Designing a Themed Influencer Tour for Post-Launch Success

The book industry often emphasizes the importance of pre-launch buzz, but tenacious debut author Christina Bacilieri’s novel The Last Refuge proved that a creative, well-timed post-launch campaign can be just as impactful.

Looking for some post-launch support, Christina partnered with Books Forward on an exclusive influencer tour. We worked together to design a one-of-a-kind, magical swag box to reach her readers in a meaningful way.

A Themed Campaign Based on Connection

Christina and our team crafted a campaign that resonated with the heart of her novel: the transformative relationships between women across generations. Christina explained, “I wouldn’t be the woman I am today without the love and guidance of the incredible women in my life, and that’s why I’ve imbued those characteristics into my female main character and her mentors.”

To honor this theme, Books Forward designed a unique swag box that created an immersive experience for influencers. The team then identified and pitched Bookstagram, BookTok and BookTube influencers who loved Christina’s genre, ensuring the campaign connected with her target audience.

Targeted Execution and Impressive Results

The campaign launched during International Day of Families week, with Books Forward coordinating reminders and follow-ups to ensure participation. The result was outstanding: more than 80 influencers posted about The Last Refuge on platforms like Instagram, TikTok, YouTube and X, collectively reaching nearly 2 million users. Influencers such as @evisbookishcorner, @thereaderandthechef and @paperfury shared enthusiastic posts that generated high engagement, with comments and likes from excited readers.

The Power of Post-Launch Publicity

This campaign illustrates the potential of a well-executed post-launch strategy. By pairing Christina’s personal connection to her book’s themes with a creative and targeted influencer tour, Books Forward helped The Last Refuge build momentum and find its audience long after its release.