Wonder Woman 1984: Executive Summary
The world is not yet ready for a superhero like Wonder Woman. But we soon will be, with the highly anticipated sequel heading to its unprecedented day-and date release in theaters and HBO Max this Christmas (Bui, 2020). Wonder Woman 1984 brings back Gal Gadot as Diana, in an adventure that puts her up against two of her greatest foes, Cheetah (Kristen Wiig), and Maxwell Lord (Pedro Pascal). This movie will have its groundbreaking release in both theaters and HBO Max, where it will stream exclusively for a month, free of charge to subscribers (Bui, 2020).
SMART Goals
The social media marketing strategy for Wonder Woman 1984 is to drive engagement for the audience to go to the theater, subscribe to HBO Max, and watch it on HBO Max. Here are the six smart goals for the Wonder Woman 1984 campaign:
1. A SMART goal for business conversions for the theater revenue will be to make 10 million dollars in the domestic market for the opening weekend (Dec. 25th-27th, 2020).
2. A SMART goal for business conversions for HBO Max will be to have 15 million customers activate their subscription by the end of Q4 in 2020.
3. Another SMART goal for business conversions for HBO Max will be to have Wonder Woman 1984 become the most popular movie on the streaming service. By the end of Q1 2021, Wonder Woman 1984 will have made up 15% of all movie streams on HBO Max.
4. A SMART goal for social media will be to increase reach and engagement on Instagram by 10% by the end of Q2 2021.
5. Another SMART goal for social media is to improve customer service on Twitter by responding to customer comments in 2 hours or less. We want 100% response rate in the next 6 months (this timeline started once HBO Max partnership was announced on November 18th, 2020) and an 70% contact resolution rate.
6. Final SMART goal for social media is to improve brand awareness on Facebook by introducing paid advertising. Have new content reach 10,000 people per post by the end of Q4 in 2020.
Campaign
The platforms being used will be Facebook, Instagram, and Twitter. Let’s take a closer look at each platform and their target market:
· Facebook was chosen because it’s the largest social network with 2.6 billion users (Sehl, 2020). The platform offers a wide range of content options including text, photo posts, carousel photo posts, videos, stories, and an option to be live. Facebook’s target market is a wide range that will include young adults and families.
· Instagram was chosen because it’s the fastest growing social network with over 1 billion users (Post, 2020). Instagram offers a variety of options for content including photos, videos, hashtags, live, filters, polls, IGTV, and Reels. Instagram’s target market for the campaign will be teens, young adults, and families.
· Twitter was chosen because it has over 330 million users (Lin, 2020). This platform will round out the social media campaign nicely. Photos, videos, and links will offer unique content for the campaign. The style of Twitter will provide quick, useful information. The target market on Twitter will be older adults and male.
The brand’s voice will help tell our story. The adjectives used to describe the Wonder Woman 1984’s voice will be empowering, adventurous, fierce, and smart. All platforms will be consistent with their voice. Each platform will use the same hashtag of #WW84 and utilize other hashtags when needed. Some other hashtags will be #WeekofWonder, #WonderWoman1984, #HBOMax, #IMAX and #WBPictures.The influencer relationships for this campaign include Gal Gadot, Kristen Wiig, Pedro Pascal, Chris Pine and Patty Jenkins. And the partnerships include AMC, IMAX, Amazon, and HBO Max.
Here’s some visual of the posts created for the campaign:
Pre-Event from Instagram:
During the Event from Facebook:
Post-Event from Twitter:
References
Bui, Hoai-Tran. (2020). ‘Wonder Woman 1984’ Trailer: The World is Not Yet Ready forWonder Woman. SlashFilm. https://www.slashfilm.com/wonder-woman-1984-trailer-ccxp/.
Lin, Ying. (2020). 10 Twitter Statistics Every Marketer Should Know In 2020. Oberlo.https://www.oberlo.com/blog/twitterstatistics#:~:text=Twitter%20boasts%20330%20million%20monthly,basis%20(Twitter%2C%202019).
Sehl, Katie. (2019). 27 Top Facebook Demographics that Matter to Social Media Marketers. Hootsuite. https://blog.hootsuite.com/facebook-demographics/#:~:text=6.%20Facebook%20reaches%20the%20largest%20number%20of%20users%20aged%2013%2D17&text=Instagram%20reach%20for%20the%2013,the%20second%20quarter%20of%202019.