Wonder Woman 1984 Executive Campaign Summary
The release of Wonder Woman 1984 is quickly approaching, but there were many strategies put in place months before to effectively market this movie and cater to the new normal of releasing a big box office movie on a streaming platform. Wonder Woman 1984 will be released in select theaters that may be open and exclusively on HBO Max. This movie was originally set to be released in June 2020 and then October 2020, with the push back and change in release date as well as the new streaming offering, the social media strategy for the premier of Wonder Woman 1984 has changed significantly. The strategy will consist of a full campaign plan beginning with goals, outlining the target audience, developing the tone and voice and incorporating influencers. This strategy will also focus on analyzing the success as well as monitoring the duration of the campaign on each individual social channel. The pre-event, during event and post-event strategies will be established and listed in this campaign strategy and to conclude, a complete end review of the social media marketing strategies that were put in place.
When building out a social media marketing campaign, it is necessary to start off by creating goals to measure the success of the campaign. These goals must be SMART goals: specific, measurable, attainable, relevant and timely. Christina Newberry does an excellent job of giving a brief overview in the Hootsuite Blog of what SMART stands for and how to develop goals specific to your campaign using this acronym. “Specific: Making your social media goals specific helps you track progress and measure success. Measurable: Every goal needs some kind of metric. Attainable: Your social media goals should absolutely require you to stretch, but they should be within reach if you put in the required work. Relevant: This is the piece that ties your goal-setting back to larger business objectives. Timely: Deadlines keep everyone accountable. Include a timeframe for completion of your goal so you know when to check in on your success (Newberry, 2019).” After taking this in to consideration, the social Media SMART goals for the promotion of Wonder Woman 1984 include:
1. Create awareness and buzz about the movie by using a formulated hashtag #WW84, by using this hashtag we will be able to directly see how many people are talking about the movie/ posting about it before the event, during the event and after. This goal fits the criteria of a SMART goal and the measurability will be very useful.
2. Increase social media engagement and build community. We can make this a SMART goal by creating a “Wonder Woman” challenge before the movie is released. During this challenge followers can create a video letting us know who is there Wonder Women and then using the hashtag #MyWonderWoman. We can reshare these videos on all social pages.
3. Be in the top three of most streams from an HBO Max released movie. We can measure the amount of views and streaming of the movie on the first day of release by pulling these numbers from HBO Max.
4. Increase followers on each social media channel by 10% pre-event. We can achieve this goal by communicating directly with followers and viewers by having a 100% comment rate.
This campaign will use Instagram, Facebook and Twitter as the main three social media platforms used to market and execute the Wonder Woman 1984 social media marketing strategy. The reasoning for the use of these three social media platforms, is that the target audience for the movie is largely on each of these platforms. To create a target audience for Wonder Women 1984, we conducted research on the success and target audience from the Wonder Woman movie released in 2017. According to a study from Amy Watson published on Statista.com, “The statistic shows the audience distribution of Wonder Woman in the United States in 2017, by age. According to the source, approximately 28 percent of the audience was aged 25 to 34” (Watson, 2019). This is important to note, as the DC movies are now being catered to the audience that grew up with these comics. “Wonder Woman” is also attracting more older moviegoers than most blockbusters. Liebmann explained that “the audience share for moviegoers over 50 increased from 12 percent to 22 percent over the first weeks — 20 percent higher than other tentpoles” (Berger,2017). The age group over 50 is also very important to note, especially since this movie will now be accessible to stream, making it easier for this age group to stay home and still watch the movie. When it comes to choosing a target audience based on gender, we also looked at the numbers based on the last DC Wonder Women movie. According to the article “Female and Older Moviegoers Helped Wonder Woman Soar at the Box Office, “‘Wonder Woman’s’ audience evolved in a similar manner as most blockbusters but with some trends notably magnified,” observed Matthew Liebmann, Movio’s senior VP for the Americas. “While the female and 50+ segments of the audience generally grow over the course of the run, ‘Wonder Woman’s’ female audience nearly reached parity with the male audience by the third week” (Berger, 2017). The target audience for Instagram and Twitter will be 20–35 year old women and men, but focus on the women demographic. The target audience for Facebook will be 25–55 year old women and men. The reasoning for these targets is that Instagram caters to the younger generation, but there are still many older users on the platform and as for Facebook, it is widely known that this platform currently hosts an older demographic, which can be especially beneficial when marketing specifically towards them.
Wonder Woman 1984 focuses on a strong female lead, and with the blast to the past 80’s vibe, the tone and voice for this campaign will have a fun, light-hearted superhero and adventure feel, but it will also incorporate the nostalgia of the 80’s. A caption example can be, “Get ready for an epic 80’s adventure. Wonder Woman 1984 is here and you won’t want to miss it!”.
Hashtags for this campaign will include #wonderwoman #WW84 #WonderWoman1984 #wonderwednesdays #blasttothepast. #MyWonderWoman. The #WW84 hashtag can stay consistent by being posted on the majority of all social posts, but other hashtags can be used in place for a special event taking place. #MyWonderWoman will be used for the Wonder Woman Challenge, where followers will have the opportunity to create a video talking about the Wonder Woman in their life.
This movie has an all-star cast, which is incredibly exciting when it comes to using influencers and having partnerships to promote this movie. Gal Gadot is Wonder Woman herself and re-posting and photos and videos on the official Wonder Woman 1984 channels will be beneficial for both the hype of the movie and also showcasing the leading star. Chris Pine is also another notable actor who stars in this movie, re-posting any of his content will also be incredibly helpful for exposure.
This movie is not only about a badass superhero, but it is all about female empowerment, with a female director and of course a star leading lady, taking this in to consideration helps choose what type of influencers we can partner with. There are so many strong and powerful women in this world. Before the movie is released we will reach out to 10 different influential women that are making a difference and breaking boundaries in today’s society. We want to hear from them what it takes to be a “Wonder Woman”, we will then be able to post these videos on the Wonder Woman 1984 social media channels. These women will include Serena Williams, Sue Bird, Megan Rapinoe, Ronda Rousey, Simone Biles, Selena Gomez, Laverne Cox, Alexandria Ocasio-Cortez, Kamala Harris and of course Gal Gadot herself. This will not only help us generate buzz, but this is also a way of bringing the Wonder Woman community together. These posts will go on the social media channels during the pre-event stage. Here is an example of how one of these posts will look, but the video content will be different since these women will share with us what it takes to be a “wonder woman”:
An example of a post that will be shared on social media during the event will be a countdown until the release. Leading up to the official release date of the movie we will posts on the various social media channels a countdown until the movie release to create excitement and get people talking.
An example of a content that will be posted during the post-event stage is getting reviews from fans and viewers and sharing that on the WW84 social media channel:
After executing the full social media marketing strategy campaign for Wonder Women 1984, the pre-release stage is the most important phase in this plan. The pre-release stage gives us the opportunity to create awareness and buzz for the new movie. By using Instagram, Facebook and Twitter we will be able to get people excited and interested in watching Wonder Woman 1984. For this particular social media campaign, I believe that Instagram is the most successful platform for this marketing campaign. The target audience on Instagram is the best audience to relate to by creating excitement, buzz and generate a lot of conversation. We will also be able to pull a lot of user generated content, post Wonder Woman specific giveaways before the launch to get people even more excited and create different challenges for people to get involved in.
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