Wonder Woman 1984: An Executive Summary
Introduction
Wonder Woman 1984 is the anticipated sequel to the first Wonder Woman film, released in 2017. Originally planned to release on October 2, 2020, Wonder Woman 1984 is now scheduled to have its highly anticipated debut on December 25th, after setbacks due to the pandemic. In light of the pandemic, Wonder Woman 1984 will be streamed on HBO Max in the United States the same day as its theatrical release, at no additional cost to subscribers. Therefore, the marketing strategy for this film will rely significantly on direct-to-consumer, social media marketing based primarily online. Three main social media platforms will be utilized to post film related content; Facebook, Instagram, and Twitter. The main objective of the campaign is to raise awareness of the film’s dual debut and increase anticipation leading up to the release to ensure its continued success post-release.
SMART Goals
Taking the campaign’s specific objectives in mind, SMART goals will be set.
- Specific: We want to assure our audiences that the film will not be postponed again and they will be able to watch Wonder Woman 1984 one of two ways. Our goal is to raise awareness of the film’s new release date on December 25th and two viewing options: in theaters and streaming on HBO Max. In turn, we want to increase the amount of subscribers to HBO Max by 10% in anticipation of the film’s release.
- Measurable: Utilizing social media platforms will make it possible to track and analyze metrics produced from our campaign efforts such as hashtag usage, click through rates, and levels of engagement.
- Achievable: With our campaign focusing its efforts on social media marketing, we should be able to increase the engagement within each platform by 10%, until the film’s debut and keep those engagement levels until after the first month past the release.
- Realistic: Taking into consideration the safety of our audience and our business relationships with our theatrical partnerships, releasing Wonder Woman 1984 in theaters and on HBO Max is the most effective way to move forward with the film’s debut. Those who feel comfortable visiting a theater have the opportunity to do so, while those who prefer to stay home can subscribe to HBO Max to view the film.
- Time-based: The campaign is divided into three phases; a pre-release, release , and post-release. The time frames are three months prior to the release date, the week of the release, and three weeks after the release date, respectively.
Campaign
Pre-Release
The pre-release campaign will focus on increasing anticipation for the film; building off of the loyalty established from the first Wonder Woman film and attracting new interest for those new to the film series. This section of the campaign will be scheduled to kick-off three months from the new release date. This will allow enough time to create a strong buzz of excitement before the film’s release without over-saturating the market.
During Release
In this phase of the campaign, the focus will be on promoting the audience to take action and prepare to watch the film. The timeline for this phase will fall a week leading up to the release and the day of release. Our partnered influencers and the actors featured in the film will take to social media and express their excitement about the film’s release. The content during this time will increase to vamp up awareness and excitement.
Post-Release
During the post-release phase of the campaign, the focus of social media marketing will be to continue increasing interest in watching the film and highlight positive reviews and praises. This phase will begin the day after the premiere and round its completion four weeks after. This is parallel to the allotted time HBO Max is granting access to the film on their platform at no cost to their subscribers.
Platforms
Our first platform, Facebook will be used for live stream sessions and to promote official in-house marketing content, including trailers, teasers, and posters. The official Wonder Woman Facebook page has over two million likes, the largest of our campaign’s social following. With 69% of all U.S. adults using Facebook and three quarters of those users actively visiting the platform, it also provides us with the largest market to tap into.
We will also use Instagram for our campaign, an image and video based platform that most successfully utilizes social media influencers. The official Instagram, @wonderwomanfilm currently has 965 thousand followers, making it the second largest followed platform. The target demographic of Instagram falls younger among our target audience, with 57% of users being between the ages of 25 to 29. However, utilizing Instagram has the potential to reach over 849.3 million users with promoted advertisements, making it a lucrative platform to promote the film on.
Finally, we will market on the official Twitter page, @wonderwomanfilm, with 379 thousand followers. With Twitter reaching upward of 145 million daily active users who see ads during use, we can engage with our target market around the world. Twitter will be utilized to communicate and engage with our target audience in an entertaining and effective manner. With the ability to post short, direct tweets on Twitter, we can share condensed information, direct our followers to other sources through links, and engage them with polls.
Campaign Voice/Hashtags
The voice of the social media campaign is one that exudes power, strength, and is overall engaging. While we expect to attract a large female audience, we certainly do not want to exclude any other demographics. We want the campaign voice to inspire people to watch the film for its quality storytelling, strong performances, and positive messaging.
Hashtags for this campaign will include: #wonderwoman1984, #WW84, and #wonderwoman. This is to to ensure visibility and searchability of the film.
Partnerships and Influencer Relationships
Influencer marketing and partnerships with celebrities are an important factor in any social media campaign. Influencers have the ability to provide trusted reviews and recommendations to their respective followers while increasing brand awareness overall. Approximately 80% of consumers will purchase a product if it is recommended by a relevant influencer. We want strong female influential partnerships to reflect that of the film’s main character; we will partner with well-known actresses and pop culture influencers Felicia Day and Marisha Ray to promote the film. They are strong voices among female influencers in this genre and would be able to encompass the voice of the campaign well. Additionally, we will partner with our leading actors, such as Gal Gadot, and affiliate companies, like HBO and Warner Media, to post promotional and behind the scenes content to their professional social media pages.
Conclusion
During an unprecedented time in history, facing numerous challenges with its final debut including a pandemic, Wonder Woman 1984 is finally scheduled to release this year. The social media marketing plan outlines a three phase campaign aimed to facilitate the success of the film’s release: pre-release, release, and post-release. Utilizing the social media platforms Facebook, Instagram, and Twitter, the campaign will be able to curate and post in-house content, as well as influencer and third party content, to reach the film’s millennial audience. At this point, the release of the movie may just set the standard for future releases to come.
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