Cruella #HearMeRoar
The idea behind this campaign relies on the phrase from the movie trailer, “I am woman, hear me roar”. The phrase is meant to be empowering. We want to be as inclusive as we can and that is where #HearMeRoar has taken shape. The narrative for the campaign is for people to share their stories, things that make them feel empowered, and to truly make it their own. Social media is where everyone gets their world updates from and currently, pop culture is focused on nostalgia. Cruella is a nostalgic character for many but is also such a unique form that younger generations would be curious about. We want social media consumers to wonder about Cruella, identify with her to an extent, and feel excited to interact with “her” through social media.
We’re reaching out to target audiences through the use of digital media in the form of Instagram stories, Twitter posts, and promotional feed posts on those platforms. By reaching out to the target audiences and tying in the creative concept #HearMeRoar, we aim to increase awareness and get consumers engaging in conversations.
SOCIAL MEDIA SMART GOALS FOR CAMPAIGN
Build Awareness-
By May 20th we will achieve a 20% increase in Twitter awareness.
Build Engaged Community-
By May 20th we will achieve a 50% increase in Instagram engagement.
Instagram- Our team chose Instagram because it is focused on strictly visual-based content. The users are mainly consuming images and videos as posts, stories, reels, etc. Instagram also allows for multiple different ways to engage (posts, stories, reels, etc.).
Twitter- We chose to use Twitter for this campaign because it is for those who want to know what the trending news is quickly and simply. Also, users on Twitter have the ability to be anonymous more so than Facebook for example, which makes them more likely to engage and share opinions.
TARGET MARKET
Cruella’s target market is the 17- to 35-year old female. She is witty, eccentric, sassy, fashion-oriented, strong, and more often than not, she is working on achieving her goals. Although Cruella is a dark character our team wants to identify with the positive powerful parts of her.
VOICE FOR SOCIAL MEDIA CAMPAIGN
The vibe and tone throughout our social media campaign will be clever, dramatic, fabulous, and powerful.
Hashtags- #HearMeRoar, #Cruella, #DisneyCruella
PARTNERSHIP/INFLUENCERS
Getting big Instagram and Twitter influencers to showcase the #HearMeRoar campaign challenge and promote the movie would be a great way to get a large reach. These Influencers are @emmanorts and @vanessahudgens on Instagram, and @chinamcclain and @xlilhuddy on Twitter because they all have thousands of followers and post often. Their aesthetics match what the target audience strives for and would help spread awareness of the release of Cruella. Also, although these influencers have a high number of followers, their communities are consistently engaging with the creator. We want the influential people mentioned to motivate social media users to create their own version of the #HearMeRoar challenge thus expanding our advertising possibilities.
Citations:
7 of the Best Social Media Campaigns (And What You Can Learn From Them). Social Media Marketing & Management Dashboard. (2020, November 3). https://blog.hootsuite.com/social-media-campaign-strategy/.
How to define and reach your target audience on social media. Sprout Social. (2021, April 12). https://sproutsocial.com/insights/target-audience/.
How to Set and Reach Social Media Goals (+10 Types of Goals to Track). Social Media Marketing & Management Dashboard. (2020, October 7). https://blog.hootsuite.com/smart-social-media-goals/.