Case Study: Book Launch Team for Max Lucado’s Just in Case You Ever Wonder Book

When it comes to Christian books, there aren’t many names more prominent than Max Lucado. Known for his encouraging, theologically sound, and beautiful books, he is one of the most prolific modern Christian authors. His numerous bestsellers have sold approximately 100 million copies worldwide and he will release his 40th book this Fall. Because of his trusted reputation and gorgeous prose, parents were delighted when he began writing books for children, beginning with “Just in Case You Ever Wonder”, originally released in 1992. Now, the book has been re-released with stunning new illustrations, sure to win over a brand-new generation with its endearing and enduring message for children and their parents alike.

The Campaign:
FrontGate Media was hired by HarperCollins to increase sales of this new release and to raise awareness of the book among readers old and new.

Based on the overall goals, FrontGate constructed a detailed plan which was executed over the course of a 40-day long campaign.

At the core of our plan, a curated Facebook group coordinated most of the launch team, targeting moms with young children, and grandparents/parents who had read the original version to their children or grandchildren.


  • Step one was to create a team.  325 people joined the launch team, and 246 people joined our exclusive launch team group on Facebook.
  • The second step in the campaign was having the launch team prepare reviews/posts and sharing them on their own social pages.
  • The participants were very active and many shared reviews, blog posts, and other types of posts on their various platforms.
  • Max Lucado also shared many videos with the participants and even a reading of the entire book. The members loved this personal aspect and felt included and rewarded for their own participation.


Overall, 125 unique book reviews were created by a combination of readers who purchased or received the book including blogger Kelley Mathews who shared her perspective on the popular site Patheos, along with numerous personal shares on Social Media by the 325 team members who signed up. Among the various reviews, 21 reviews were shared on Target’s website, 25 reviews on ChristianSource, 25 on Christianbook, and an extra impressive 53 reviews on Below are just a sampling of the reader reviews that resulted from the campaign.

Client Feedback:

“The launch team is going great! I’m having such a good time keeping an eye on it and seeing all the marvelous things you’re doing in there. I will be knocking down your door to do more of these in the future.”  – Katherine Hudencial, HarperCollins, Max Lucado Book Launch

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