# Campaign Strategy Document: "The Whispering Shadows" by Alex Rivera

## 1. PRODUCT SUMMARY
"The Whispering Shadows" is a debut psychological thriller by Alex Rivera, centering on a detective haunted by auditory hallucinations that reveal a town's buried secrets. Key selling points: Heart-pounding suspense with jaw-dropping twists, deep dives into psychological trauma, and a binge-worthy plot perfect for fans of Gillian Flynn and Lisa Jewell.

## 2. TARGET AUDIENCE
**Primary: Thriller Enthusiasts**  
Age: 25-45  
Platforms: Instagram, TikTok, Goodreads  
Purchasing triggers: BookTok hype, new release alerts, author AMAs  
Emotional state: Thrill-seeking, craving escapism from daily stress  

**Secondary 1: BookTok Gen Z Readers**  
Age: 18-24  
Platforms: TikTok, Instagram  
Purchasing triggers: Viral videos, ARC reviews, peer recommendations  
Emotional state: Excited, FOMO-driven, community-oriented  

**Secondary 2: Professional Women Seekers**  
Age: 35-55  
Platforms: LinkedIn, Facebook, Email  
Purchasing triggers: Weekend escape reads, bestseller lists  
Emotional state: Stressed, yearning for intellectual stimulation  

## 3. MESSAGING PILLARS
Every piece of content must reinforce these **exactly 3** core messages:  
1. **Unputdownable Twists**: "One whisper changes everything—can you guess the ending?"  
2. **Mind-Bending Psychology**: "Dive into the shadows of the human mind where secrets scream."  
3. **Must-Read for Thriller Fans**: "If you love Flynn and Jewell, this will haunt you long after the last page."

## 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, countdowns), Carousel posts (quotes/excerpts) | 5x/week (3 Reels, daily Stories) | Leo |
| Professional Networking | LinkedIn | Thought leadership posts (author's writing journey, thriller tropes), Video interviews | 2x/week | Maya |
| Warm Audience Nurturing | Email (via Mailchimp/Klaviyo) | Newsletters (excerpts, behind-the-scenes), Automated sequences (welcome series, review requests) | Weekly blasts + 3x automated sequence | Zara |
| Credibility Building | Press (PR Newswire, HARO, BookBub) | Press releases, Pitch decks to outlets (e.g., CrimeReads, Publishers Weekly) | Launch week + 1/month post-launch | Zara |
| Community/Ads (Additional) | Facebook/Goodreads | Group discussions, Targeted ads (lookalikes of thriller buyers), Giveaways | 3x/week + ongoing ads | Leo |

## 5. CAMPAIGN PHASES
**Pre-Launch (2 weeks before):** Teasers (mysterious Reels/Stories hinting at "whispers"), ARC/early access offers via Email/Goodreads giveaways, Influencer outreach (20 micro-influencers in BookTok/thrillers, 5k-50k followers). Goal: Build anticipation, secure 50 early reviews.  

**Launch Week:** Daily posts across all channels (e.g., launch day live on IG/TikTok), Email blast to 5k warm list with 20% discount code, Press release distribution + paid BookBub feature, Launch ads ($500 budget on Meta/TikTok targeting primaries). Goal: Drive 500+ sales Week 1.  

**Post-Launch (Weeks 2-8):** Reviews amplification (share top Goodreads/Amazon reviews in carousels), Community engagement (Reddit AMAs, FB group Q&As), Retargeting ads to site visitors/cart abandoners. Goal: Sustain momentum, hit 2k total sales.  

**Long-Term (Months 3-12):** Evergreen content (timeless quote graphics, "Why this book haunts me" series), Reader community (private FB group, monthly newsletters), Backlist marketing (bundle with author's future works or comp titles). Goal: Lifetime value, 10k+ sales, newsletter growth to 10k subs.  

## 6. SUCCESS METRICS
1. **Sales Volume**: Baseline: 100 units (pre-campaign backlist avg.); Target: 5,000 units in first 3 months (tracked via Amazon KDP/Audiobook sales dashboard).  
2. **Engagement Rate**: Baseline: 1.5% (historical social avg.); Target: 4% average across IG/TikTok/LinkedIn (likes/comments/shares per post).  
3. **Email Open/Click Rate**: Baseline: 20% open/2% click; Target: 35% open/5% click (tracked in Klaviyo, tied to conversions).  

## 7. EXECUTION TASKS
- **Social Media Pack (20 assets: 10 Reels, 5 carousels, 5 Stories templates)**: Leo  
- **Email Sequence (5 emails: Welcome, Teaser, Launch Discount, Review Request, Evergreen)**: Zara  
- **Press Release (2 versions: Launch + Post-Launch)**: Zara  
- **Ad Copy/Creatives (10 variants for Meta/TikTok: Headlines, images, CTAs)**: Leo  
- **Author Bio/Media Kit (PDF with headshots, blurb, comps, interview Qs)**: Maya  
- **Influencer Outreach List/Scripts (20 targets + DM templates)**: Zara  
- **Review Amplification Graphics (15 shareable review quotes)**: Leo  
- **Evergreen Content Calendar (12 months of pillar-reinforcing posts)**: Maya  
- **Community Engagement Plan (FB Group setup, 10 prompt posts)**: Leo  
- **Analytics Dashboard Setup (Google Sheets linking Klaviyo/Meta/Amazon)**: Maya  

**Approval Workflow**: All tasks reviewed by Maya before publish. Budget: $5k (50% ads, 30% tools/influencers, 20% press). Timeline: Finalize doc today; Pre-Launch starts Oct 1 (assuming Oct 15 launch).  

*Prepared by Maya, Director of Marketing Operations*  
*Date: [Current Date]*