THE SOCIAL MEDIA BLUEPRINT THAT LAUNCHED 'GIRLS WITH GOOD FORTUNE' TO SUCCESS
INTRODUCTION
Girls with Good Fortune is a contemporary women’s fiction novel filled with ambition, friendship, and personal discovery. Written for readers who enjoy heartfelt stories with relatable characters, the book had all the right ingredients but lacked one thing: visibility.
Kristina McMorris chose the self-publishing route, which offered creative freedom but came with the challenge of marketing the book alone. In an already crowded genre, breaking through without an established platform or following was a major hurdle.
This case is important because it highlights how social media, when managed strategically, can transform a book’s reach and create an engaged community around it.
THE CHALLENGE
When Kristina McMorris partnered with Novella Publishers, the biggest challenges were clear:
No social media presence to start with.
No content strategy or audience engagement plan.
A crowded genre with thousands of competing titles.
Limited reviews which made it harder to gain trust early on.
A modest budget that required careful and smart allocation.
THE BOOK WAS OUR IN THE MARKET BUT INVISIBLE ONLINE. WITHOUT A FOCUSED CAMPAIGN, IT RISKED BEING BURIED UNDER THE ENDLESS STREAM OF NEW RELEASES.
GOALS
Together with Novella Publishers, the author set clear, measurable social media goals:
THE STRATEGY
Novella Publishers crafted a tailored social media marketing plan that prioritized organic growth and targeted ads.
CONTENT CREATION
A content calendar was built around the book’s themes: friendship, ambition, and female empowerment. Posts included quotes from the book presented with strong visuals, behind-the-scenes looks at the writing journey, reader polls and interactive questions to encourage engagement, and lifestyle content that resonated with women’s fiction readers.
TARGETED ADS
Facebook and Instagram ads were run to reach women aged 25–50 who enjoy contemporary fiction, book clubs, and bestselling authors in the genre. Ads highlighted the emotional hook of the story rather than simply selling the book.
COMMUNITY BUILDING
Giveaways, Q&A sessions, and reader shout-outs created a sense of community. Early readers were encouraged to share photos of themselves with the book, building social proof and organic buzz.
IMPLEMENTATION
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(Week 1-2) Account setup, branding, and creation of initial content batch.
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(Week 3-4) Launch of targeted ad campaigns on Instagram and Facebook.
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(Month 2) Introduction of interactive posts and reader polls to boost engagement.
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(Month 3) Social media giveaway campaign tied to review generation.
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(Ongoing) Weekly content calendar management and ad optimization.
BUDGET WAS ALLOCATED MAINLY TOWARD ADS, WITH A SMALL PORTION FOR BRANDED GRAPHICS AND GIVEAWAYS.
RESULTS
The social media campaign exceeded expectations:
1,600+
Instagram followers in six months
1,200+
engaged readers on the Facebook page
60
verified reviews gained on Amazon
AUTHOR’S PERSPECTIVE
KRISTINA SHARED:
“Before Novella, I had no idea how to use social media to promote my book. They helped me build accounts and connect with readers in a way that felt authentic. The growth was exciting, but what meant the most was seeing readers talk about my story online.”