An Executive Summary for the Social Media Marketing Campaign for the Three-Phase Release of Bill & Ted Face the Music
The release of Bill & Ted Face the Music will require a three phased social media campaign in order to maximize business and SMART social media goals. Within the three phases, (pre-event, event, and post-event) Facebook, Instagram and Twitter will be used to achieve the goal of each phase. Within these phases and social media platforms, the target audience, voice, creative, copy, hashtags and partnerships will be explored and again related to the SMART goals. Creative such as video, images, GIFs, and graphics will be in use amongst the three platforms and physical examples will provide a base level for creative decisions for the campaign. After each phase of the event, professional analytics and social listening tools will be utilized in order to better enhance the next phase, and then ultimately analyze the campaign as a whole to evaluate our business and social media goals.
With SMART goals being a crucial part to all social media campaigns, it is imperative that each phase of this campaign is aligned to maximize on the overall success (Ennis-O’Connor, 2018). The two overall business goals are awareness and conversions. The awareness objective will be optimized by impressions and engagements will have a KPI (key performance indicator) of reach, and the conversions objective will be optimized by downloads and purchases with a KPI of CPD (cost per download) and CPL (cost per lead). The SMART goals for this campaign are to increase movie awareness, communicate with customers, establish and then increase engagement with celebrities and the press, generate sales, and grow revenue. Each of these goals are specific, measurable, attainable, relevant, and time specific and will flow through each of the three phases.
The Campaign
This campaign will feature organic and paid advertising content produced for Facebook, Instagram, and Twitter and will be utilized in varied ways across the three phases.
Facebook was chosen for the comprehensive ad strategy along with the appeal to the target audience. There are multiple benefits to Facebook including its robust analytics, the ability to micro-target your exact audience, gear ads towards your objectives, reach a wider audience with organic posts, retarget those who are interested in your previous posts, customize call-to action buttons, and lead to a lower cost per click and conversions with proper settings (E-Clincher 2019).
Instagram was chosen for its ability to easily increase brand awareness, ad targeting for your specific audience, and allowing your developed voice to connect with your audience (Cliq, 2018). Instagram also offers easy conversion methods with utilizing the Story “swipe-up” feature which will be useful in all phases of the campaign for linking trailers and sites to download for video-on-demand and ticket purchases.
Twitter was chosen to quickly and efficiently communicate on a personal level with the target audience. In regard to Twitter’s paid posts, they are simple and effective both in cost and performance. Twitter allows advertisers to pay once they’ve reached their marketing objective which beats out some of its competitors for lead generation (WordStream, 2020). Twitter also offers a low cost per click, tailored audience targets, and the ability to use keywords to help aim at that audience (WordStream, 2020).
By choosing such comprehensive social sites that aim at pushing paid content to a specific target audience will allow this campaign to meet its goals. All content, both paid and organic will be created and geared towards Males from the ages 25–54 and Females from 35–44 who have interests in comedy, Sci-fi, comic books, and music — specifically Heavy Metal and Rock (“Product Placement,” 2019).
With our audience established, we must then establish the voice of our social campaign. As a whole, all content, both paid and organic will be playful, funny, informative, entertaining, laid back, and use “dude”-filled vernacular. While we are ultimately trying to create awareness and drive downloads and sales, we have to appeal to our audience and let them experience a glimpse of themes from the movie through all social posts.
In order to maintain potential UGC (user-generated content) for sharing and social listening, along with tracking all campaign posts, hashtags will be utilized consistently throughout the campaign. The four hashtags will include, #BillandTed, #BillandTed3, #FaceTheMusic, and #YesWayDude. While these will be used in all posts, hashtags will not be limited to these alone due to things such as national holidays or current event hashtags that may relate to the movie and allow to extra promotion during the campaign.
Beyond posts created by the content creators for the campaign, we will also be utilizing celebrity partnerships to increase brand awareness and grow our audience. The main celebrity influencers for the social media campaign would be Alex Winter, Kid Cudi, Samantha Weaving, and Bridgett Lundy-Paine — excluding one of the main stars, Keanu Reeves, due to his lack of social media presence. These partnerships would be easy to coordinate since each person is featured and well connected to the film. For returning cast member, Alex Winter, this partnership would allow for previous Bill and Ted fans to generate excitement and potential UGC about their nostalgia and love of the movie franchise. With cameos and newcomers like Kid Cudi, Weaving, and Lundy-Paine, this will allow for brand awareness amongst a younger crowd who may not already be familiar with the previous movies. Ultimately, all of these partnerships lend to the overall campaign success.
Content Examples
References:
3 Benefits Of Advertising On Instagram. (2018, June 3). Retrieved August 13, 2020, from https://cliq.ie/3-benefits-of-advertising-on-instagram/
Analytics and Social Listening. (2020, July 09). Retrieved August 13, 2020, from https://sproutsocial.com/analytics-and-social-listening/
The Benefits of Facebook Ads: 11 Reasons Why You Need Them — e-clincher. (2019, August 26). Retrieved August 13, 2020, from https://eclincher.com/blog/the-benefits-of-facebook-ads-reasons-why-you-need-them/
Ennis-O’Connor, M. (2018, January 18). How To Set SMART Social Media Marketing Goals For Your Business. Retrieved August 13, 2020, from https://medium.com/@JBBC/how-to-set-smart-social-media-marketing-goals-for-2018-862d1002a172
Enterprise Social Media Management. (2019, December 12). Retrieved August 13, 2020, from https://sproutsocial.com/enterprise/
Kim, L. (2020, May 1). 5 Really Good Reasons to Use Twitter Ads. Retrieved August 13, 2020, from https://www.wordstream.com/blog/ws/2016/12/14/why-use-twitter-ads
Lua, A. (2020, June 30). 9 Social Media Goals You Can Set for Your Business (and How to Track Them) -. Retrieved August 13, 2020, from https://buffer.com/library/social-media-goals/
Product Placement Recommendations: Bill & Ted III. (2019, March 28). Retrieved August 13, 2020, from https://www.statsocial.com/insights/product-placement-recommendations-bill-ted-iii/
