## OBJECTIVE
Drive 1,000 verified pre-orders (tracked via BookFunnel landing page conversions) for "Midnight Heist" by Alex Rivera, a fast-paced heist thriller, within 90 days by leveraging BookTok virality to build hype among thriller enthusiasts.

## TARGET AUDIENCE
- **Primary segment**: Women 25-44, active BookTok users on TikTok (daily scrollers with 1k+ followers on average), in the awareness-to-consideration buying stage, feeling thrill-seeking boredom from routine life and craving high-stakes escapism.
- **Key insight**: They need to feel the adrenaline rush of the book's casino heist plot through short, cinematic "what if you pulled off the impossible?" hooks that mirror their fantasy of breaking free, prompting saves/shares leading to Amazon pre-order clicks.

## TACTICAL PLAN
- **STEP**: Create and optimize 15-second teaser videos featuring dramatic heist clips (e.g., vault breach slow-mo with pulsing EDM), overlaid with book quotes like "One wrong move, and the house always wins."
  - **OWNER**: Agency video editor
  - **TIMELINE**: Week 1 (pre-launch phase)
  - **TOOL/PLATFORM**: CapCut for editing, TikTok for upload
- **STEP**: Post 3 videos/day from 3 author-managed accounts (main + 2 niche alts: @MidnightHeistThrills, @HeistBookTok), using trending sounds like #BookTokHeist or #ThrillerTok, with CTAs linking to BookFunnel pre-order page.
  - **OWNER**: Author (with VA scheduling)
  - **TIMELINE**: Weeks 2-6 (hype build phase)
  - **TOOL/PLATFORM**: TikTok Creator Tools, Later for scheduling
- **STEP**: Run TikTok Spark Ads targeting "BookTok" interests + lookalikes of top thriller creators (e.g., @crimebookjunkie), budgeting $50/day, A/B testing 3 hooks (emotional vs. plot-twist vs. character-driven).
  - **OWNER**: Agency ads manager
  - **TIMELINE**: Weeks 4-12 (conversion push phase)
  - **TOOL/PLATFORM**: TikTok Ads Manager, Google Analytics for UTM tracking
- **STEP**: Partner with 10 micro-influencers (5k-20k followers in thriller niche, e.g., @thrilleraddictreads) for sponsored duets/reviews, sending ARCs via BookFunnel.
  - **OWNER**: Agency outreach specialist
  - **TIMELINE**: Weeks 3-8 (amplification phase)
  - **TOOL/PLATFORM**: Aspire.io for influencer discovery, BookFunnel for ARC delivery
- **STEP**: Monitor and repost top-performing user-generated content (UGC) with stitches, boosting with $10/ad to sustain virality.
  - **OWNER**: VA
  - **TIMELINE**: Ongoing, Weeks 2-12
  - **TOOL/PLATFORM**: TikTok Analytics, Hootsuite for monitoring

## CONTENT REQUIREMENTS
- **Heist Teaser Video Templates (10 variations)**: 15-second MP4, 9:16 vertical format for TikTok, author provides voiceover script (150 words total across templates); agency editor builds in CapCut using stock footage from Pexels (e.g., neon casino vibes tying to book's Vegas setting).
- **TikTok Caption Copy (30 pieces)**: 100-150 characters each, TikTok platform, VA writes with hooks like "Could YOU outsmart the casino? Pre-order now 👇 #MidnightHeist #BookTok"; agency approves.
- **Influencer ARC Brief/Script**: 1-page Google Doc template (500 words), includes 3 key talking points (heist's twist, anti-heroine's empowerment arc resonating with audience's escapism needs), 5 suggested duet hooks; agency writes.
- **Static Graphics for Stories/Ads (5)**: 1080x1920 PNGs, Canva-created with book cover mockups and QR code to pre-order page; author supplies cover, VA designs.

## SUCCESS METRICS
- **Pre-Order Conversions**: Track unique clicks-to-purchase via BookFunnel UTM pixels; baseline 0, 90-day target 1,000.
- **TikTok Video Views**: Measure organic + paid impressions in TikTok Analytics; baseline 0, 90-day target 500,000.
- **Engagement Rate**: (Likes + Comments + Shares)/Views in TikTok Analytics; baseline 0%, 90-day target 8%.

## RISK & MITIGATION
- **Risk 1: Algorithm suppression from low initial engagement**: Seed with $500 ad spend in Week 2 on top 3 videos to hit 10k views each, forcing TikTok's For You Page exposure.
- **Risk 2: Influencer no-shows or mismatched audience**: Vet via Aspire.io engagement history (min 5% thriller content) and require 1 sample video before ARC shipment.

## BUDGET ESTIMATE
$4,000-$7,500 (low/high); single biggest cost driver: TikTok Spark Ads at $3,000-$5,000 for 60-day run.