Case Study Category: Audience Growth

Indie Sci-Fi Debut Wins “Out of This World” Launch

Launching an independently published debut novel (particularly in a niche genre, like satirical sci-fi) can be tough. For The Second World, Books Forward partnered with author Jake Korell on a creative, comprehensive book publicity campaign — and the results left everyone over the moon.

Coordinating a Stellar Influencer Tour 

We knew readers would love the novel once they got their hands on it, so we put it directly in their hands! First we created a custom book-themed swag box that showcased the sci-fi hilarity and unique world of Jake’s story. Then we organized an extensive book influencer tour in the weeks leading up to launch, and we kept it going post-launch, building on the book’s momentum with a mix of organic and key paid partnerships.

Stellar feedback from enthusiastic influencers like Kris and Mads, Kist Reads Books, Bloodfire Jeff and MANY more gave Jake’s novel a major boost. Books Forward also provided personalized social media guidance to help Jake stay engaged with his new and growing online fanbase.

Houston, We Have Lift Off

We also coordinated a strong push for Amazon and Goodreads reviews. We saw excellent traction for The Second World, thanks to high engagement with our Amazon advertising strategy, Goodreads giveaway promotion and a NetGalley listing that led to crossposted reviews on both Amazon and Goodreads.

We organized two BookBub features: a Featured New Release to build interest at the initial launch, and a post-launch Featured Deal promoting the discounted ebook.

We also established Jake’s debut author credibility through traditional media, securing reviews with trade publications like Kirkus, interviews with media like Space.com (more than 3 million Facebook followers), guest articles with outlets like Writers Digest (40K subscribers) and local news features like Naperville Magazine (33K Facebook followers).

From One Small Step to a Giant Leap 

The combined efforts paid off. The Second World debuted in the top three of multiple Amazon genres, and reached #6 in general science fiction.

As Jake kindly put it: “I’m not totally sure what I was expecting, but I can safely say that this has surpassed my expectations. I really appreciate everything that Books Forward has done, and I especially want to thank you for taking me and my book on as a partner through this whole thing. You’ve really given me a chance at success in a very crowded publishing world.”

Or, to quote our favorite feedback from him: “WOWOWOWOWOWOWOWOW. This is amazing!!!”

A Year-Long Strategy for a Successful Trilogy Launch

When Evette Davis released The Council Trilogy — The Others, The Gift and The Campaign — we wanted to see more than a single launch spike. From the start, this was a year-long campaign designed to build readership, visibility and sales across all three books, with special emphasis on driving discovery of Book 1 and carrying that momentum through the full series.

Laying the Groundwork with Book 1

Knowing that long-term success hinged on a strong foundation, our team positioned the trilogy as a complete arc rather than standalone titles.

For Book 1, we coordinated an extensive ARC mailing campaign with beautifully designed swag boxes to influencers, genre media and libraries, ensuring early exposure among readers most likely to champion the series. Libraries were a key audience for Evette’s work, so we tailored outreach with personal letters and targeted mailers — an approach that helped the book stand out.

Keeping Momentum Alive Across the Series

As subsequent books released, we shifted into sustained digital promotion. Amazon and Facebook advertising proved especially effective, with campaigns strategically driving readers back to Book 1 to encourage full-series read-through. These ads alone resulted in more than 550 Amazon sales and nearly 5 million impressions.

Reader-facing promotions also played a major role. Newsletter features, discounted ebook price promotions and giveaways across Goodreads, StoryGraph and LibraryThing attracted more than 57,000 entrants, significantly expanding exposure. These efforts helped generate nearly 250 reviews across Amazon and Goodreads, reinforcing social proof as the series progressed.

Building Community and Visibility

In parallel, we supported Evette in developing her author platform from the ground up. Through a consistent social media strategy — centered on Instagram Reels, boosted posts and series-wide branding — we grew her audience to more than 3,000 engaged followers. Influencer outreach, supported by custom swag boxes, further amplified visibility, especially during the first book’s launch.

Results That Last Beyond Publication

By the end of the campaign, The Others was close to selling out its initial print run, with continued organic growth across the trilogy. Coverage in outlets such as Kirkus, Publishers Weekly BookLife, Foreword Reviews, Writer’s Digest and SF Weekly, alongside strong influencer engagement (examples here, here, here and here), demonstrated the power of a coordinated, long-term launch strategy.

This campaign shows that with careful planning and sustained effort, a trilogy can build momentum not just at launch — but all the way through the final book.

Winning National Media for a Story That Was “Already Covered”

How do you put a fresh spin on a story the media has already widely covered?

When Sacramento County District Attorney Thien Ho released The People vs. The Golden State Killer, the killer’s notoriety and the success of similar books like Michelle McNamara’s I’ll Be Gone in the Dark served as both an opportunity and a challenge.

Rather than rehashing the crimes or focusing on the killer, Ho’s book offered something new: his own firsthand account as the lead prosecutor who helped bring the case to justice. Ho’s never-before-seen case details re-sparked media interest — and together we created the perfect angle to fan the flames.

A Fresh Perspective on a Familiar Case 

We positioned the book as the completion of this notorious case: shifting the narrative away from the killer’s notoriety and towards survivors, their families and the law enforcement professionals who never gave up. We also researched reporters who had covered the Golden State Killer following his arrest in 2018.

This critical reframing enabled us to re-approach the media with a persuasive answer to the question every editor asks: what’s new here? And the media jumped on board.

High-Impact Media Results 

The campaign secured coverage from mainstream media such as CNN, The Guardian, People (featured four times), Yahoo News, MSN News and A&E TV True Crime Blog.

The book received high-visibility coverage from literary outlets like Publishers Weekly, Library Journal and Book Riot. Naturally, it also blew up in the true crime and pop culture sphere: Radar’s Keeping Tabs blog, Mind Over Murder, Crossing the Line, Mother Knows Death, Hidden Killers, True Murder, NewsNation, Darkness Radio and House of Mystery.

The campaign was also huge with California media, due to the case’s lasting impact on local communities (The Pacifican, Ventura County Sun, Sacramento News and Review, KVPR, KFBK, ABC 10, FOX 40, KCRA 3, CBS Sacramento, ABC 10, Capitol Public Radio (NPR), FOX 2, KOMO News, Ventura County Star, San Francisco Examiner, SF Weekly and The Santa Barbara Independent).

The Takeaway

“Already covered” doesn’t mean “no longer relevant.” With the right framing, thoughtful targeting and a clear sense of what makes a perspective unique, we can get fresh national attention for even the most extensively-reported subjects.

Switching Genres Leads to a New York Times Bestseller

Switching genres and targeting a new audience can feel daunting, especially if you’ve already built a following within a particular niche.

Abigail Hing Wen was already well known for her bestselling Loveboat, Taipei series (adapted into Paramount’s Love in Taipei), and her USA TODAY bestseller Kisses, Codes, and Conspiracies.

But Abigail wanted to publish something new: her first middle grade fantasy, The Vale. And even with her name recognition, there was no guarantee her existing audience — or media — would follow her into an entirely new genre.

Rather than relying solely on her past success, our campaign repositioned Abigail as an author uniquely qualified to speak to today’s middle grade readers — a strategy that helped her reach the New York Times bestseller list.

Reframing Authority for a Younger Audience

Drawing on her former career as a tech executive, we framed The Vale as one of the first middle grade novels to explore ethical uses of AI: presenting technology as neither villain nor savior — but a tool shaped by human values. We emphasized Abigail’s concept of “clean AI,” highlighting how her story models ethical creativity by training its virtual world only on original or public-domain materials.

We also spotlighted the book’s inventive use of global folklore within an AI-generated fantasy realm, offering young readers a playful, accessible way to understand how technology learns from stories. Publishing with Third State Books — the only exclusively AAPI publisher — further strengthened the book’s cultural and educational relevance. Abigail and Third State also partnered on a simultaneous audiobook release and strategic events plan to further Abigail’s reach.

A New York Times-Bestselling Crossover

The campaign generated strong traction across literary, educational, regional and AAPI media. Literary coverage included Kirkus, Publishers Weekly, School Library Journal’s “Teen Librarian Toolbox”, YALSA’s The Hub, and Children’s Book Review. Coverage tied to a short film adaptation of The Vale starring Lea Salonga brought additional visibility through People and Fangirlish.

We also secured AAPI media attention from South China Morning Post, Sing Tao Daily, Mochi Magazine and The Sifu Mimi Chan Show, alongside regional features with ABC7 News and Pasadena Now. Educational outlets such as Our Classroom, Reading with Your Kids and How to Write for the Future amplified Abigail’s message around tech literacy and ethical creativity.

The Vale became an instant New York Times bestseller — Abigail’s first reappearance on the list since the launch of her debut novel, Loveboat, Taipei.

The Takeaway

Switching genres doesn’t mean starting from zero — it means telling the right story to the right audience. By reframing Abigail’s expertise and aligning her message with timely cultural conversations, we helped The Vale succeed as a true fresh start — and a confident step into a new readership.

Turning Persistence into Prime-Time TV and Viral Influencer Success

Securing national television coverage is never guaranteed — especially when an author has already appeared on a major show. Liz Parker had been interviewed on The Kelly Clarkson Show three years earlier, but a return appearance required more than a reminder email. When promoting their new novel Witches of Honeysuckle House, our publicist approached the opportunity with careful timing and deep familiarity with the show’s tone.

By framing the book’s cozy fall atmosphere, mental health themes, witchy elements and sentient house — and tying it to Halloween and the renewed cultural excitement around Practical Magic — the pitch positioned Liz not just as a returning guest, but as a fresh, relevant voice. The result was a successful second appearance on The Kelly Clarkson Show, reaching a daily audience of more than one million viewers and giving the book a massive visibility boost.

Building Visual Buzz with a Standout Influencer Campaign

Alongside national media pitching, Books Forward designed and executed a high-impact influencer campaign centered on a beautifully curated swag box that reflected the novel’s magical aesthetic. The kits sparked enthusiastic unboxing videos and posts across TikTok and Instagram, with BookTokers and Bookstagrammers sharing the book with hundreds of thousands of followers (such as this one, this one, this one, thiiisss one, and many more!)

We built on the momentum Liz had from their previous book’s fandom, while also strategically utilizing a new audience of influencers to grow their readership and reach new genre enthusiasts.

Sustained Media Outreach Across Multiple Platforms

Persistence didn’t stop with one big win. We continued pitching across outlets and formats, securing thoughtful reviews in The Gloss and Chapter 16, inclusion on curated book lists like Book Riot and Goodreads, and in-depth interviews with outlets including BookTrib, The Nerd Daily and TAGG Magazine. Liz was also positioned as a reflective, insightful voice through guest essays in Writer’s Digest and Common Dreams, expanding their reach beyond genre readers into broader cultural conversations.

We also set up bookstore stock signings throughout Southern California, where Liz is based, to complement their packed launch event at Vroman’s and help pull more sales through for their launch. We were thrilled the book ended up becoming a SoCal bestseller.

A Campaign Fueled by Creativity and Follow-Through

This campaign succeeded because it combined creative strategy with relentless follow-up. From reopening a national TV opportunity  to building influencer excitement and maintaining steady media momentum, we ensured that Witches of Honeysuckle House was seen, discussed and celebrated across platforms.

Liz said, “Books Forward wasn’t only an excellent partner and advocate in promoting Witches of Honeysuckle House, they were as excited about the novel as I was. Their experience, unique promotional ideas, and standard of excellence positioned me for a new stage of growth in my career. I can’t recommend them enough!”

Securing and Maximizing a National Television Feature

When Reginald L Reed Jr. approached Books Forward about his true crime memoir The Day My Mother Never Came Home, we knew his extraordinary story deserved national attention.

To promote his book and amplify Reggie’s message of resilience and healing, we implemented a media strategy that helped secure a variety of national coverage, including one of the biggest true crime platforms in the country: a full-length episode of 48 Hours dedicated entirely to Reggie’s story, boosted on CBS Mornings.

An Epic Campaign, and Just the Beginning 

Before we secured 48 Hours, Books Forward had already confirmed strong national and local media for Reggie, including features in Newsweek, A&E True Crime, Rolling Out, Texas Standard, San Antonio Report and Watch Daytime, along with appearances on topic-relevant podcasts like True Crime Garage and A Trauma Survivor Thriver’s Podcast.

In addition to the interviews and feature stories on Reggie and his memoir with a variety of print and broadcast platforms, bookish media like Shepherd, Crime Reads and Publishers Weekly also championed The Day My Mother Never Came Home.

Amplifying a Major Media Win

The 48 Hours feature — titled after his memoir — was a high-impact opportunity. So ahead of the air date, our team revamped the book’s retail pages and Reggie’s author website, double-checked his book’s distribution platforms to be sure everything was still set up and functioning properly to handle book sales (especially important as an indie author), and prepared a targeted media list so we could move quickly when CBS confirmed the episode’s air date.

With the air date announced, we launched a coordinated campaign to leverage the national attention. We reached out to bookstores about new stocking and signing opportunities, coordinated renewed media interest and promoted the 48 Hours coverage across our social media channels, engaging and sharing CBS’ posts to boost visibility.

A Story That Resonates

Media interest surged again, with new features from AOL News, The Advocate, San Antonio Express News, LADbible and more. The episode received high visibility on Paramount+ and CBS, and was promoted to CBS’ millions of social media followers on Facebook, Instagram and TikTok, with more than a dozen posts.

Thanks to a mix of thoughtful pre-launch preparation, nimble media strategy and Reggie’s authentic voice, we were able to help Reggie’s story reach viewers and readers nationwide. From TV interviews to book club discussions to store signings, his message about grief, healing and reclaiming one’s narrative continues to resonate. We’re proud to have helped amplify his voice — and honored to have played a part in bringing his powerful story to readers across the country.

Cornering Local Market of Book’s Setting

Typically, local media focuses on authors who reside locally. But when Colorado author Ann Lowry released her Wisconsin-set novel, The Blue Trunk, we knew its deep ties to Wisconsin’s history offered a unique opportunity. While Ann resides in Colorado, her story’s connection to Eau Claire’s hidden past created an opening for local media interest.

By creatively positioning the book as “Eau Claire’s secret history,” we reached audiences eager to engage with their community’s untold stories.

Creative Pitching Leads to Big Local Wins

Our campaign focused on pitching the book’s real-life inspiration, emphasizing its roots in Wisconsin’s asylum history. This approach resonated with media outlets across the state, leading to standout placements like a morning edition interview on Wisconsin Public Radio and a feature on WQOW (ABC 18). These high-quality gains sparked additional statewide interest, including an upcoming feature on Wisconsin Stories.

Demonstrating the Power of Local Media

Rather than solely targeting media based on Ann’s residence, we leaned into the book’s setting to expand her reach. Ann’s engaging interviews highlighted both the personal connection behind the story and the broader historical themes, capturing the attention of Wisconsin audiences and creating a ripple effect of media coverage.

This campaign is a testament to the value of local media in driving awareness and engagement. By creatively positioning The Blue Trunk within the historical context of its setting, we secured meaningful coverage that reached the community most likely to connect with its themes. Ann’s success shows that local media—when approached strategically—can be a powerful promotional tool.

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.

Identifying Military History Enthusiasts to Create “Must Read” Buzz

When Charles Lachman, Inside Edition’s executive producer, released Codename Nemo, he didn’t just want to reach any readers – he wanted to connect with the dedicated community of military history enthusiasts who would truly appreciate this WWII Navy story. We focused on connecting Charles with audiences that aligned with his narrative’s historical depth and relevance, ensuring Codename Nemo formed a dedicated reader base who would most resonate with its gripping, historically rich storytelling – a solid foundation for prolonging sales after release.

Targeted Outreach to a Dedicated Fanbase

The campaign focused on military and WWII-focused media that spoke directly to history lovers. This niche targeting complemented Charles appearance on CBS Mornings by broadening his reach within the communities where his story would have the most enduring impact. We secured features in key outlets like Military.com, Navy Times and The Archive. We also coordinated interviews with American Warrior Radio, Spycraft 101, Veterans Breakfast Club, WW2 Podcast, Veterans Radio and naval history museum’s podcast Preble Hall. This targeted approach built excitement among military history fans and positioning the book as a must-read within the genre.

Creating a Sell-Out Impact

The campaign’s success was evident in the book’s initial performance, with Codename Nemo quickly rising to #1 on BN.com and nearing sell-out, necessitating additional print runs to keep up with demand. These results showcased the value of connecting with specific audiences whose interest could sustain the book’s visibility well beyond the initial release.

By strategically targeting its audience, Codename Nemo avoided the “flash in the pan” publicity that can follow mainstream coverage alone. Instead, we built a campaign with longevity, connecting Lachman with readers who are likely to support and recommend his work long-term.

Scoring Major Media One Year Post-Publication

We love to challenge the misconception that (major) media coverage is achievable only within the first few months of publication. One year after the release of Dr. Tamara J. Walker‘s Beyond the Shores, we saw a unique opportunity to rekindle excitement for this essential exploration of African American travel.

By aligning our campaign with Juneteenth and the peak summer travel season, we targeted the audience most likely to resonate with Dr. Walker’s message and expertise – proving that, with the right approach, a nonfiction author can gain traction long after their book’s initial release.

A Strategic Approach with Quality Gains

An author’s expertise is evergreen, and well-written guest articles pertaining to their book can get major media traction long after publication. That’s why we targeted high-impact placements for Dr. Walker’s guest articles with quality travel media.

Books Forward secured her placement with Smithsonian (twice) as well as TravelWeekly, a magazine for travel industry professionals. We also connected her for podcast interviews with listeners specifically interested in travel, and African American/women traveling in particular. Dr. Walker dazzled on Conde Nast Traveler’s Women Who Travel podcast, as well as niche travel podcasts like Travel N Sh!t and The Black Expat Podcast.

Campaign Highlights and Long-Lasting Reach

Through strategic timing and quality placements that positioned her directly in front of her target audience, Dr. Walker’s book gained renewed visibility. The campaign demonstrated the enduring value of nonfiction when paired with intentional, well-aligned publicity.

We are thrilled to help Beyond the Shores reach new readers and establish Dr. Walker as a leading voice in African American travel literature, showcasing the power of a targeted, timely approach even beyond a book’s initial release window!