# Campaign Strategy Document: "Shadows of Eternity" Book Launch

## 1. PRODUCT SUMMARY
"Shadows of Eternity" is a gripping psychological thriller by debut author Elena Voss, following a neuroscientist unraveling a conspiracy that blurs the lines between memory, reality, and corporate espionage. Key selling points: Heart-pounding twists that rival Gone Girl, deeply relatable protagonists grappling with loss and betrayal, and a timely exploration of AI ethics that leaves readers questioning their own minds—perfect for escapist yet thought-provoking bedtime reading.

## 2. TARGET AUDIENCE
**Primary: BookTok Thriller Enthusiasts**  
- Age range: 25-40, predominantly women.  
- Platforms: TikTok, Instagram.  
- Purchasing triggers: Viral #BookTok recommendations, teaser videos with cliffhangers, ARC reviews from trusted influencers.  
- Emotional state: Thrill-seeking, stressed from daily life, craving suspenseful escapes with emotional depth.

**Secondary 1: Professional Women in Tech/Creative Fields**  
- Age range: 30-50.  
- Platforms: LinkedIn, Instagram.  
- Purchasing triggers: Author AMAs, endorsements from industry leaders, themes resonating with work-life ethical dilemmas.  
- Emotional state: Ambitious yet overwhelmed, seeking empowering stories of resilience.

**Secondary 2: Established Book Clubs**  
- Age range: 35-55.  
- Platforms: Email, Facebook Groups, Goodreads.  
- Purchasing triggers: Discussion guides, group buy discounts, member reviews.  
- Emotional state: Community-oriented, intellectually curious, desiring books that spark deep conversations.

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3 core messages**:  
1. **Unputdownable Twists**: "One twist will shatter your reality—dare to turn the page?"  
2. **Relatable Human Stakes**: "In a world of AI deception, trust your instincts before it's too late."  
3. **Must-Read for Modern Minds**: "The thriller that hacks your brain and haunts your dreams."

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual/Social** | Instagram/TikTok | Reels/Stories (teasers, ARC unboxings, author Q&A), BookTok challenges (#ShadowsTwist) | 5x/week (3 TikTok, 2 IG) | Zara |
| **Professional** | LinkedIn | Posts/articles on AI ethics tie-ins, author thought leadership, B2B author promo | 3x/week | Leo |
| **Email** | Klaviyo/Mailchimp (warm list: 5K subscribers) | Newsletters, nurture sequences, exclusive excerpts | Weekly + 3 blasts during launch | Maya |
| **Press** | PR Newswire, book blogs (e.g., Goodreads, Book Riot) | Press releases, media kits, pitched features | 1-2/month + launch spike | Maya |
| **Additional: Community** | Goodreads/Facebook Groups | Reviews amplification, giveaways, discussion threads | 2x/week | Zara |
| **Additional: Paid Ads** | Meta Ads (FB/IG), TikTok Ads | Retargeting video ads, lookalike audiences | Daily budget $500 during launch/post | Leo |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 weeks before)**: Build hype with teaser Reels/Stories (e.g., cryptic quotes), distribute 100 ARCs to influencers/BookTokers, email nurture sequence to warm list offering early access, initial influencer outreach (20 micro-influencers, 10K+ followers). Goal: 5K pre-save/pre-order impressions.
- **Launch Week**: Daily posts across all channels (e.g., live author IG/TikTok), full email blast to list + cold prospects, press release distribution, launch ads ($2K spend) targeting primaries. Goal: Day 1 sales spike.
- **Post-Launch (weeks 2-8)**: Amplify top reviews (user-generated TikToks, quote graphics), community AMAs/Q&As, retargeting ads to cart abandoners/site visitors. Goal: Sustain momentum via social proof.
- **Long-Term (months 3-12)**: Evergreen content (author interviews, reading guides), nurture reader community (private FB group, monthly newsletters), cross-promote backlist titles. Goal: Build author brand loyalty for sequels/series.

## 6. SUCCESS METRICS
1. **Book Sales**: Baseline: 500 units (pre-campaign average for similar debuts). Target: 5,000 units in first 3 months (tracked via Amazon KDP/BookScan).
2. **Social Engagement Rate**: Baseline: 2% (industry avg). Target: 8% (likes/shares/comments per post, TikTok views >100K total).
3. **Email Conversion Rate**: Baseline: 1.5% click-to-sale. Target: 5% (tracked via UTM links, 20% open rate).

## 7. EXECUTION TASKS
- **Social Media Pack** (30 posts: 15 TikTok scripts/Reels, 15 IG carousels/Stories): Zara  
- **Email Sequence** (5 emails: Teaser, ARC request, Launch blast, Review request, Post-launch nurture): Maya  
- **Press Release** (2 versions: Launch + 1-month review roundup) + Media Kit (author bio, cover assets, fact sheet): Maya  
- **Ad Copy & Creatives** (10 ad variants for Meta/TikTok, including video scripts): Leo  
- **Author Bio/Media Kit Expansion** (1-pager bio, headshots, discussion guide): Leo  
- **Influencer Outreach List & Tracker** (50 influencers, pitch templates, follow-up cadence): Zara  
- **Goodreads Campaign** (giveaway setup, review threads, 10 promo posts): Zara  
- **Analytics Dashboard Setup** (Google Analytics, social insights, sales tracker): Maya  
- **Community Engagement Calendar** (FB Group moderation plan, 20 Q&A prompts): Leo