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
- 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.
- Brainstorming Ideas: Collaboratively generated innovative ideas for a TikTok-centric campaign, considering the film's themes and target audience's preferences.
- 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