Sing 2 Social Media Campaign Strategy

In the promotion of a new film, social media is essential in creating excitement and anticipation to the get the target audience engaged and ready to visit theatres on opening day. Sing 2 is of no exception for creating excitement to a sequel of a successful family film. Social media will assist in creating excitement for the target audience to see Sing 2 premiering only in theatres beginning December 22, 2021. Below is a social media campaign with SMART goals and post mock ups.

Sing 2 will be released in theatres December 22, 2021 and I have created a social media marketing plan to begin November 1, 2021 and ending February 22, 2022. In creating the campaign, I started with three SMART GOALS.

SMART Goal 1: Increase follower count on all Social Media Platforms before the end of the campaign.

Increase to 100K followers on Instagram, increase 30% of followers on TikTok, increase 20% of Twitter followers, and increase 25% of Facebook followers.

SMART Goal 2: Movie revenue increase.

Increase audience awareness of the film resulting in an increase of revenue by 20% compared to the first Sing film revenue.

SMART Goal 3: Post Consistently and frequently.

Post ten times a week during pre-event, fourteen times a week during event and 7 times a week post event.

Instagram, Facebook, TikTok, Twitter and YouTube will be used in the social media campaign for Sing 2. These social media platforms each have unique features to use in promoting the movie. The platforms also have multiple ways to reach new followers and to interact with current followers.

Target Market

The target audience for the movie is families. The social media platforms will have their own unique audiences. Instagram and Facebook will be used to target women, who are moms ages 22–39. Twitter will target dads ages 25–45 as 68.1% of Twitter users are male. YouTube will be used to target families with kids ages 5–12 years old. TikTok will target teens (Gen Z) with younger siblings who they can go to the movies with to see Sing 2.

Voice

The voice for the campaign is fun, playful and energetic. The film trailers get you excited to watch the film and you can feel the fun energy and adventure that the film will be. The social media posts tones for the voice will carry over from the energy of the movie storyline and trailers. It is essential for the voice to remain upbeat and to build enthusiasm to go watch the movie in theaters pre-event and during the event. The post event voice and tone will continue the enjoyment of the film by inviting them to rent or purchase the film to watch at home.

Hashtags

The campaign will use targeted hashtags pertaining to the target audience for each social media platform. However, all platforms will use the following hashtags: #Sing2 #FamilyFilm #FamilySingAlong #FamilyMovieNight. Instagram and Facebook will use #FamilyMovieReccomendation #NewFamilyFilm #KidsFilm. Twitter will use #DaddyMovieNight #NewFamilyFilm #KidsFilm. TikTok will use #SiblingMovieNight #FamilyMovie.

Partnerships and Influencer Marketing

Sing 2 has multiple famous actors and actresses in the film, including the main character being voiced by Matthew McConaughey. Partnership with the actors and actresses in the film to promote on social media is essential. As the actors and actresses have a strong following on social media, they will reach a wide audience to promote the film. An influencer partnership can be with local influencers in large cities across the country to promote going to the film with their families. The influencers can offer a movie ticket giveaway in part of the pre-event promotion.

Post Mockups

Pre-Event

The purpose of this pre-event post on Instagram is to introduce the cast to social media followers and builds excitement to see favorite actors in the film.

During Event

During the event it is important to have a call to action. In this part of the campaign the CTA is for the social media user to find local showtimes of the film and to purchase tickets. The purpose of the post to YouTube is to promote the film to the target audience with a CTA to see the film.

Post Event

The post event of the campaign is going to focus on keeping the momentum of excitement around the film and to continue ticket sales at the theatre. The purpose of the Facebook video post is to show interviews of movie goers that are the same as the target audience assists in creating relatability to the audience and builds the connection that the movie is great to watch as a family.