The Art of Paid Posts

Our 5 Paid Channels

---

Targeting Criteria

Metro-Detroit Michigan Area

18-35 Years Old

$40,000 – $120,000 annual income

Avid Movie-Goer

Active on Social Media

Interested in fashion, designer goods

Interested in going out, nightclubs

---

PPC Keywords

Premier Theaters

Movies

Movie theaters

Showtimes

Movie showtimes

Movies near me

Theaters near me

Red Carpet brand

Fun things to do

Fun nights out

Movie tickets 

Buy movie tickets

Watch movies

Browse movies

Red Carpet

---

Ad Concept Ideas

“Walking The Red Carpet”

Promoted Social Post

This ad would be a short, 30-second video, starring a roughly 20 year old girl walking down a red carpet to a movie premiere. She is depicted wearing a very high-end, fancy designer dress, stealing the show as it is now her turn to walk down the runway. Photographers and paparazzi, countless in the numbers, stand on each side of the carpet taking pictures and asking thousands of questions to her. She smiles in bliss as she walks down the runway with camera flashing, she loves the attention and fame. The ad ends as she finally reaches the movie theater, and the camera pans up to show that she has arrived at Premier Theaters, and it ends with a small promotion message about our brand.

“Dinner When You Want It”

Promoted Social Post

This ad would be a 15-second video social post promoting our exquisite dining and food options, while also showing that you can choose to eat dinner before or after your movie, as it is bundled with your ticket optioning. The ad would star a couple at our restaurant section of the theater, dining and talking about how great the movie was while also how nice it was to have the option of when they chose to dine. The idea of this ad is to put a lot of information about our dining services into an easily digestible and compact ad.

“Our Theater”

Promoted Social Post

This ad will just be a picture of our theater with a small message about what movies are premiering this week and it will include a link to buy tickets on our website. This ad will be posted on social media and will primarily target our audiences who have a shorter attention span and do not want to sit and watch a promoted video for 15-30 seconds. Although this post does not have anything to do with our amenities or traits of our theater, it will be designed to promote new movies and attract audience interest based on their movie preferences, ultimately introducing them to our theater from them clicking on our ad and being directed to our website, that will list all of our amidites and reasons to choose Premier Theaters.

---

Paid Media Budget

Based on our $5,000,000 annual operating budget, we will be allocating 24.7% of our operating budget, or $1,235,000 to our paid posts. As we are a B2C company, and our target demographic is considerably active on social media platforms, we believe it to be in our best interest to allocate the highest recommended budget, 24.7%, towards our paid posts. Furthermore, we will divide our paid posts budget equally at 20% amongst our five paid channels: Instagram, TikTok, YouTube, Facebook, and Google. As we continue to collect data on the performance of our posts, we will adjust our allocated budget according to which channels perform the best, and remove funding from channels that underperform as we see fit.

---

Goals for Our Planned Promotion

Increase Brand Awareness by 20% through paid posts by end of financial quarter

Increase online ticket sales by 30% through paid posts by end of financial quarter

Increase Brand Loyalty by 20% through paid posts by end of financial quarter

Learning from Example

Coca-Cola Contour Digital Campaign

What we learned

Coca-Cola created a campaign to help spread their message of happiness over social media. They targeted people who tweeted or posted positive messages online and sent them a customized response from Coca-Cola’s main account. They also reached out to influencers that met both their quantitative and qualitative criteria to help maximize exposure. Through this campaign, Coca-Cola was able to reach 22 million people over a three month span with a 70% retweet rate on their posts.

How we can apply this to our brand

Coca-Cola reached out to people who posted positive messages because it aligned with their brand’s tagline; We can learn from this and reach out to our target audience on social media according to those who post messages about movies and movie theaters in the Metro-Detroit area. We can also use influencers who have great influence in the Metro-Detroit area and meet our quantitative and qualitative criteria to help promote our theater.

Adidas and Google’s Marketing Platform

What we learned

Adidas points out that the consumer journey is no longer linear, meaning that it is very difficult to tell when a consumer will receive a message. Google analytics helps Adidas keep track of consumer information collected on their website, and makes it very simple for Adidas’ team to share insights between one another to stay up to date on marketing patterns.

How we can apply this to our brand

As we begin to create our presence online, we will use Google Analytics as our primary source of information on our demographics and consumer insights. We believe Google’s marketing platform will offer great value to collect and track data on our web visitors and potential targets.

SMALL BUT MIGHTY KIA’s Marketing Campaign

What we learned

KIA’s marketing team was tasked with creating a digital campaign that showed off all of the unique features offered by their newest car model, in response they chose to attribute all of the car’s features to a cat. They then created the entire digital campaign centered around the use of cats in their ads. They created a 3-D modeled viewing of the car from a cat’s point-of-view, created an interactive Facebook app that encouraged sharing through competition, created a mobile game, and a series of online and outdoor digital banners to help spread their message.

How we can apply this to our brand

Although, we do not believe it would be useful to attribute the features of our movie theater to an animal or embodiment, we do think the use of 3D modeling and interactive apps may be very useful to our digital campaign. We would incorporate online and outdoor digital banners in the Metro-Detroit area to help spread brand awareness, as well as create our own Facebook app that encourages sharing and competition that could possibly relate to upcoming movies that premiere at our theater. 

5 Social Media Campaign Examples

What we learned

The creators of this video believe the main factor to creating a successful digital campaign is to be shareable. ‘Know Your Luck’ created a campaign to spread breast cancer awareness, they designed the campaign to be funny and lighthearted which encouraged users to share due to the comfort created by the campaign. ‘We are here’ was a campaign created by Airbnb to promote their new app, they had users record their experiences traveling via helmet cam, which was an innovative way of showing what a new user could be experiencing if they travel and to encourage more users to travel and use Airbnb on their next trip. Finally, ‘Avoracle’ used current events and a relatable experience to encourage users to share their ad and spread awareness of their campaign.

How we can apply this to our brand

Despite there being five campaign examples that successfully created ads that were very shareable, we found two to be very useful to inspire our digital campaign. First, ‘Know Your Luck’ successfully spread breast cancer awareness through creating a campaign that utilized lighthearted and comedic aspects on a strong subject, we would like to create our campaign to also be lighthearted and, at times, comedic to increase share-ability. Secondly, ‘Avoracle’ taught us how incorporating current events and relatable experiences can be a very effective strategy to encourage shares. For our digital campaign, we could incorporate new movies into our ads as a form of current events, and create relatable scenarios in our ads that is enjoyable for our audience.