In 2010, Tim Ferriss launched The 4-Hour Body. The credited the trailer for the book as one of the key parts of the launch, and the reason The 4-Hour Body went from near #150 to #30 on Amazon. It later reached #1.
He shared more about creating the trailer at Behind the Scenes: How to Make a Movie Trailer for Your Product (or Book). The post features an interview with Adam Patch, who directed and edited the trailer. It also discusses issues with music licencing.