DEAR BLACK GIRLS
By A’ja Wilson
Digital Book Launch
Role: Lead Strategist, Book Launch Campaign
Objective
Position Dear Black Girls as both a cultural moment and a bestselling book. Introduce A’ja Wilson as a new literary voice while elevating Moment of Lift Books as a platform for powerful nonfiction.
Insight
A’ja’s audience is loyal but highly segmented. Sports fans follow her for her performance. Women look to her as a role model. Parents, educators, and readers respond to her vulnerability. To grow reach, we needed to respect these entry points and make the campaign feel personal to them.
Strategy
Build audience through aligned partnerships and emotional storytelling. Use A’ja’s voice and personal archive to create content that feels intimate, not promotional. Ensure every touchpoint matches the book's tone while extending beyond her existing following.
Execution
Clarified shared goals across A’ja, WNBA, and Moment of Lift Books.
Mapped audiences from core followers to adjacent segments.
Analyzed audience overlap across all partners to guide content distribution and paid targeting.
Led branded shoot to visually anchor the campaign in A’ja’s energy and story.
Secured WNBA highlight footage and integrated personal archival content.
Built cross-platform content that felt native to each partner and consistent across the full campaign.
Developed paid and organic strategies to target each audience with tailored creative
Results
New York Times Best Seller in week one
Book trailer reached 500,000+ views in 48 hours
Content shared by WNBA, Klutch Sports, Las Vegas Aces, and high-profile figures
Local launch events drew media and community attention in A’ja’s hometown
Moment of Lift Books introduced to new audiences as a trusted imprint for visionary nonfiction