## OBJECTIVE
Achieve 5,000 book sales on Amazon for "Midnight Secrets" by Alex Rivera (psychological thriller about a woman's descent into paranoia after a home invasion) within 90 days post-launch, measured via Amazon KDP dashboard sales reports.

## TARGET AUDIENCE
- **Primary segment**: Women aged 28-45, middle-income ($60K+ household), active on TikTok (BookTok community) and Instagram Reels, in the awareness-to-consideration buying stage, feeling anxious about personal safety and craving escapist thrills with strong female protagonists.
- **Key insight**: They need to see raw, teaser clips of the book's most chilling scenes (e.g., "the knock at midnight") paired with user-generated-style reactions to feel the pulse-pounding urgency and trust the authentic buzz before one-clicking on Amazon.

## TACTICAL PLAN
- **STEP**: Set up TikTok ad account, create pixel for Amazon retargeting, and upload 5-second teaser video assets showing book cover morphing into shadowy intruder silhouette.
  - **OWNER**: Agency (Leo)
  - **TIMELINE**: Week 1 (pre-launch setup phase)
  - **TOOL/PLATFORM**: TikTok Ads Manager, Amazon Attribution pixel
- **STEP**: Launch TikTok Spark Ads boosting 10 author-created BookTok videos (e.g., #MidnightSecretsChallenge where users act out "what would you do?") targeting lookalikes of Gillian Flynn fans.
  - **OWNER**: VA (under agency supervision)
  - **TIMELINE**: Weeks 2-4 (launch blast phase)
  - **TOOL/PLATFORM**: TikTok Creative Center for ad optimization, CapCut for video edits
- **STEP**: Run Instagram Reels carousel ads driving to Amazon landing page with "Read Sample Now" CTA, A/B testing 3 headlines like "One Knock Changes Everything."
  - **OWNER**: Author (provides raw footage), Agency (ad setup)
  - **TIMELINE**: Weeks 5-8 (sustainment phase)
  - **TOOL/PLATFORM**: Meta Ads Manager, Linktree for bio link to Amazon
- **STEP**: Retarget video viewers with Amazon conversion ads (e.g., "Buy Now - 20% off first week") and monitor daily via dashboard.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 9-12 (optimization phase)
  - **TOOL/PLATFORM**: Amazon DSP for retargeting, Google Analytics for traffic tracking
- **STEP**: Weekly performance review calls with author to pause underperformers (<0.5 ROAS) and scale winners.
  - **OWNER**: Agency
  - **TIMELINE**: Every Monday throughout 90 days
  - **TOOL/PLATFORM**: Zoom, TikTok Analytics dashboard

## CONTENT REQUIREMENTS
- **Teaser Video Clips**: 5-15 seconds each, vertical format for TikTok/Reels, 3 pieces (e.g., door knock audio overlay on book excerpt); author reads script; 150-character captions; platform: TikTok/Instagram; written by author.
- **Static Ad Graphics**: 1080x1080 PNG carousels, 4 pieces (book cover + 3 tension-building quotes like "Is it paranoia if they're really coming?"); 50 words max per slide; platform: Instagram/Facebook; designed by agency using Canva Pro.
- **Email Swipe Copy Templates**: 3 variations, 200 words each, HTML format for retargeting landing page; includes Amazon buy button embed; platform: custom Linktree page; written by agency copywriter.
- **Challenge Script for BookTok**: 1-page PDF guide, 300 words, with 5 prompt ideas (e.g., "Film your midnight routine"); platform: author's TikTok bio link; written by agency.

## SUCCESS METRICS
- **TikTok Video Views**: Track via TikTok Ads Manager; baseline: 0; 90-day target: 500,000.
- **Click-Through Rate (CTR)**: Measure in Meta/TikTok dashboards (clicks/impressions); baseline: 1%; 90-day target: 3%.
- **Amazon Sales**: Pull from KDP reports (units sold attributed to ads via UTM tags); baseline: 0; 90-day target: 5,000.

## RISK & MITIGATION
- **Risk 1**: Ad fatigue from repetitive thrill teasers leading to low engagement. **Mitigation**: Rotate 3 new creative sets every 14 days using TikTok Creative Center insights.
- **Risk 2**: Amazon algorithm suppression post-launch spike. **Mitigation**: Seed 50 verified reviews pre-launch via ARC distribution on NetGalley to boost organic ranking.

## BUDGET ESTIMATE
$3,000-$6,000 (low: organic boost focus; high: full ad scaling); single biggest cost driver: TikTok ad spend ($2,500 at $0.50 CPM targeting 5M impressions).