“Blood Will Tell” Audiobook + Campaign

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Platform Focus:

Instagram, Facebook, Email Marketing

🎧 The Making of the Audiobook

When Anita Coffee Thomas approached Heir Media, she had a compelling story set in 1971—“Blood Will Tell,” a gripping mystery following aspiring reporter Amanda Blackstone as she uncovers secrets buried deep in high society. With sharp dialogue, chilling revelations, and an immersive sense of time and place, we knew the audiobook would require just the right tone and texture.

Heir Media (with the help of our partners at Truth In Image Business Media) helped shape the audiobook’s tone by:

    • Recording a clear and clean soundscape ready for audiobook distribution platforms.
    • Directing in-studio narration to ensure emotional clarity and period-accurate delivery.

Anita recorded the book herself, lending intimacy and intention to Amanda’s point of view. The result? A vivid, cinematic listening experience that puts the audience right inside the investigation.

📣 The Marketing Campaign

We developed a 5-week launch strategy to generate buzz, deepen engagement, and convert interest into sales—all while building Anita’s long-term audience.

Key Campaign Elements:

    • Email Funnel & Landing Page:
      A teaser-driven subscriber experience with personality quiz, behind-the-scenes content, and pre-launch trailers.
    • Social Media Content:
      • Cinemagraph-style character intros
      • Trailer teasers with curated hashtags
      • “Who Said It?” challenge to gamify listening
      • Debutante drop content to explore the story’s themes of class, power, and reputation
    • Influencer Collaboration:
      Partnerships with true crime and audiobook influencers to organically amplify key beats of the story, plus a subtle, minimal-paid TikTok/IG strategy to elevate reach with minimal spend.

Why This Project Matters

For Anita Coffee Thomas, “Blood Will Tell” was more than a debut—it was a declaration. A love letter to 1970s journalism, female ambition, and twisting, noir storytelling. Bringing Amanda Blackstone to life in an audio format gave Anita the chance to tell her story in a way that was immersive and empowering.

For Heir Media, this campaign marked a defining moment. It combined all our creative strengths: strategy, story, social, and sound. We didn’t just launch an audiobook—we gave it a living, breathing identity online. Through thoughtful engagement and targeted storytelling, we helped turn a book launch into an experience.

Measurable Results

Our campaign gained strong traction, especially on Facebook and Instagram. Across the five-week launch campaign for “Blood Will Tell,” our carefully structured mix of video, carousel, and image content successfully elevated Anita Coffee Thomas’ visibility and deepened engagement with both loyal readers and new audiences. Each post was crafted to either build intrigue, invite participation, or drive direct conversions—and the data confirms it worked.

Video vs. Static: What Performed Best?

While static image and carousel posts consistently produced the highest engagement rates, video posts generated deeper reach and interaction during launch moments, suggesting that video excels at announcing milestones, while imagery and carousels encourage lingering attention and shares.

✅ The carousel post announcing the interview opt-in and behind-the-scenes insights had the highest engagement at 49%—a clear sign that deeper story access resonated with followers.

🎥 The audiobook launch post performed well for a direct call-to-action, confirming that video + direct links = strong conversion potential.

📅 POST TYPE KEY MESSAGE ENGAGEMENT RATE INSIGHT
May 2 Carousel Behind-the-scenes + Interview opt-in 49% The highest engagement rate. Carousels gave viewers more content to swipe through, increasing time on post and driving email signups.
May 6 Image Kirkus Interview Announcement 38% Strong engagement, suggesting audiences respond well to milestone media coverage and curated visuals.
May 7 Video Audiobook Launch Announcement 18% A direct video announcement was essential for visibility and click-throughs, effectively converting interest into listens.
May 9 Video “Who Said It?” Challenge 3.8% Though lower engagement, this interactive content was a great brand awareness tool and reinforced trailer recall.

Key Takeaways:

    • Visual Depth Drives Clicks: The carousel post showcasing author insights and behind-the-scenes commentary outperformed all others, proving that the audience valued storytelling transparency and bonus content.
    • Milestone Moments = Video Wins: Both launch and challenge videos prompted strong real-time reactions, underscoring video’s power to punctuate major campaign moments and create momentum.
    • Image Posts Build Trust: Static visuals paired with meaningful captions (e.g., the Kirkus Review post) drove higher engagement than expected, validating that credibility-driven content builds author authority and community trust.

Engagement Growth Summary:

    • Total Instagram engagement increased by over 50% compared to the month prior.
    • The email list saw a 34% subscriber increase tied directly to carousel and story-driven posts.
    • Audience retention was highest on posts that featured character reveals and insider content, suggesting future campaigns should continue to lean into immersive narrative marketing.

About Anita Coffee Thomas

Anita Coffee Thomas grew up in northeast Florida and graduated with a bachelor’s degree in English from Florida State University. She married her childhood sweetheart but was widowed at age 27. She briefly remarried and then subsequently spent twenty years in Atlanta at her dream job in advertising. After growing tired of Atlanta traffic and the lack of an ocean, she moved to Wilmington, North Carolina in 2000. There she started her second dream job at the local daily newspaper, the Star-News. Following her retirement in 2014, she completed her first novel.

Final Thoughts

“Blood Will Tell” is just the beginning. The campaign proved that a mystery told well—with the right voice, tools, and marketing—can leave a lasting mark. With strong creative and data-driven strategy, even an indie audiobook can find its audience and ignite imaginations.

Want to Work With Us?

At Heir Media, we specialize in crafting compelling visual narratives that bring history, craftsmanship, and innovation to life. Whether you’re preserving a historic landmark, showcasing your company’s expertise, or launching a new project, our team is ready to capture your story with the cinematic quality it deserves. Let’s collaborate to create something extraordinary.

Get in touch today!