Your existing audience is ready to become part of the launch
Sandra Roycroft-Davis grew preorders from approximately 85 to 1,973 and reached No. 5 in The Sunday Times
Core outcome
85 → 1,973
Verified preorders in around one month
01. The context
Opening
As the founder of ThinkingSlimmer and creator of Slimpod, Sandra Roycroft-Davis came to the launch of The Weight's Over with an established business, a loyal community, significant media visibility and a programme that had helped more than 350,000 people.
What she needed was mobilisation: a clear reason for people to act, the right messages at the right moments and coordination across her team, publisher, PR partner and owned channels.
The opportunity lay in giving that audience a clear and compelling role in the launch.
Does this sound familiar?
You may recognise Sandra's position if:
- You already have a community, client base or email list, but cannot assume they will buy the book
- Several internal and external partners are contributing to the launch
- Your team can implement activity, but needs an overarching strategy and campaign sequence
- You have an ambitious bestseller goal and want the campaign to strengthen your authority after launch
02. The strategy
The challenge was orchestration
Sandra's audience already knew and trusted her work in behaviour change and weight management. The campaign needed to convert that goodwill into preorders and publication-week sales through varied messages, well-timed activity and clear calls to action.
It also needed clear ownership. Sandra's internal team would run day-to-day channels and practical automation. Yellow Kite and Hodder managed publishing and distribution. The Book Publicist led earned media. Brandspire acted as strategic and communications lead, ensuring the moving parts supported the same launch objective.
03. The work
We created the campaign architecture
Brandspire developed:
- The overarching launch strategy, sequence and core messaging
- Launch-team invitations, preview materials and incentive ideas
- Bestseller planning across preorder timing, retailer mix, list mobilisation and campaign peaks
- Launch, delivery and nurture emails for Sandra's owned audience
- Social calendars, scripts, articles, graphics and edited video assets
- Coordination across Sandra, her team, the publisher, PR partner and other suppliers
We also supported the marketplace and owned-platform infrastructure around the launch:
- Amazon categories, keywords, listing requirements and A+ content follow-up
- Amazon Author Central setup, approved on 23 February 2025
- Liaison with the publisher on preorders, stock, distribution and timing
- Advice on the book site, landing pages and lead capture
- Development of The Weight's Over Live Show across seven podcast platforms
- Sandra's personal-authority website, positioning her as a behaviour-change expert, author, media commentator and speaker
- An interview with Athena Women Today, including preparation and coordination
04. The proof
23×
Approximate preorder growth
No. 5
The Sunday Times bestseller list
750+
Amazon copies in 48 hours
What changed?
The publisher-reported preorder progression shows the campaign gaining momentum:
Preorders grew to roughly 23 times the starting figure in around one month.
On publication day, the publisher also reported:
- More than 750 Amazon copies sold in 48 hours
- A position of No. 11 among Amazon's top-selling titles
- Just over 2,000 copies sold at that point
- Demand strong enough to create replenishment pressure and a risk of further stock-outs
On 19 March 2025, The Weight's Over entered The Sunday Times bestseller list at No. 5.
The launch also left Sandra with assets that could continue working after publication week: an approved Amazon author presence, a podcast distributed across seven platforms and a personal-authority website connecting the book to her wider work.
The Book Publicist separately reported 26 media opportunities and later 45 or more regional pieces from one syndicated expert comment. Those earned-media outcomes belong to their specialist PR contribution, coordinated with the wider campaign.
05. Your path
What this could mean for you
An established audience gives a launch a powerful starting point. People still need to understand why the book matters now, what role they can play and when action will make the greatest difference.
The larger the campaign, the more important clear coordination becomes. A strong strategy connects audience segments, messages, partner roles, retailer activity, stock, email, PR and owned channels.
“Thank you all very much! Been such hard work but we did it!!”
This was a multi-partner campaign. Brandspire led strategy and communications; Sandra's internal team handled much of the day-to-day implementation; Yellow Kite and Hodder managed publishing and distribution; and The Book Publicist led earned media.
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