## OBJECTIVE
Achieve 1,000 pre-orders for *Midnight Secrets* (psychological thriller by Jane Doe about betrayal and revenge in a corporate world) via a targeted TikTok and Instagram Reels pre-launch campaign, measured by sales tracked through BookFunnel landing page conversions, within 90 days.

## TARGET AUDIENCE
- **Primary segment**: Women aged 30-50, active on TikTok (daily users) and Instagram, in the US/UK, middle-income professionals feeling stressed and seeking escapism from real-life betrayals (e.g., workplace drama), at the awareness-to-interest buying stage (have read similar thrillers like Gillian Flynn but not yet committed to pre-orders).
- **Key insight**: They need to feel the pulse-pounding tension and emotional catharsis of revenge through short, hook-filled videos showing "what if your boss stabbed you in the back?" to trigger binge-watching and immediate pre-order clicks.

## TACTICAL PLAN
- **STEP 1**: Build dedicated pre-order landing page with BookFunnel embed, featuring book cover, 3-chapter teaser PDF download, and Stripe checkout for $0.99 pre-order discount.
  - OWNER: Agency
  - TIMELINE: Days 1-7 (Phase 1: Setup)
  - TOOL/PLATFORM: BookFunnel, Carrd.co for page builder, Stripe for payments
- **STEP 2**: Create 30 short-form videos (15-30s each): 10 "book teasers" (cliffhanger scenes voiced over with suspense music), 10 "reader polls" (e.g., "Would you seek revenge?"), 10 "author behind-the-scenes" (Jane reading excerpts).
  - OWNER: Author (scripts) + Agency (editing)
  - TIMELINE: Days 8-21 (Phase 1: Content Creation)
  - TOOL/PLATFORM: CapCut for editing, Epidemic Sound for royalty-free suspense tracks
- **STEP 3**: Set up TikTok and Instagram ad accounts, launch 5 ad sets targeting "thriller books" interests + lookalikes of Gillian Flynn fans, with $50/day budget per platform.
  - OWNER: Agency
  - TIMELINE: Days 22-30 (Phase 2: Testing), optimize weekly
  - TOOL/PLATFORM: TikTok Ads Manager, Meta Ads Manager
- **STEP 4**: Post organically 3x/week per platform, using trending sounds (e.g., #BookTok #ThrillerReels), and cross-promote to author's 5k email list via teaser links.
  - OWNER: VA
  - TIMELINE: Days 1-90 (Ongoing, Phases 1-3: Launch & Scale)
  - TOOL/PLATFORM: Later for scheduling, ConvertKit for email blasts
- **STEP 5**: Run 2 live sessions (30min each): Author Q&A on TikTok Live and Instagram Live, driving to landing page.
  - OWNER: Author + Agency (moderation)
  - TIMELINE: Day 45 and Day 75 (Phase 3: Engagement)
  - TOOL/PLATFORM: TikTok/Instagram native Live
- **STEP 6**: Analyze weekly performance, pause underperformers (<0.5% CTR), scale winners to $100/day.
  - OWNER: Agency
  - TIMELINE: Weekly from Day 30-90 (Phase 2-3: Optimization)
  - TOOL/PLATFORM: Native analytics + Google Analytics on landing page

## CONTENT REQUIREMENTS
- **Video Scripts (30 total)**: 100-150 words each, TikTok/Instagram Reels format, written by Author; include hooks like "She trusted her best friend... until the knife came out."
- **Graphics (10 static)**: 1080x1920px book quote cards with dark thriller aesthetic (e.g., shadowy figures), Canva templates, 50 words max, created by Agency.
- **Email Blasts (5 templates)**: 200-300 words each, ConvertKit HTML format, written by Author (teaser copy) + Agency (CTAs), subjects like "Sneak Peek: The Betrayal That Changes Everything."
- **Live Session Outline**: 1-page Google Doc script with 5 audience questions prepped, poll prompts, and landing page link, written by Agency.

## SUCCESS METRICS
- **Pre-Order Conversions**: Track via BookFunnel dashboard; baseline 0, 90-day target: 1,000.
- **Video Views**: TikTok/Instagram analytics total; baseline 0, 90-day target: 500,000.
- **Click-Through Rate (CTR)**: Ads Manager average on ad links to landing page; baseline 0.5%, 90-day target: 2%.

## RISK & MITIGATION
- **Risk 1: Low ad engagement due to algorithm changes.** Mitigation: Allocate 20% budget to A/B test 3 creative variations weekly using native split-testing tools.
- **Risk 2: Author unavailable for lives/content.** Mitigation: Pre-record 50% of videos and use evergreen scheduling in Later to maintain posting cadence.

## BUDGET ESTIMATE
$3,000-$5,000 (low/high); single biggest cost driver: Paid ads on TikTok/Meta ($2,500 at $30-50 CPM for 90 days).