The Cruella Wears Fashion
Disney’s Cruella Executive Summary
Marketing Strategy
Disney’s Cruella is set to premiere May 28, 2021 and the steps to making a successful campaign with high revenue is incredibly important. Cruella is a prequel to the very popularly known Disney film, 101 Dalmatians, where we see our protagonist, Estella (later known as Cruella) venture through the obstacles life throws at her while developing into the evil villain she was destined to be. Fashion is a major component of the film, so this will be our main focus when building our campaign. For this campaign, we will be using three different social media platforms to reach a diverse group of individuals. We will also post “contest like” interactive content that can get people talking about the film and motivated to want to participate in our events.
SMART Goals
Keeping our SMART goals in mind is key in making sure that we’ve successfully executed our campaign strategies. We need to make sure that our goals are specific, measurable, attainable, and relevant to the purpose and goal of our campaign. Our goal will be to increase our post engagement rate among all four social media platforms we will be posting on. Also, having numbers is vital in setting a visual so that it can be easier to facilitate our campaign strategy. In this case, we want to make sure we have a reach of 20% for all four social media platforms we will be using. Including a time frame of 1 month for this campaign will contribute to making sure we have a clear and efficient plan for reaching this goal. Lastly, of course, we must make sure that anything in the works is completely relevant to the film.
TikTok
TikTok is a place where we can target a younger demographic, so we will be creating a TikTok challenge pre-event for Generation Z to be a part of. We will be posting a TikTok punk fashion challenge using the hashtags #TheCruellaWearsFashion, #CruellaCouture, and #CruellaChallenge where the goal of this challenge is to show a video transformation of TikTok users going from wearing their ordinary, “basic” clothes to them showing their most fashion forward, “bad ass,” punk outfits. Each video upload is an entry to a contest where the audience will have the opportunity to win a link to stream the film Cruella on the premiere day so that they’ll have the chance to watch it completely for free.
We will be uploading content onto Instagram as part of our “during event” phase of the campaign where we will feature a very special collaboration with the rising pup star of the moment @tikatheiggy. Tika is very much known for her fashion looks, so for this part of our campaign we will showcase Tika “watching” the Cruella film in her most extravagant outfit. This will be a call for all dog owners to dress up their pet to get them premiere ready for Cruella using the hashtag #PuppyPremiere. A reminder of this #TikaTakeover will be posted a few days before the premiere day to give owners enough time to prepare. Owners who upload photos of their dogs dressed up using the hashtag #PuppyPremiere will also be entered in the contest where we will be giving away four tickets to Disneyland Park in Anaheim.
With Facebook our goal is to target parents post-event. In order to keep the hype of Cruella even after the premiere day, it is important to create interactive content that will push for individuals to want to see the film. We will create a fun, interactive Cruella Quiz to test families on how well they paid attention to the movie. For every family that has completed the #CruellaQuiz, they will be entered into our final contest where the winner will be gifted an all-inclusive family vacation to Disney World in Orlando, Florida. This will promote the watching of the Cruella film along with perhaps purchasing the Disney+ subscription in order to watch the film, complete the #CruellaQuiz, and enter the contest.
It is our goal to be as interactive as possible to increase our post engagement rate. With the right strategy and plan, Cruella’s success in not only the film but with the campaign itself will bring skyrocketing results.
