A Killer Social Media Strategy: Crafting the Perfect Tone of Voice for Peter James

From bestselling crime thrillers to viral social posts, we partnered with iconic author Peter James to build a social media strategy and tone of voice as gripping as his novels.

The Brief

With over 18 million books sold globally, Peter James is one of the world’s most celebrated crime authors. Known for his edge-of-your-seat storytelling, Peter was eager to expand his reach on social media, connecting with new audiences while engaging loyal fans.

It was clear that we needed a compelling social media presence that mirrored the intensity, intrigue, and sophistication of his writing. With TikTok and Instagram growing as vital platforms for authors, the goal was to captivate readers and inspire book sales through visually engaging and relatable content.

Focused on connecting with crime thriller fans, we identified TikTok and Instagram as key platforms to expand Peter’s reach and build a deeper connection with his audience.

The Strategy

Our approach was rooted in understanding Peter’s brand as a storyteller. We:

  • Crafted a captivating tone of voice (TOV): Through a collaborative workshop with Peter James and his team, we established a social media TOV that reflected his persona as a master crime author—witty, intriguing, and authoritative.

  • Created buzz-worthy content ideas: We provided detailed content briefs for campaigns that spotlighted his latest books, Stop Them Dead and They Thought I Was Dead. These ideas combined eye-catching visuals, engaging captions, and storytelling hooks to resonate with fans and new readers alike.

  • Highlighted notable accolades: We leveraged newsworthy moments, like being named the Queen’s favourite crime author, to craft shareable content that would inspire curiosity and pride among his followers.

Final Thoughts

Our collaboration with Peter James is a testament to how a well-defined social media strategy and tone of voice can elevate even the most established brands. By blending creativity with strategy, we helped bring Peter’s stories to life on social media, one post at a time.