# Campaign Strategy Document: "The Whispering Shadows" Book Launch

**Campaign Overview**  
**Book Title:** *The Whispering Shadows* by Elena Voss  
**Genre:** Psychological Thriller  
**Release Date:** [Insert Date, e.g., October 15, 2024]  
**Prepared by:** Maya, Director of Marketing Operations  
**Objective:** Drive 10,000+ unit sales in first 3 months via multi-channel buzz, leveraging BookTok virality and professional networks.

## 1. PRODUCT SUMMARY
*The Whispering Shadows* is a debut psychological thriller following a young architect who uncovers a web of family lies after inheriting a haunted estate. Key selling points: Heart-pounding twists reminiscent of *Gone Girl* and *The Silent Patient*, a deeply relatable protagonist battling grief and betrayal, and atmospheric prose that delivers chills in under 350 pages—perfect for one-sitting reads.

## 2. TARGET AUDIENCE
**Primary: BookTok Enthusiasts (Women 25-40)**  
- Platforms: TikTok, Instagram (Reels/Stories).  
- Purchasing triggers: Viral #BookTok reviews, aesthetic unboxings, "one more chapter" tropes.  
- Emotional state: Stressed from work/life, craving escapist thrills and emotional catharsis.  

**Secondary 1: Professional Thriller Fans (Men/Women 30-50)**  
- Platforms: LinkedIn, Reddit (r/books, r/thrillers).  
- Purchasing triggers: Author interviews, "smart reads for downtime" recs, Kindle deals.  
- Emotional state: Overworked executives seeking intellectual stimulation and stress relief.  

**Secondary 2: Book Club Readers (Women 40-60)**  
- Platforms: Facebook Groups, Email newsletters, Goodreads.  
- Purchasing triggers: Discussion prompts, "perfect for October reads" lists.  
- Emotional state: Seeking community connection and thought-provoking stories amid empty nests.

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 pillars**:  
1. **Unputdownable Suspense**: "One twist will shatter everything you think you know."  
2. **Emotional Gut-Punch**: "A story of grief, betrayal, and the shadows we all hide."  
3. **Must-Read Escape**: "Your next all-nighter—chilling, clever, impossible to forget."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram & TikTok | Reels (book teasers, aesthetic mood boards, author Q&A), Stories (polls, ARC unboxings), Carousels (quotes + twists) | 5x/week (3 Reels, daily Stories) | Leo |
| **Professional** | LinkedIn | Long-form posts (author insights, "thrillers for leaders"), Video interviews, Infographics (plot psychology) | 3x/week | Maya |
| **Warm List** | Email (Klaviyo/Mailchimp) | Newsletters (exclusive excerpts, reader polls), Drip sequences (pre-order incentives) | Weekly + 3 blasts (launch week) | Zara |
| **Credibility** | Press (PR Newswire, book blogs like CrimeReads) | Press releases, Guest articles, Podcast pitches | 1x pre-launch, 1x launch, 2x post | Maya |
| **Additional: Community** | Goodreads & Facebook Groups | Reviews amplification, Giveaways, Discussion threads | 2x/week | Zara |
| **Additional: Paid** | Facebook/Instagram Ads | Retargeting carousel ads, Lookalike audiences | Daily budget $500 (launch week), then $200/week | Leo |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 Weeks Before Release)**: Build hype with teasers (cryptic Reels/Stories), ARC/early access offers (100 ARCs to influencers/BookTokers), influencer outreach (20 micro-influencers, 5-10k followers). Goal: 5k pre-orders.  

**Launch Week**: Daily posts across all channels, email blast to 10k list (50% open target), press release distribution, paid ads live ($3.5k spend). Live author IG/TikTok session. Goal: 2k sales Day 1.  

**Post-Launch (Weeks 2-8)**: Amplify reviews (share top Goodreads/Amazon pulls), community engagement (Q&A threads, reader spotlights), retargeting ads to site visitors/cart abandoners. Goal: Sustain 1k sales/week.  

**Long-Term (Months 3-12)**: Evergreen content (podcast recaps, "why it endures" posts), reader community (private FB group, monthly newsletters), backlist marketing (bundle with author's prior works or similar thrillers). Goal: 20k lifetime sales.

## 6. SUCCESS METRICS
| KPI | Baseline | Target |
|-----|----------|--------|
| **Book Sales** | 0 (pre-launch) | 10,000 units (first 3 months, tracked via BookScan/Amazon KDP) |
| **Engagement Rate** | 1-2% (industry avg) | 5%+ across social (likes/comments/shares per post) |
| **Email Open/Click Rate** | 20%/2% | 35%/5% (Klaviyo dashboard) |

## 7. EXECUTION TASKS
- **Social Media Pack** (30 Reels/Stories templates, 20 carousels, caption bank): Leo  
- **Email Sequence** (5-email pre-launch drip, 3-launch blasts, 4-post nurture): Zara  
- **Press Release** (2 versions: launch + review roundup): Maya  
- **Ad Copy & Creatives** (10 ad variants for FB/IG, targeting specs): Leo  
- **Author Bio/Media Kit** (1-pager bio, high-res assets, interview Qs): Maya  
- **Influencer Outreach List & Tracker** (50 contacts, DM/email templates): Zara  
- **Goodreads Giveaway Setup & Review Prompts** (500 copies, 10 prompt posts): Zara  
- **Content Calendar** (12-week Google Sheet with all posts/emails): Maya  
- **Review Amplification Graphics** (15 shareable templates): Leo  

**Next Steps:** Schedule kickoff call with Leo & Zara. Budget: $25k (50% paid ads, 30% influencers, 20% tools/PR). Approve for execution?