MAY 2021
UK CAMPAIGN PLAN
A CAMPAIGN PLAN PREPARED AND PRESENTED BY CHARLOTTE DALE
BACKGROUND Scheduled to be released on the 28th May 2021, Cruella i s the li ve-acti on prequel to the 101 Dalmations film, following the character Cruella De Vi l on her ri s e to vi llai ny. The fi lm was originally set to be released on 23rd December 2020 but was delayed due to the Coronavirus pandemic. Walt Disney Pi ctures has si nce announced the movi e wi ll be released in theatres and on Disney+ si multaneously, maki ng i t the fi rs t multi -channel li veaction release by the picture company. Cruella i s rated PG-13, a rari ty for the Di s ney brand.
CASE STUDY: Following Disney's initiative to breathe new li fe into classic Disney characters, Malefi cent: Mistress of Evil released in 2019 i s comparable to Cruella both in terms of being a li ve-acti on movie with a villain as the protagoni st, as well as for its target audience. The campai gn for the fi lm adopted traditional tactics such as theatri cal movie posters, press junkets featuri ng the starstudded cast and multiple teaser trai lers, as well as extending the campaign to socials releasing iMessage stickers and a Picsart filter. Most notably, Disney chose to use a stunt (creating a photo booth for the convention EssenceFest) as well as partnerships to extend their reach to a millennial/Gen Z audience. They partnered with luxury homeware company Kohler for a commercial advertising a high-tech voice-activated mirror, and also partnered with Youtube influencer Promise Phan to promote an augmented reality tool transforming you into the title character. By virtue of this, Maleficent grossed £3.3million in the initial box office weekend, coming only second to Joker which was also released in October 2019.
AIM As the first Walt Disney Picture's fi lm to be released i n ci nemas s i nce Onward i n March 2020, the campaign for Cruella ai ms to bui ld a buzz around the releas e, encouragi ng the audience to want to return to the ci nema and see the fi lm on the bi g s creen.
OBJECTIVES To gross a minimum of £1.32 million in the initial weekend box office; 40% of the weekend box office taking for Maleficiant: Mistress of Evil in 2019.
To sell at least 60% (£1.44 million) of the ASOS clothing collection, within 1 week of its launch.
To accumulate a reach of 10 million across all influencer collaborations by June 4th, with a 25% engagement level within 1 week of posting each asset.
KEY MESSAGES The Devil is back on May 28th. Joi n us i f you dare. Her story isn't so black and white. Di scover Cruella as you’ve never s een her before i n Disney's latest live-action movie.
STRATEGY The campaign will adopt a creati ve approach, offeri ng i ncenti ves to the audi ence to persuade them to engage with the fi lm release. We wi ll also use a combi nati on of brand and influencer partnerships to help create a soci al buzz, encouragi ng the audi ence to s hare about the film and providing a moti ve to want to go and watch the fi lm i n the ci nema.
01
AUDIENCE As per data from the UK Cinema Association, 16-24-year-olds were 24% more likely to go to the cinema compared with 45-64-year-olds in 2018. This data combined with the impact of coronavirus on perceptions of public safety means the 16-24 age group is the most likely audience to take a cinema trip following cinema reopenings in May 2021, and the most appropriate given the films PG-13 rating.
In addition to this data, the release of the 101 Dalmati ons franchise between 1996-2003 means that chi ldren of thi s era now fall into the 16-24 age group, havi ng possi ble chi ldren of their own. Following trends from other Di sney remakes such as Cinderella, Lion King and Aladdi n, thi s age group account for a large percentage of the audience for these fi lms, subsequently categorising them as nostalgia chasers and li kely to engage with Cruella. Furthermore, data from YouGov suggests females favour Disney films over males and 55% of Bri ts see goi ng to the cinema as a social occasion maki ng the composi ti on of the audience likely to be grouped and regular ci nema attendees.
16-24 B C1 C2 ACORN: CAREER CLIMBERS STEADY NEIGHBOURHOOD MODEST MEANS CINEMA ENTHUSIASTS/ SOCIALISERS GROUP COMPOSITION: FRIENDS/ COUPLES/ FAMILIES INTERESTS: EATING OUT, ENTERTAINMENT, TRAVEL
ADDITIONAL STAKEHOLDERS Intervening: Distributors (i.e.Cinema chains and Disney+) Media Outlets (such as TV shows, newspapers and radio) Cast and Crew Influential: Film critics UK Government Competitors (Both movie releases and fashion competitors)
CHALLENGES
SOLUTION
With the movie being released simultaneously on Disney+, one challenge i s to get people to choose to go to the ci nema.
We will offer incentives to the audi ence, that are only available by consumi ng vi a cinema.
A Quiet Place 2 and The Conjuri ng 3 are both to be released within a week of Cruella, creating competition within the darker movie category.
Assets will emphasise Cruella's PG rati ng to differentiate it from the horrors and entice a different audience.
COVID-19 may make people reluctant to go out and take a trip to the cinema, opti ng instead to stream the release for free.
Our fashion collaboration will offer the streaming audience an alternati ve way to engage with the release, and provi des an alternative income to the box offi ce.
02
TACTICS AND CHANNELS
Designs by Emily Dale
Press Junket (Earned): The cast of the film will embark on a series of press junkets across TV, radi o and print to promote the release. The outlets wi ll be selected by popularity and audi ence demographi c, with examples including Graham Norton, Capi tal FM and This Morning. Cast Q&A's (Shared): Key cast members Emma Stone, Emma Thompson and Mark Strong wi ll take part i n YouTube and IG Q&A's on Disney's soci al medi a to help target the core 18-24 demographi c and create a social buzz. Fashion Collaboration (Owned/Shared): As the film surrounds Estella's dream to become a fashi on desi gner, Cruella wi ll partner with fashion brand ASOS to release a Cruella i nspi red collecti on for fans both male and female to buy. Fashion Show Stunt (Owned/Shared): Pieces from the fashion collection will be featured in a pop-up fashi on show i n Shoredi tch, London. Models will be seen walki ng the catwalk wi th dalmati ans , making the show instantly recogni sable and encouragi ng shared/earned media coverage to support the movi e release. Souvenir Gift Bags: Complimentary Cruella gift bags wi ll be developed and gifted to audience members who see the fi lm in cinemas. This incentivises people to see i t on screen rather than via streaming and will help promote the fi lm through word of mouth.
INFLUENCERS A selection of influencers have been selected based upon thei r audi ence type, content and whether they align with the Disney and Cruella brand. Involvement i n the campai gn wi ll differ between influencers, but all wi ll be i nvi ted to parti ci pate i n the pop-up fas hi on s how.
03
TIMELINE (2021) AND BUDGET
PAID MEDIA TOTAL TV SPOT FOR TRAILER
£110,500 £84,000
PRIME TIME ITV @ 4.2K PER SPOT, X 20 SPOTS
PRESS JUNKET VENUE+SET
£6500
SOCIAL MEDIA ADS
£20,000
FASHION COLLAB TOTAL CLOTHING COLLECTION
£655,400 £600,000
12X PIECES - 5000 STOCK PER PIECE. SUPPLIER COST £10P/P RRP £40 P/P
FASHION SHOW
£55,400
VENUE £7K, 14 MODELS £8.4K, HAIR AND MAKEUP £10K, STAFF £10K, DECOR £20K
GIFT BAGS TOTAL
£661,755
843 CINEMAS X 500 GIFT BAGS - 421,500 TOTAL SUPPLIED BY MERCHSMITH
TOTE BAG
£295,050
£0.70 SUPPLIER COST
NOTEBOOK
£286,620
£0.68 SUPPLIER COST
BADGES
INFLUENCERS TOTAL
£218,000
BASED ON DATA BY TRIBE
LITTLE MIX
£200,000
SOPH
£8000
HELEN
£4000
JACK
£4000
BRONTE
£2000
£80,085
£0.19 SUPPLIER COST
EVALUATION
QA - QUANTITATIVE QL - QUALITATIVE
WE WILL MONITOR THE FOLLOWING METRICS TO ASSESS THE SUCCESS OF OUR OBJECTIVES:
OBJECTIVE 1: BOX OFFICE INCOME Bookings (QA) analysing box office income per day, breaking the data down to identify geographic
hotspots and key audience analytics. Income Comparison (QA) analysing box office income against previous Disney live-action releases, and against other cinema releases during May 2021.
OBJECTIVE 2: FASHION SALES Fashion Collab Sales (QA) monitor sales of fashion collaboration, identifying the most popular
pieces allowing the team to push marketing on lower-sale items. Geographic/Consumer Data (QA) analysing sales data to identify hot-spot locations and key demographics of consumer, then comparing this data with the box office to measure tactic impact
OBJECTIVE 3: MEDIA ENGAGEMENT Social Media Insights (QA) measure insights per asset using built-in social media tools, to identify
reach, impressions and level of engagement. Earned Media (QL/QA) analysing the level of media coverage by tracking the number of press placements, engagement with junket content and feedback/reviews of tactics and film release. Influencer Partnership Engagements (QA), identifying engagement levels, audience demographics, and monitoring the number of referrals per influencer (via link clicks).
04