Final Project: Free Guy
Introduction
For the first portion of this assignment, I will outline my marketing plan/strategy for the launch of the new Disney film, Free guy. The said plan includes digital marketing techniques and more traditional methods. The combination of both will allow for the best performance as younger children who form part of the target audience for this movie may not use social media heavily. The campaign will run across FB, IG, Snapchat, and Tik Tok; however, a partnership with McDonald's will be put into place where figurines that feature characters is the gift with a happy meal purchase.
SMART goal for the campaign: to generate ticket sales of 10,000 per day across the U.S.. Considering the pandemic has decreased the number of people that feel comfortable attending a theater, this number should be attainable. Said results will be obtained by posting and promoting relevant ads in different funnels of marketing. For example, our prospecting campaign will serve to reach new audiences while our retargeting campaign will aim to reach those who have previously engaged with an ad.
Campaign
FB + IG are the strongest social media platforms for mid-age adults, parents, and so on. TikTok is on the rise and Snapchat reaches a younger audience.
Target market: 13–55. This age allows room to reach out to the younger population that is able to watch said film per its PG-13 rating while also achieving views from older consumers, parents that can take their children, and so on. We will focus on reading an audience that has previously engaged with Disney through interest category on each ad set build.
Voice of social media campaign: quirky and fun, colloquial.
Hashtags utilized for campaign: #freeguy #disneymovierelease
Partnerships/influencers: The Rock due to his previous success in similar Disney films such as Tooth Fairy.
Measurement & Tools
Analyzation will take place via GA and in-platform numbers will be used to compare said results. I would like to measure ROAS to see what our ad have been producing.
Pre-Event Phase: 6-months prior to launch
Social marketing plan kick-off: 6-weeks prior to launch
Ads will run daily with a lifetime budget to support the campaign; however, organic posts will happen once a day in the afternoon as most users engage with social media platforms after work and around noon during the weekend.
FB and IG visuals and captions include the poster of the movie and hold a countdown as copy to the release date. The target for this is adults.
Snapchat visuals will actually be filters that have a frame displaying the date the movie launches along with a face-changer that makes selfies look like Ryan Reynolds. The target for this are individuals within Gen Z.
TikTok visuals and captions will be more native to the feed so that it doesn't resemble an ad or look too brandy. Ryan Reynolds will give a quick 10-second pep talk about why filming the movie was so great and why going to see it is a must. The target for this are individuals within Gen Z.
Conclusion
The most important part of the marketing plan occurs prior to execution. Proper planning leads to optimal execution and then the best performance.
I think TikTok will have the most success as it is currently booming. Celebrities are able to voice themselves in a natural and candid manner.
To make use of our current environment, COVID-19 related ads could remind people that they are finally able to safely gather with precautions and that movie theaters are back and better than ever.
