LIBERTÉ MEDIA CAMPAIGN:
- Hannah
- Feb 27, 2021
- 12 min read
Updated: May 29, 2021
A media campaign is a prolonged amount of marketing, all directed towards promoting one end product, I will be using this concept to promote a 'film'.
CAMPAIGN FINISHED, DID IT WORK?
I feel confident that my campaign worked, it had access to thousands of people online on only one platform - which is great. In future, I would expand this across many social media platforms which I know my audience use daily. With my strategy I chose Twitter as I knew from experience of myself and peers that they use it almost daily as apart of their routine. It is a great way to become a personal account giving personality, therefore more chance of being recognised by others and discussed. Such larger accounts like @popcrave and @capitalfm are similar to this and it works incredibly, they receive many comments as they ask questions, make polls and even open DMs.
My content, such as posters, teasers and merch gave my audience a way to recognise the film as a brand, although something I highly think was vital in my success was the teasers. The consistent weekly teasers released each Friday for a month during the release kept up engagement and made sure the audience remembered that there was actually a film other than the Twitter account discussing the everyday bits and bops - such as national days. These teasers were actually inspired by the Deadpool's media campaign of the 'Twelve Days Of Christmas' where the they gave consistent content on specific dates for fans to look forward to and discuss. In future campaigns this is something I would definitely do again.
TREATMENT:
WORKING TITLE:
Liberté {‘freedom’ en francais}.
OVERVIEW OF PROJECT:
A modern love story, a couple so different to the society they’ve been placed in, where the only option to live a hate free life is to run away together - although not everything is rainbows and butterflies as they thought it would be.
GENRE:
Modern romance, with major themes of freedom and individuality.
DURATION:
112 minute film running time.
TARGET AUDIENCE:
The target audience remains to be young adults (from most likely A, B, C1, C2, D) those who feel rejected from modern societal ‘terms and conditions’ and want to relate to a story where you can escape the harsh conditions. With this in mind, it is not a typical romance film, so isn't just for women (which romance is usually aimed towards). This broadens the amount of people as well as types of people who may be interested in watching. With this in mind, a main group I wish to target are people of ages 18 to 24, people who often feel outcasted and rejected. From an official UK study, one in four young people with metal health referral feel 'rejected'. As well as this, from asking my peers, the majority of them (all young adults) had felt - at least once in their lives - felt rejected by either their family, schooling or friends. They could each relate to the film, forming an emotional connection, becoming more likely to discuss it with friends, creating word of mouth.
SUMMARY OF RESEARCH:
In today's society it has become increasingly apparent that among us are people who do not accept others for reasons which should not even affect them. There have been waves of support for expressing yourself in whichever ways you wish, to love whoever you feel drawn to and to be unapologetically you. But between all these lines are those who will openly disgrace them, most times with little care or regard, a great example being republicans. The film's main theme is that we need to unite and embrace our candid selves, which is prominent among those optimal teenagers I want.
YOUR PRODUCT:
TEASERS AND TRAILERS:
Here we include video teasers of the film used to promote the excitement of the arrival, as well as the knowledge of it to those who do not know. They can be made in mysterious ways in order to not allude to much of the plot and yet still keep interest. They generally include the actors so that they take more attention, including stars a greater audience will be captivated.
POSTERS:
This includes theatrical, character and simple. I also plan to use both portrait and landscape posters so that they can be used at different locations, portrait posters will be popular at bus stops, cinemas and in town with landscape billboards being used at places like roadsides. These roadside ones will have to be more basic for convenience and probably be character posters, using the star quality to bring in traction / interest.
BUNDLES:
Backgrounds:
This pack will include a range of backgrounds, designed to be for both phone and computers. The ones for computers will be a bit more general in order to appeal to a larger market, making sure that they can be used for a greater purpose than just people who enjoy the film. The production has meaning, it’s supposed to speak out to people and tell them it’s okay for you to be okay, and therefore has means to grow to different audiences. For example, there’s a skateboard in one of the pieces, which will be appropriate to a demographic we are trying to reach.
Gifs:
The gif pack will include a bunch of gifs of the main two actors both individually and together, ensuring that people among. The individual gifs can be shared and widely used in the fandoms of the two, this is very common among these communities and can be used incredibly easily. At the end of a tweet for effect, or as a meme reaction to another tweet for example, they are quite popular on twitter. As well as this, on messaging applications, a conversation could be striked up about who is in the gif / why they use it. By asking someone passionate about the gif or its meaning the counterpart of the conversation is more likely to feel the enthusiasm of the film, therefore becoming more likely to have an interest to then go and watch it.
TWITTER:
I set up an account to replicate a film company account, the promise of it being to promote the film. Before my initial tweets about Liberté, I made some to promote a film separate to this campaign, just to make the account seem more legitimate and not solely be set up for Liberté. The film in question is 'Just Mercy', a highly anticipated production which will set up a high anticipation for the Oranix Inx’s next piece of work; Liberté.
SCHEDULE:
docs.google.com/document/d/1Z3B1sPrOV9duir-qSN2c7G2RpV1NNGGPfM4rnOuzle4/edit?usp=sharing
ANALYTICS AND WHAT THEY TELL US:
From the tweets @ORANIXINXFILMS puts out, with the viewing of analytics via Twitter's service, we can see some stats of how the tweet was received. With this information we can see if some techniques work better than others in terms of engagement rate or impressions such as using hashtags or mentioning directors / actors.
MONTHLY ANALYTICS:
FEBRUARY:
The end of February is when the account was set up (28th) and so the reach, shown below, isn't representative of a long time. With this in mind, the stats are pretty good in my opinion.
My top tweet earning 193 impressions as my third ever tweet is impressive, with only one hashtag and no tagging of the actors. This sets a good precedent for the tweets to follow, and lets me know that I should continue using hashtags throughout the media campaign in order to keep a stable impression rate.
MARCH:
17TH VS 31ST:
I decided to check halfway through the month and at the end to compare the stats, we can see how they are against each other, and will know how the techniques used will affect the data.
17TH:
Here we see that there have been multiple engagements with a follower named Jack (@wkcajcse), a regular who seems to be a fan of the account. With his replies, despite being private, his followers will be able to see them on their timeline. In one reply he even tagged some other accounts, this increase in activity will really help our account.
Our total impression number (551) is very similar to the numbers of last month, even with only three day‘s use. This tells us we need to tweet much more and continue to include engaging content to the appropriate audiences. A new plan is to try and post more content relevant to the specific days, such as Throwback Thursday, Behind The Scenes Tuesday, and days such as ‘World Sleep Day’. To mention such Day Events, whether that be global or national; ‘It may be World Sleep Day but don’t Sleep on the new and upcoming film #Liberté !! Out 14.5.2021’.
31ST:
All of the statistics in the box to the right have increased, meaning that we our work has improved dramatically!! We see that there have been regular tweets, when divided up, they add to almost one daily, this is good so that our audience knows that we are a friendly company who are willing to interact and are here to stay. Specifically, the tweet impressions and profile visits are the most important stats as here we see the amount of interaction that we have with our audience, they are kept in the look and want to actually keep in touch with our account (profile visits). A way to encourage this is a tweet that was sent out on April Fool’s Day where we asked ‘What did we all think of our #AprilFools joke today? We found it quite funny ;)’, this tells our audience about a previous thing we have sent out, pushing them to go and check out what it was. In this case, the #AprilFools joke was that there actually wasn’t a joke tweet sent out ‘earlier today’, so if they went back to look for it they wouldn’t find anything of the sort. Mentions are useful but aren’t vital for the success of our campaign, we prefer higher stats of ‘tweet engagements’ because we then know that there are people who are enjoying our content, they are ‘engaging’ and a likely part of that is sending our content to their friends.
APRIL:
15TH:
28TH:
During the month of April we have gained a lot of traction compared to March, something that we did was increase tweeting frequency, becoming involved in national and international days, creating threads and publicising exclusive content. For example, we spoke out about Dolphins on International Dolphin Day, raising awareness on the subject of their decrease in numbers and fragile stability in it. I also changed the demeanor of the account, tweeting more often and casually with other accounts, including replying as well as engaging in I think that this made our account seem more
30TH:
April was a GREAT MONTH for @OranixInxFilms, every stat on the right hand side has improved dramatically, one thing that I think has made this change so significant is the amount of tweets that I, or my alter ego, Marc, who runs the account.
One thing that began near the end of the month, was a greater interaction rate with other people in my class working on the same project, this increased our engagement rate, mentions profile visits and general traction. Through these gif threads, by using hashtags more people were likely to see them and later engage: a good marketing tactic.
MAY:
6.5.2021:
Despite being only a few days off the last 28 day summary shown above, we can a very clear difference across all boards. The biggest indicator being the percentage increase, although the tweet impression rate practically doubled.
INDIVIDUAL TWEETS:
This is in response to the tweet stating a coming announcement, of which we can see that although there were little engagements, the impressions were large. The lack of sharing via Twitter's platform does not account for the possible word of mouth generated.
The content of the tweet leaves a lot to the imagination, a lack of specifics means that it isn't that surprising that it wasn't shared that much. For example, if an actor featured in the film was tagged with some mysterious emojis then the rates will increase as the fanbase of the particular actor will become invested.
Here are the stats for the teaser tweet three days after it was put out into the world, we can see that without any hashtags we got a decent amount of engagement, 59% engagement out of the 44 impressions. At this point the account had 5 followers, suggesting further that the initial video teaser has had a great response despite tactics like hashtags or sponsorships.
To the right are the impressions for the same tweet ten days after publication, with no editing or added content like using a 'quote tweet' - to remind followers about the initial tweet. From the analytics we see that although the impressions have almost doubled, the engagement rate is almost the same, at 56%, meaning that we need to continue to promote the film.
Despite the engagement rate being very similar, we must remember that the engagement rate has also almost doubled, meaning that we are on a good track forward in terms of promotion.
One of the best things that was accomplished with the Twitter account was getting recognised by an official production and film company. I tweeted at a new film congratulating it to which the company which made it responded: link here.
POSTERS:
Including teaser, character and theatrical posters, these are one of the most vital things for a film’s advertising campaign as they are generally how the general public see the film represented in a ‘still’ manor (on billboards etc and not the trailer).
With this, I produced a few posters which were very minimalistic, teaser posters, with only the release date / film title. The little information lets the audience feel intrigued, wanting to find out more. This lack of film plot means that they will be able to initially see the film in whichever way they want, painting different pictures in their mind, something that they may enjoy - regardless if it is the actual plot. Going to watch the film with little knowledge of the contents is something that many people do what multiple reasons, many liking the air of surprise, common among Film Fanatics. From the posters we see the two main characters close, the hugging suggests their relationship and therefore leading to the theme of romance. The dark and unusual colours for typical film posters (deep greens) tells us that the film isn’t a typical one neither of the romance genre, which typically uses colours like rouge and pink.
In addition, I made some character posters, as it is something that will grip different audiences, both fanbases rather than a joint duo of the two main characters. Here is one of them, for the
character Laurent Dubois, of which I have tweeted about specifically. For a few of my posters I kept them fairly simple, as this is my general marketing strategy, simplicity, freedom.
I love the poster to the left, the colours are very bright and contrasting creating more attention its way as well as creating a talking point among friends.
Here is the example which will be used for mass marketing as well as the example with Dubois as he is a worldwide recognisable star. The iconography of the branding includes a green theme which is represented via the font colour, themes and Cloud’s hair. The poster with the hand holding leaves much the imagination which
is a great part of our marketing strategy,
by doing this we would drum up talk which is also one of the great ways to promote a film. By creating an anecdote / experience, the person will have someone they have a personal relationship with give a knowing opinion.
GIFS:
Gifs are very influential in our generation and especially on our main social media platform (Twitter), they are used so easily and therefore widely. Effortlessly, they can be added to the end of any tweet (given it hasn't got any other media attached). Linked are some tweets that I have made in the promotion of the film Liberté.
To make the gifs I used this website.
I included gifs of the individual characters / actors so that their fanbases are more likely to use them as well as the characters / actors together which the film can use to promote easier. Some others were made specifically to promote Liberté on specific days, such as in this tweet. The relevance to the start of Spring and the gif including the stars playing in the daisy filled grass.
We used the above gif in a post about the official start of Spring, the simple tweet would drum up interest on the new season as well as the the activity the characters are doing. When they do this move soon they may think of the film and then discuss it with their swinging partner.
ADDITIONAL PROMOTIONAL CONTENT:
All content will be linked for full view / download:
Presented in chronological order:
As a part of the run up to the release, I plan to release some promotional content which can be used as backgrounds for zoom backgrounds for example as well as those for laptop or films. To make these I sourced the photos from the original pack which I used to make the trailer and my other work, this is so they keep continuity. For instance, I used the below image as a teaser before I released anything to the public, with this being the first piece that the True Believers will see, it has to remain similar to the actual film content.
The next teaser submitted after this tunnel photo to the left, this is a very universal photo and leaves a lot to the imagination meaning that fans have a lot to discuss and predict about the themes / genre of the film. It works well as a potential background with realism for use and therefore has a multi-purpose, encouraging talk when others see the photo.
A classic vehicle to create buzz is a teaser video, around ten seconds with little text to show people that something is coming. Mine is below, showing almost zero storyline, however the scene of the couple running through the tunnel shown in the debut teaser suggests that there may be romance involved. Paired with an upbeat track, we can imagine that there is some tension in the storyline, especially with the 'cut to the beat' type editing, increasing the speed.
The skateboard is something which we can see in the trailer so it is something that I think would work quite well to include it as a part of the backgrounds package. The demographic has a high chance of including some skaters as they talk about the product as a part of our merch site in the website.
On our twitter account, as part of the poster release, to create buzz and excitement we decided to create a hashtag - #LibertéFilmPoster to make it easier to communicate with our family (fans). Below are some of our entries.
FAIRUSE COPYRIGHT LOG: drive.google.com/file/d/1tpPgDujFa7cEe3zuLeywLInXNoDC8bBr/view?usp=sharing
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