Wonder Woman 1984 Executive Summary
Wonder Woman is at it again. Set in the 80s, the protagonist, Diana Prince, is out to save the world by acting as an operative during the Cold War to stop a nefarious Russian spy. The highly-anticipated sequel, Wonder Woman 1984, premiering on December 25, 2020, will bring the Amazonian hero back to the box office to stop an enormous conspiracy brought by the businessman Maxwell Lord and an ambiguous foe, Cheetah (Eclarinal, 2020).
To maximize business and SMART social media goals for the three phases of the movie release (pre-event, during the event, and post-event), the social media plan is to increase publicity, enthusiasm, and searchability for the superhero film. The strategy is to heighten audience engagement numbers by promoting specific content types across the film’s social media platforms. As a result of the pandemic, viewers will get the chance to choose how to watch the movie via the streaming platform HBO Max or in theaters. Regardless of the virus, based on the strategy mentioned above, the outcome will result in more publicity and higher financial earnings.
Therefore, the foundation for the movie’s social media SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals revolves around three social media channels to promote the film and engage with a broad age range audience.
The WW84: Wonder Woman 1984 social media campaign SMART goals are the following:
- Twitter: each tweet will have been retweeted a minimum of 500 times, and an increase of 20 percent mentioned on the platform. Also, an increment of 40 percent engagement rate at the end of the campaign.
- Instagram: there will be a minimum of 10,000 likes for every post and an increase of followers by 20 percent before the film’s premiere date on December 25, 2020.
- Facebook: every post will have at least 300 comments and 4,000 likes per video post.
Campaign
Outline Platforms and Target Market
Being rated as PG-13, the movie’s demographic caters to families and various age groups. Utilizing three of the world’s most popular social networking will help target those specific audiences and expose them to the upcoming film release. Each of these platforms combined has as many average users per day, which will result in more followers on the movie’s social channels and a higher box office gross earning.
The three platforms to use during this social media campaign are Twitter, Instagram, and Facebook.
Twitter:
When it comes to Twitter, it’s the best choice to communicate quickly and effectively with users personally and increase dialogue between fans (Generation Y and Millennials) and the Wonder Woman 1984 brand. Seeing as 44 percent of users are between 18 to 24 years old in the U.S the platform is well known to offer value and produce a product that users and advertisers love. Furthermore, the platform will help promote the film further by engaging with consumers through polls, surveys, and asking questions in the Tweet. After all, Twitter posts with hashtags get 100 percent more engagement than any other platform. The key is to use one or two hashtags in a tweet, or the engagement decline (Cooper, 2019).
Instagram:
For Instagram, the campaign will use it to spread brand awareness, among other key factors. The target market will consist of individuals who are thrilled about the movie release. Throughout all three phases of the movie release, Instagram will help connect people to learn about the upcoming film by posting sneak peeks, bloopers, HD photos, forthcoming events, influencer relationships, and more. As for the target audience, 67% of Americans between the ages of 18 to 29 years old use Instagram (Newberry, 2020b). Therefore, using the social channel feature like Stories will be an added benefit to promote the film, show followers glimpse of the cast on set, notify about new brand partnership, and more.
Facebook:
For the campaign, Facebook is the ideal platform to target an older demographic. The social network is the most popular social channel among seniors who are 65 and older, which is why for the campaign, it will be the perfect platform to provide information and update about the upcoming film toward them (Sehl, 2019). However, Facebook is also used by all ages so to market the film on this social website and as a result the campaign will provide content for a broad age range to capture their attention. For example, the campaign will share movie trailers from YouTube for further visibility, post exciting content, cast interviews, and the film’s colorful poster.
Tone of Voice
For Wonder Woman 1984, the movie’s tone will have a tinge of patriotism, seeing as it takes place during the Cold War. With Wonder Woman’s persona being an honest and optimistic leader, the film will represent those tone qualities. Overall, the movie’s tone is one of empowerment, excitement, urgency, and a little bit of romance to it.
The Campaign’s Hashtags
When developing a social media strategy, a hashtag is a crucial component to include for a campaign. It serves to get traction on campaigns, quickly gather information, or participate in conversations for marketers. The same hashtags will be used consistently in the campaign to have a sense of continuity throughout the three phases of the movie release. For the Wonder Woman sequel, the best hashtags to use across all social media platforms are #WW84, #WonderWoman1984, and #WW1984. Each hashtag is heavy centered around the superhero name and a play-on of the movie’s title. Thus, making it easier for people to remember when searching the campaign or using it for their post, which will be user-generated content (UGC) for the campaign.
Partnerships & Influencer Relationships
In my opinion, having the partnerships and influencer’s relationship can drive engagement with fans via social media, promote the movie further for theater tickets or HBO Max subscription, and reach new audiences. Furthermore, when carried out at a strategic level, partnerships can deliver its full potential and impact the campaign by creating joint sales and distribution possibilities, enhance the perception of the brands, and more substantial value to the customer (Empire Creative, 2020).Therefore, to have a successful campaign there will be four partnership and influencer relationships to further promote the film.
The following four brand’s partnerships:
Gal Gadot: starring as the film’s heroine, would be one of the movie’s influencer relationships. The actress has a large social media following on her platforms, respectively, 2.5 million followers on Twitter and 46.9 million followers on Instagram. Through her social media channels, Gadot can promote the film, encourage followers to purchase movie tickets, sign up for HBO Max subscription, and increase sales on the brand’s partnership with other businesses.
Red American Cross: Getting the chance to partner with the Red Cross, lets individuals feel like a superhero for the day when donating blood for those who need it during the pandemic. To bring in consumers, the film and the Red American Cross can create a contest to win limited edition Wonder Woman 1984 T-shirt and an authentic replica of her Golden Lasso, bracers, and tiara. The goal is to set a time frame for people to particpate and then announce it on across all social media channels. In truth, this is a tremendous promotional gain for the film as it will bring in a wide range of age groups to participate and become part of the campaign.
SweeTARTS: Just like the Red American Cross, a partnership with the candy company can promote the film and reach a different audience. Between both brands, they can launch a limited-edition Golden Ropes Holder for fans to store the newly inspired tropical-flavored licorice there (Ferrara, 2020) that can be wore at the hip, letting customers experience being like Wonder Woman. From a marketing standpoint, people will feel like they are part of the movie and letting them unleash their inner hero.
Revlon: A collaboration between a makeup and the film is promising because the products can be used daily and can be promoted after the third phase. The eye-catching Wonder Woman inspired collection — Revlon x WW84, will feature bold, 1980s glam looks products (eyes, cheeks, lips, and nails) and completed with the iconic Wonder Woman logo. Furthermore, the collaboration can be turned into influencer relationship because many artists and creator can create beautiful looks with the products. For example, individuals with a millions of followers can introduce the products to them, teach them to create their makeup look, and let them know their thoughts on the collection. In turn, this would be great exposure for the film and during all three phases of the movie. Therefore, consumers will feel less likely to return the items even after the movie is released.
Visuals
Pre-event for the Facebook platform:
During-event for the Instagram platform:
Post-event for the Twitter platform:
References
https://www.instagram.com/gal_gadot/
https://www.instagram.com/wonderwomanfilm/
https://twitter.com/WonderWomanFilm
https://www.influenster.com/article/the-new-revlon-x-wonder-woman-1984-collection
