## OBJECTIVE
Achieve 3,000 pre-orders for "The Shadow Veil" (urban fantasy thriller by Alex Rivera) on Amazon within 90 days of campaign launch, measured via Amazon KDP dashboard sales reports, representing a 300% increase from the author's prior book baseline of 1,000 units.

## TARGET AUDIENCE
- **Primary segment**: Women aged 28-45, active on TikTok (BookTok community) and Instagram Reels, fantasy romance enthusiasts in the "consideration" buying stage (have read similar authors like Sarah J. Maas or Rebecca Yarros), currently feeling overwhelmed by daily life and seeking immersive escapism.
- **Key insight**: They need to see short, visually hypnotic video teasers blending moody aesthetics (shadowy cityscapes, forbidden romance tension) with emotional hooks like "What if your shadow held your darkest secrets?" to evoke curiosity and FOMO, prompting immediate pre-order clicks.

## TACTICAL PLAN
- **STEP**: Create and optimize TikTok/Instagram account for the book with bio linking to Amazon pre-order page; post 3x/week teaser videos (15-30s) featuring AI-generated visuals of shadowy urban fantasy scenes synced to trending audio like "Dark Academia" sounds.
  - **OWNER**: Agency (Leo/Creative team)
  - **TIMELINE**: Week 1 (setup), ongoing through Phase 1 (Days 1-30)
  - **TOOL/PLATFORM**: TikTok Creator Tools, Instagram Reels, Canva Pro for initial edits, CapCut for video assembly.
  
- **STEP**: Run targeted TikTok Spark Ads and Instagram Boosts to 500k impressions, using lookalike audiences based on Sarah J. Maas followers; ad creative: user-generated style video with pre-order CTA overlay.
  - **OWNER**: Agency (Paid Media Specialist)
  - **TIMELINE**: Phase 2 (Days 31-60), $500/day budget split 70/30 TikTok/IG
  - **TOOL/PLATFORM**: TikTok Ads Manager, Meta Ads Manager, Pixel tracking for Amazon conversions.

- **STEP**: Partner with 20 micro-influencers (10k-50k followers in BookTok niche) for sponsored unboxings/reads; provide ARCs and custom swipe-up links to Amazon.
  - **OWNER**: VA (outreach), Agency (contracts)
  - **TIMELINE**: Phase 1 (Days 15-30 for outreach), Phase 2-3 (Days 31-90 for posts)
  - **TOOL/PLATFORM**: Aspire.io for influencer discovery/search, Google Forms for ARC requests, Linktree for tracking links.

- **STEP**: Launch Goodreads giveaway for 50 signed ARCs, cross-promote on author's email list (5k subs) and TikTok Live sessions (2x/week Q&A).
  - **OWNER**: Author (Lives), Agency (giveaway setup)
  - **TIMELINE**: Phase 3 (Days 61-90)
  - **TOOL/PLATFORM**: Goodreads Giveaways, StreamYard for Lives, ConvertKit for email blasts.

- **STEP**: Weekly performance audit: analyze top-performing videos, A/B test CTAs ("Pre-order now" vs. "Unlock secrets"), scale winners.
  - **OWNER**: Agency (Analytics lead)
  - **TIMELINE**: Every Friday, all phases
  - **TOOL/PLATFORM**: Google Analytics (UTM-tagged Amazon links), TikTok Analytics.

## CONTENT REQUIREMENTS
- **Teaser Video Templates (10 variations)**: 15-30s MP4, 9:16 vertical format for TikTok/IG Reels, script 50-75 words (voiceover + text overlay), written by Agency copywriter; visuals by Agency using Midjourney AI prompts like "shadowy vampire in neon city, cinematic fog."
- **Influencer Briefing Kit**: PDF (5 pages), 800 words total, includes book blurb (200 words), key quotes (5x 20 words), dos/don'ts, Amazon pre-order link; written by Agency, designed in Canva.
- **Ad Copy Variants (6)**: 100-character headlines + 200-char descriptions for TikTok/IG ads, e.g., "Your shadow knows your secrets. Pre-order The Shadow Veil before it vanishes. #BookTok"; written by Agency copywriter.
- **Email/Social Graphics (15)**: 1080x1080 PNGs, book cover overlays with quotes (20 words each), for IG Stories/Stories; created by Agency in Canva.
- **Live Script**: 500-word outline for TikTok Lives, including 3 audience polls on fantasy tropes; written by Author with Agency review.

## SUCCESS METRICS
- **Pre-Order Sales**: Track daily via Amazon KDP dashboard; baseline 0 (pre-campaign), 90-day target 3,000.
- **Video Views/Engagement Rate**: TikTok/IG Analytics for total views and ER (likes+comments+shares/views); baseline 5% ER, target 12%.
- **Traffic from Links**: UTM-tagged clicks to Amazon via Google Analytics/Bitly; baseline N/A, target 50,000 clicks with 6% conversion.

## RISK & MITIGATION
- **Risk 1: Low ad algorithm performance due to BookTok saturation**: Mitigation: Launch with $100/day test budget in Week 2, pivot to top 2 creatives by Day 10 using TikTok's auto-optimize.
- **Risk 2: Influencer no-shows or poor content quality**: Mitigation: Require video approval pre-post via shared Google Drive folder and pay 50% upfront only after signed contract via HelloSign.

## BUDGET ESTIMATE
$8,000-$12,000 (low/high); single biggest cost driver: Paid ads ($5,000-$7,000 across TikTok/Meta).