Good Deed Entertainment: Summertime

Overview

Good Deed Entertainment (GDE) entrusted us with a unique challenge – effectively market the innovative film "Summertime" to a younger audience. Focused on spoken word poetry and rap, the film required an immersive campaign targeting 18-30-year-olds, primarily university students, globally. The objective was to cultivate an engaged viewer base and transform them into dedicated fans.

Process

  1. Research - TikTok Demographics: Conducted comprehensive research on TikTok demographics, emphasizing users aged 18-24 who form 42% of the platform's audience. Emphasized TikTok's vitality, with 16% of videos tied to hashtag challenges, and noted that positive emotions triggered virality.
  2. Brainstorming Ideas: Collaboratively generated innovative ideas for a TikTok-centric campaign, considering the film's themes and target audience's preferences.
  3. Virtual Events, Lyric Videos, and TikTok Campaign:
    • Hosted virtual events for college students globally.
    • Created engaging lyric videos of poems used in the movie.
    • Initiated a TikTok campaign featuring snippets, challenges, and fan interactions.

TikTok Campaign:

  • Content:
    • Utilized scenarios with and without actors.
    • Shared snippets of songs/poems, clips from the movie, and encouraged fan interaction.
    • Leveraged TikTok trends and challenges.
  • Campaign Calendar:
    • Scheduled postings strategically.
    • Developed a variety of content to maintain audience interest.
  • TikTok Concepts:
    • Introduced hashtag challenges, duets, and engaging scenarios related to the film's themes.
    • Utilized popular trends like #CrucialCatch, #ILoveMyMama, and others to enhance visibility.

Team

  • Tiffany (Project Manager):
    • Facilitated communication with the client and actors.
    • Ensured approval before posting videos.
  • Liam (Video Editor):
    • Edited clips from the movie for TikTok.
  • Jenny (TikTok Manager):
    • Managed TikTok editing, posting, and engagement.
    • Collaborated with influencers.
  • Rose (Secretary):
    • Documented meeting notes for future reference.

Achievements

  • Grew TikTok account significantly.
  • Created engaging content and achieved viral success.
  • Increased followers, likes, comments, and views.
    • 5135% follower growth
    • 9938% likes growth
    • 4291% views growth
  • Reached out to micro-influencers in the poetry realm, receiving positive feedback.

Skills Used

  • Video editing
  • Communication
  • Organization
  • Time management
  • Social media
  • Research

What We Learned

  • Insights into the entertainment industry's workings.
  • Coordinating between talent and executives.
  • Professional communication practices.
  • Effective execution of a social media campaign.

Challenges

  • Scheduling and obtaining deliverables from talent.
  • Building an audience from scratch.
  • Challenges in executing specific challenges.

Moving Forward

  • GDE can continue TikTok management for sustained engagement.
  • Post regularly, emphasizing film release details.
  • Collaborate with talent for ongoing content.
  • Reach out to larger influencers for promotion.
  • Utilize TikTok trends and platforms to expand reach.
  • Invest in a lyric video as additional marketing content.
  • Consider virtual events closer to the film premiere.

Tiffany Terilli

Liam McNeece

Jenny Pehota

Rosalie Garcia


This entry was posted in 2021.