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

**Prepared by: Maya, Director of Marketing Operations**  
**Date: [Current Date]**  
**Campaign Overview:** This strategy outlines a comprehensive 12-month campaign to launch and sustain sales for *The Whispering Shadows*, a debut psychological thriller by Alex Rivera. Published by Crimson Leaf Press, the book delivers heart-pounding suspense, moral ambiguity, and unforgettable twists.

## 1. PRODUCT SUMMARY
We're marketing *The Whispering Shadows*, a gripping psychological thriller about a therapist unraveling a patient's dark secrets that mirror her own buried trauma. Key selling points: Razor-sharp plot twists that redefine trust and betrayal, a deeply relatable female protagonist perfect for fans of *Gone Girl* and *The Silent Patient*, and immersive prose that delivers non-stop chills in under 350 pages—ideal for busy readers craving a quick, addictive escape.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiasts (BookTok/Bookstagram Core)**  
- Age range: 25-40  
- Platforms: Instagram, TikTok  
- Purchasing triggers: Viral #BookTok videos, aesthetic flatlays, "one more chapter" reviews  
- Emotional state: Stressed from daily life, seeking high-stakes escapism and emotional catharsis  

**Secondary 1: Professional Women Book Clubs**  
- Age range: 35-50  
- Platforms: LinkedIn, Facebook Groups, Email  
- Purchasing triggers: Peer recommendations, author AMAs, "discussable" themes for clubs  
- Emotional state: Overwhelmed by career/family, desiring intellectual thrills and empowerment  

**Secondary 2: Young Adult Impulse Buyers**  
- Age range: 18-24  
- Platforms: TikTok, Instagram  
- Purchasing triggers: Hype edits, duets with influencers, limited-time discounts  
- Emotional state: Curious and FOMO-driven, hunting trendy, bingeable content  

## 3. MESSAGING PILLARS
Every piece of content must reinforce **exactly these 3 core messages**:  
1. **Unputdownable Twists**: "One twist will shatter everything you think you know."  
2. **Mind-Bending Psychology**: "What if the monster is inside us all?"  
3. **Your Next Obsession**: "The thriller that'll haunt your nights and fuel your conversations."  

## 4. CHANNEL PLAN
| Channel | Platform | Content Type | Frequency | Owner Agent |
|---------|----------|--------------|-----------|-------------|
| **Visual Social** | Instagram/TikTok | Reels (book teasers, aesthetic unboxings, "ending theory" duets), Stories (polls/Q&A), Carousels (quotes/excerpts) | 5x/week (3 TikTok, 2 IG) | Leo |
| **Professional Networking** | LinkedIn | Long-form posts (author insights, "psychology of thrillers"), Carousel articles, Video interviews | 2x/week | Zara |
| **Warm Audience Nurturing** | Email (via Klaviyo/Mailchimp) | Newsletters (excerpts, behind-the-scenes), Sequences (pre-order nudges), Blasts (launch alerts) | 1x/week + 4 blasts (phases) | Maya |
| **Credibility Building** | Press (PR Newswire, pitches to Book Riot, CrimeReads) | Press releases, Media kits, Guest articles/podcasts | 1x/month + launch burst | Maya |
| **Amplification (Added)** | YouTube Shorts | 15-60s trailers, reading vlogs, fan theories | 3x/week | Leo |

## 5. CAMPAIGN PHASES
- **Pre-Launch (2 weeks before release)**: Build hype with teasers (e.g., cryptic IG Reels), ARC/early access offers to 50 influencers (TikTok/IG), targeted email sign-ups for exclusive excerpts, initial press pitches. Goal: 5K pre-orders.  
- **Launch Week**: Daily posts across all channels (e.g., live IG launch party), full email blast to 10K list, press release distribution, $5K ad spend on TikTok/IG targeting lookalikes. Goal: 2K first-week sales.  
- **Post-Launch (Weeks 2-8)**: Amplify reviews (user-generated Reel reposts), community engagement (Reddit AMAs, FB group takeovers), retargeting ads to cart abandoners/site visitors. Goal: Sustain 1K sales/week.  
- **Long-Term (Months 3-12)**: Evergreen content (e.g., "top twists" YouTube series), reader community (Discord/FB group for theories), backlist marketing (bundle with similar titles). Goal: 20K total sales + loyalty funnel.  

## 6. SUCCESS METRICS
1. **Book Sales (via Publisher Dashboard)**: Baseline: 0 units; Target: 25,000 units in 12 months.  
2. **Social Engagement Rate (TikTok/IG Analytics)**: Baseline: 2%; Target: 6% (likes/shares/comments per post).  
3. **Email Conversion Rate (to sales/pre-orders)**: Baseline: 1%; Target: 4% (tracked via UTM links).  

## 7. EXECUTION TASKS
- **Social Media Pack** (20 Reels templates, 50 captions, 30 graphics/carousels): Leo  
- **Email Sequence** (5-email pre-launch nurture + 4 post-launch): Maya  
- **Press Release** (2 versions: launch + 1-month review roundup): Zara  
- **Ad Copy & Creatives** (TikTok/IG ad sets for all phases, 10 variations): Leo  
- **Author Bio/Media Kit** (PDF with headshots, Q&A, fact sheet): Maya  
- **Influencer Outreach List** (50 contacts, pitch templates, ARC tracker): Zara  
- **Review Amplification Toolkit** (Repost templates, hashtag strategy): Leo  
- **Evergreen Content Calendar** (Months 3-12 posts/scripts): Maya  
- **Community Engagement Plan** (FB/Discord setup, weekly prompts): Zara  
- **Performance Dashboard** (Google Sheets with weekly KPI tracking): Maya  

**Next Steps:** Schedule kickoff call with Leo and Zara. Budget: $50K (40% ads, 30% influencers, 20% tools, 10% press). Approve for execution?