Wonka Campaign — Executive Summary
The ultimate goal of this marketing campaign is to increase awareness of the upcoming film “Wonka” starring Timothée Chalamet. In order to achieve this, we are aiming to increase post engagement, reach, and impressions by 8–10% each month for 3 months leading up to the film’s release date. Through targeted ad campaigns, influencer collaborations, and curating a unique brand personality online, we are going to create excitement and promote online conversation surrounding the film.
For our SMART goals, the specific goal is to increase brand awareness through the methods listed previously. We plan to measure our success by tracking metrics related to post engagement, reach, and impressions on the three primary platforms over the course of three months. We also will track the engagement of our influencer collaborations separately. Due to the fact that this is the third Wonka film, and that it is starring Timothée Chalamet, we believe that increasing these metrics by 8–10% each month is attainable. Boosting engagement, reach, and impressions is relevant to our ultimate goal of increasing overall awareness of the film. As stated previously, we plan to execute this campaign over the course of 3 months.
The platforms we will be using for the campaign are TikTok, Instagram, and X, formerly known as Twitter. We intend to use X and Instagram to target the higher age range of our demographic, which is 18–23. The reason behind this is because these platforms have a higher concentration of users that fall within this age range. Another reason for this decision is that we want to target people who do not need parental permission to purchase a ticket. Moreover, we do want to market to autonomous individuals who are able to see the movie without restrictions or limitations. As for TikTok, we are targeting Gen-Z as a whole, more specifically, females.
We want the voice for our campaign to be whimsical, humorous, and eccentric, just like Willy Wonka. The hashtags we will be using are “#WonkaMovie” and “#WonkaxNYX”. Any time we refer to the film on a social platform we will be utilizing #WonkaMovie. The second hashtag is for the second phase of the campaign, when we launch out collaboration with NYX Cosmetics for an affordable Wonka themed makeup line. As for partnerships, we will be pairing with a handful of mega-influencers and a wide range of macro-influencers.
