sample social media campaign: "sisters"

16
Sample Social Media Campaign: “Sisters” Mike Feldman 215.964.5808 mikefeldman.net

Upload: michael-feldman

Post on 18-Aug-2015

112 views

Category:

Marketing


0 download

TRANSCRIPT

Sample Social Media Campaign: “Sisters”

Mike Feldman • 215.964.5808 • mikefeldman.net

Strategy

• Primary Goal: Increase awareness for the film

• Secondary Goal: Increase social chatter around the film

• Tertiary Goal: Assist in increasing overall ticket sales for the film

What We Want to Achieve

Who We Want to Reach

Primary target: “The Skeptics” • Male and Female • Social media savvy • Like Tina and Amy • Enjoy comedy • Still need to be convinced

that the film “Sisters” is worth their time

Secondary target: “The Believers” • Male and Female • Social media savvy • Love Tina and Amy • Love comedy • Just looking for more ways to

evangelize “Sisters”

Why We Want to Reach Them

• By convincing the Skeptics and energizing the Believers, the combined force of their chatter will likely pique the interest of those who may be apathetic towards the film

• This is how we can reach maximum word-of-mouth and critical mass.

The Skeptics The Believers

The Apathetic

How We Will Reach Them

• By bringing the film to life on the social platforms where our audience creates, curates and shares content

• By creating "snackable”, easily digestible content that surprises and delights

• By amplifying said content through paid social efforts to reach a wider audience

Content

Concept: “Jane and Maura IRL” Tina and Amy’s characters are brought to life on social media. They will have conversations, share their party planning, document the party as it happens in real-time and share other content connected to their characters and themes in the film.

Content Overview

Hashtag: #JaneAndMaurasRager

Tone: Offbeat, fun, awkward, silly

Key Channels: Facebook, Twitter, Instagram, Tumblr The main Sisters social channels will aggregate content from Jane and Maura’s channels.

Example Facebook ContentAn event page created by Jane for Jane and Maura’s upcoming party. In addition, the comments section of the event page could be used for a contest where users submit

their best 80s-style party selfies for a chance to win a trip to the film premiere.

Event page will be promoted with $.

Example Twitter ContentJane and Maura discuss party preparations with each other, talk to celebrities and

friends and comment on a little cultural event that may conflict with their party.

In addition to the campaign hashtag and the accounts being promoted, well performing organic tweets will be promoted with $.

Example Tumblr ContentJane and Maura’s blog dedicated to the 80s with a mix of their original and curated content

The blog will be featured on Tumblr Radar and well-performing, organic posts will be boosted with $.

Example Instagram ContentA mix of photos and videos featuring party-prepping, sister selfies and TBTs

Well-performing, organic posts will be boosted with $.

Additional Content Ideas• Jane and Maura create party inspiration

boards on Pinterest.

• Jane and Maura make 80s video playlists on YouTube

• Jane and Maura live-stream the party on Periscope (or Meerkat).

• Jane and Maura create Snapchat Stories before and after the party.

• Jane and Maura create a “Let Your Freak Flag Fly” 80s party playlist on Spotify.

• Jane and Maura make profiles on Tinder to find dates for the party.

Measuring Success

Key KPIs

• Total number of impressions

• Total number of likes, hearts, favs

• Total number of shares

• Total number of hashtag mentions

All metrics to be benchmarked against performance of previous studio campaigns for similar films, as well as comedy films being released during the same time.

Thank you.

Mike Feldman • 215.964.5808 • mikefeldman.net