Jumanji: The Next Level Executive Summary
By Kaylin Bailey
Introduction
- The social media strategy for Jumanji: The Next Level will span across Facebook, Instagram and Twitter. It will use the movie’s already existing fan base to hype up the film’s December 13th release date, as well as find new fans by leveraging the star cast’s massive social following on these platforms. Through interactive posts and sponsored content through influencer marketing, the social media strategy will drive a high number of people to the box office during the film’s release week.
Smart Goals for the Campaign
Specific
Increase followers on social media platforms by 20% and drive millions of fans, both old and new, to the box office during the opening week.
Measurable
Track social media following and impressions using Hootsuite.
Attainable
Since th star cast has a massive following, using that follower base to expand Jumanji’s followers is attainable. Nick Jonas’s brothers and sister-in-laws, for example, have a combined 109 million followers on Instagram. Tapping into these followers for Jumanji through incentives and sponsored content makes sense.
Relevant
Increasing following on social media channels will mean more people will be reminded of the movie’s release date as content is posted. The more people know about the movie, the more people will go and watch it. Creating momentum during opening week is crucial for that momentum to continue in the following weeks and months after the film’s release.
Timely
The 20% increase in following should be attained by December 13th, the film’s official release date.
Platforms
This strategy will use Facebook, Instagram, and Twitter. These are the most popular social media platforms and fans of different backgrounds can be reached when promoting the film.
Target Market
The target audience is 18 to 24 year-olds and 35 to 44 year-olds. Both men and women are included. These ages reflect fan bases that enjoyed the 2017 Jumanji prequel as well as people who were teenagers enjoying the original Jumanji in 1995.
Voice
Since Jumanji is an adventure/comedy film, the voice used throughout social media platforms will be energetic, lively, funny, and optimistic. This voice reflects the movie’s voice.
Hashtags
The hashtags #Jumanji and #Film will be establsihed. #Jumanji will consist of content related to the movie and its star cast. #Film currently holds 52.8 million posts on Instagram and will tap into all kinds of people. Adventure and comedy movie lovers who search the #film tag would be exposed to Jumanji movie content, bringing them to the movie’s relevant content.
Highlight partnerships/influencer relationships
@Carssun is a nature photographer with 42.5k followers on Instagram.
@jayalvarrez is an adventurous model with 6.3m followers on Instagram.
@mattiasklumofficial is a National Geographic fellow/nature photographer with 755k followers on Instagram.
These partnerships make sense because of Jumanji’s outdoorsy, adventurous feel. These influencers can host giveaways and urge their followers to watch the movie.
Visuals
Jumanji’s Facebook accounts has been updating fans on what the cast is up to in the days leading up to the official premiere. Here is an example:
It is important to emphasize the movie’s release date. I created this graphic because countdowns are a great way of stirring up excitement and informing people of an important date.
Jumanji’s Instagram has been doing a great job at posting countdowns and interviews. Here is an example:
I created this graphic as an example of a graphic that can be made. In the comments, followers can engage and say what they are most excited for. They might even tag their friends. The account can reply to some of the comments, building a relationship between the movie and its fans.
Jumanji’s Twitter has been constantly tweeting about the film. This is an example of the account using the cast to engage with audiences:
My strategy’s tweet examples:
- “We are excited for #Jumanji, are you!? What are you most excited to see?”
- “Hi, this is Nick Jonas live tweeting for Jumanji’s premiere tomorrow! Who is going out to theaters? You might see me or my brothers :) #Jumanji #Film”