
- **Email Sequence** (6-email nurture: welcome, teaser, ARC request, launch blast, review request, post-launch upsell): Maya  
- **Press Release** (2 versions: Launch + Post-Launch review roundup): Maya  
- **Ad Copy & Creatives** (10 TikTok/IG ad variations, retargeting sets): Zara  
- **Author Bio/Media Kit** (PDF with headshots, Q&A, fact sheet): Maya  
- **Influencer Outreach List & Tracker** (50 contacts, DM templates): Zara  
- **LinkedIn Content Calendar** (12 posts + 3 videos): Leo  
- **Facebook/Goodreads Community Assets** (10 discussion prompts, giveaway graphics): Leo  
- **ARC Distribution Tracker** (NetGalley setup, follow-ups): Maya  
- **Performance Dashboard** (Weekly reports in Google Sheets): Maya  
- **Launch Live Script & Graphics**: Zara  

**Next Steps:** Schedule kickoff call. All assets due 1 week pre-Pre-Launch. Questions? Reply to Maya.  

**Approval:** [Space for Chair/Operator]  
**Version:** 1.0 | **Date:** [Today]