Disney’s Cruella: Executive Summary
Walt Disney Pictures is giving one of the most infamous animated villains the “main stage” in a live-action film. Emma Stone is starring in the title role in the film Cruella. It is set to hit the big screen on May 28, 2021, finally.
Overview of the Marketing Plan
This social media campaign will run solely on the Cruella (@disneycruella) Instagram and Facebook page. The entire campaign will last roughly 232 days in total. The film will also be released on Disney Plus Premier Access on May 28th for the additional price of $29.99. The plan is to promote the film on Instagram and Facebook through various post formats — stories, filter/lens, videos, Instagram carousels, and more.
Based on advertising spending in the movie industry in the United States, the marketing budget for Cruella will be set to $28 million. Our team plans to direct 40% of the 28 million dollar budget to digital media for the Cruella campaign.
The overall goal is to increase the number of Disney Plus Premier Access purchases of Cruella by 45% within the first 30-days of the film’s release on May 28th, 2021.
Compared to the percentage of Disney Plus Premier Access purchases of the live-action Mulan released on the Disney streaming service during Quarantine. 29% of U.S. Disney Plus users purchased the Premier Access of Mulan within the first 12 days of its release. (Yahoo! Finance).
The entire social media campaign will last from February 16th — until September 21st, 2021. The platforms Facebook and Instagram will be used to advertise the film Cruella throughout the course of this campaign. These platforms have the most users and allow for information to be shared in various formats.
A benefit of using Facebook for this campaign can target the exact audience/market demographic. By using Facebook advertising, you can engage with virtually any consumer that fits within the demographic of the target market.
Instagram is a photo-sharing platform. The images must be high-quality and eye-catching. Using and Instagram stories, streaming live, interacting with the audience, and post all three forms of Instagram advertising — photo ads, video ads, and carousel ads (Driver, 2019). Instagram is great to target younger social media users.
Facebook — Facebook has more than 2.71 billion active users every month (McLachlan, 2021). And most adult users open the app or website on their desktop at least once a day. While TikTok is being called the “latest teen craze,” Facebook actually reaches more teens (13–17) than any other platform (McLachlan, 2021).
Instagram — According to Hootsuite, 11% of parents in the U.S. allow their 9–11 years old to use Instagram (Sehl, 2021). While only 3.6% of advertising on Instagram is geared towards minors 13–17, 67% is angled towards 18–24 years old, and 60% of advertising is for those between the ages of 25 and 34 (Sehl, 2021).
It is imperative to portray the film accurately on social media, so followers are not surprised or shocked when watching the film in theaters or at home. Cruella is quite dark. However, it is still technically a comedy. Finding the balance between dark and humor is ideal.
Several hashtags will be used on Instagram to promote engagement and to apply social listening — #DisneysCruella, #EmmaStone, #Bad2TheBone, #CruelDivas, #HelloCruelWorld, #101Reasons2MaskUp, #ToCruel4School.
The official partner of the Cruella film will be BarkBox. The partnership with BarkBox will encourage purchasing the film digitally on the day of its release (September 6th) to receive a discount of 10.1% off of an exclusive Cruella-themed BarkBox. This promotion will run for 24 hours on Instagram and Facebook stories.
During Event Visuals
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