The document provides a PR campaign plan for the movie "Puss in Boots". The objectives are to create buzz and awareness, increase attendance ("bums on seats"), drive sales, and increase traffic. The campaign will target families, students/teenagers, bloggers, and animation/Shrek fans. The strategy involves using key messages and partnerships to promote the film through social media, online media, promotions, and digital tactics over a 6 week period. Success will be measured using online engagement statistics and media coverage.

1. ‘Where client’s
needs are achieved
digitally and created
in a way that gets
noticed’
Diana Abu-Zuaiter
Stephanie Birch
Lisa Hammerton
Cara-Leigh Heasman
Amy Lee
Puss in Boots PR Campaign

2. Who is Puss in
Boots?

3. Objectives
• Create buzz and awareness
• Get ‘bums on seats’
• Drive sales
• Increase traffic

4. Target Audiences

5. Family Profile
Dad: Steve (37)
Mum: Laura (36)
Son: Daniel (9)
Daughter: Amy (6)

6. Student Profile
Nick (20)

7. Blogger Profile
John (18)

8. Animation/Shrek
fan profile
Sam (24)

9. Strategy
Puss in Boots is
Families “Good family
entertainment”.
Famous actors
voice
Students/ over in the movie
Teenagers (Antonio Banderas
& Zach
Galifianakis)
KEY
MESSAGES
Puss in Boots is a
new film which
Bloggers people are going
Outstanding CGI
(Computer to discuss (Hot
Generated Topic)
Animation Imagery)
Fanatics/Shrek
Fans and Special FX.

10. PARTNERSHIPS ONLINE MEDIA
SOCIAL MEDIA
PROMOTIONS
BLOGGERS

11. Timeline
• 6 week campaign
• Divided on a trimester basis
Week 1 & 2 Week 5 & 6
LAUNCH
Week 3 & 4

12. Digital Tactics
Based on:
• Videos
• Imagery
• Photography
• Trailers
• Spoilers
• Etc.

13. Online and Social
Media
• Websites
• Online Magazines
• Forums
• Blogs

14. • Organised photo
albums
• Strategically placed
trailers
• Date of release
• Connect
• Make friends
• Update statuses
• Comment
• Like
• Be everywhere

15. • Interact
• Raise awareness
• Gain followers
• Follow
• Be everywhere

16. Competitions/Promotions
Target
Competition Channel Prize Partners
Audience
Design Your Own Boots Facebook Children Clarks Boots Clarks
Cutest Cat Flickr Families Games Console Paramount
Draw the best Puss in Boots Facebook Children Tickets Cinemas
9 lives All Students 9 days to Mexico BA and Hilton Hotel
Dress up as your favourite character Facebook Children 9 free cinema entries for any Cinemas
movie
Dress up as your favourite character Facebook Students 9 free cinema entries for any Cinemas
movie
Puss in boots Adventure Youtube Animators Trip to Dreamworks Studios Dreamworks and BA
What Character are you? Twitter All Tickets Cinemas

17. Let’s go VIRAL

18. College Screenings

19. Measurement and
Evaluation
• Facebook Statistics • Twitter Trends
• Google Analytics • Media Coverage

20. Thank You!