Disney’s Cruella will release on May 28, 2021. Marketing campaigns for the movie will come in three major sections: pre-release, release, and post-release. Currently we are in the pre-release phase, but this document will outline all three phases. The pre-release phase will drive consumers to buy into the movie on Disney Plus via pre-orders or and sign up for Disney Plus. The push will be to have as many viewers as possible on the day of release, May 28, 2021. The release phase will utilize user generated content to show the hype of the film and drive more people to watch the week of May 28, 2021. The post-release phase will drive users to purchase Disney Plus to watch the movie.
We will utilize six major social media platforms to market the movie: YouTube, Instagram, Tik Tok, Facebook, Twitter, and Snapchat. We will spend $1 Million for the overall marketing of the movie across all four platforms, and another $1 Million on live events across two continents. Overall budget total is $2 Million for marketing only.
We will first utilize sic major social media platforms; YouTube, Instagram, Tik Tok, Facebook, Twitter and Snapchat. The main content on these platforms will be video, but graphics will also be used in a lesser manner. main content on these platforms will be video, but graphics will also be used in a lesser manner. YouTube has 500 billion hours of video streamed a day. By paying for videos advertisements to show throughout YouTube videos, we can reach a broader audience and a wider range of demographics. Instagram and Tik Tok will host sponsored video posts, but graphics as main posts to the Cruella, and Disney Plus Instagram accounts. Facebook will utilize video ads in the “watch” section, but also video and image ads in feeds. The Disney Plus and Cruella Facebook pages will post both videos and graphics. Snapchat will be utilized the week prior to May 28, and the weeks following May 28 with video ads, and filters. Two filters will be utilized reaching a much younger audience. Tik Tok will feature all types of content but with the most interesting voice.
YouTube’s demographic is the most broad, with 73% of adults (over 18) using YouTube. The goal with these ads is to build buy in for Disney Plus as most Disney Plus subscribers are over 18 years old. YouTube also has the second largest global impact, following right behind Facebook. People on YouTube are typically used to streaming content online, thus allowing for a slightly higher advantage getting them to switch over to Disney Plus and watch Cruella.
Instagram and Tik Tok are currently almost tied for the third largest amount of global users. The demographic for both of these platforms tend to swing to a younger age. The goals of these platforms are to reach generation-z and millennials who may be using their parents or friends Disney Plus account. A hashtag will be pushed on Tik Tok as users tend to flippantly use hashtags to gain traction in popularity.
Facebook will be utilized with both videos and graphics. Ads will be run for Facebook Watch, and sponsored posts will be put onto feeds. Facebook has the largest global reach (2.8 billion users) and will have the most money utilized for ads.
The overall voice for this campaign will be quirky but mean, and suspicious much like the personality of Cruella in the film. When posting from the Disney Plus account, the voice will be mostly the same, but also will share a “get ready” and excited tone. Twitter will be the most Cruella-like tone. Hashtags for all three phases will be #DisneyPlus #Cruella and sometimes #TroubleIsComing. Some brand partnerships will be with Nike, Louis Vuitton, and Prada. Each company will sell a product with a Cruella theme for limited time in all three phases. Other partnerships will be with movie reviewer influencers on YouTube such as Jeremy Jahns, Chris Stuckman, and Screen Junkies.
