Copywriting ·
Social media campaign — How High We Go in the Dark
A posting schedule across Instagram, Twitter and TikTok for the weeks either side of publication, with the hashtag set worked out.
The posting schedule that carries the How High We Go in the Dark campaign onto Instagram, Twitter and TikTok, split into before release and release week.
The mechanics are specific rather than aspirational: posts go out between 11am and 3pm for engagement; Instagram stories count down at a month, a week and 24 hours; the TikTok post rides a trending sound with an "if you like… then you'll like" hook; Waterstones and the author are tagged throughout. On release day the message switches from anticipation to participation — announcing the in-store displays and asking readers to tag their photos.
Each platform gets its own hashtag set, from #HHWGITD down to #booktok.
- For the How High We Go in the Dark campaign
- Schedule posts across Instagram, Twitter and TikTok either side of publication
- 436 words · three platforms, two phases
Social Media Campaign
Posts should be uploaded during the working day from around 11am- 3pm for high engagement
Before release
Announcement of book release with cover and blurb in an image carousel. Front photo should be ‘We are excited to announce!’ including pre order date in the caption.
Video interview with the author about the book. Pre order link/date with the caption
Instagram story: Countdown until the book comes one month before, a week before and 24hrs before. Pre-order link
Tag Waterstones and the author
#HHWGITD #POC #climatechange #newrelease #bibliophile #introvert #booklover #goodreads #bookrecommendations #UKBookstagrammers #bookishreadsandme #bookflatlay #lovereading #books #bookstagram #ukbookstagram #readersofinstagram #booksofinstagram #instabook #bookcommunity #read #bookstagrammer #bookobsessed #booksbooksbooks #bookreviewer #bookreviews #bookblogger #bookblog #bookphotography
Twitter:
Video interview with the author about the book. Pre-order link included
A ‘counting down the days’ post a month before, then every day a week before. Pre-order link included
Other:
Entry on Goodreads
Tiktok: post to trending sound ‘if you like: sci-fi, survival fiction with commentary on the climate crisis’ ‘then you’ll like HHWGITD’. Pre order link in bio of page
#HHWGITD #POC #climatechange #newrelease #bibliophile #introvert #booklover #goodreads #bookrecommendations #bookcommunity #booktok
Release day (18th January) and subsequent week
Twitter:
A tweet announcing the displays in stores
Customer response posts should be retweeted as much as possible
On every following day (for a week) a reminder should be uploaded so that there is as much engagement as possible (also, the more people get involved, the more people will not want to miss out). These posts should be along the lines of ‘Don’t miss out!’, ‘Do you have an answer on the wall yet?’, ‘What’s your prediction?’
Tag Waterstones and the Author
A call to action along the lines of ‘Get involved! Tag us in your photos’
#HHWGITD #POC #climatechange #newrelease
Instagram:
‘It’s finally here!’ post with the cover. Order now link
Announcing the displays in stores
Customer response should be encouraged in the comments
On every following day (for a week) a reminder should be uploaded so that there is as much engagement as possible (also, the more people get involved, the more people will not want to miss out). These posts should be along the lines of ‘Don’t miss out!’, ‘Do you have an answer on the wall yet?’, ‘What’s your prediction?’ Including pictures of customers taking part
Tag Waterstones and the Author
A call to action along the lines of ‘Get involved! Tag us in your photos’
#HHWGITD #POC #climatechange #newrelease #bibliophile #introvert #booklover #goodreads #bookrecommendations #UKBookstagrammers #bookishreadsandme #bookflatlay #lovereading #books #bookstagram #ukbookstagram #readersofinstagram #booksofinstagram #instabook #bookcommunity #read #bookstagrammer #bookobsessed #booksbooksbooks #bookreviewer #bookreviews #bookblogger #bookblog #bookphotography #getinvolved #bookstoredisplay
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