2. The strategies that I applied to meet campaign aims were 3 platforms I created, a
social media, a trailer, and a poster. I did this so that I was able to reach a broader
audience in whatever way I could, but also considered other aspects to keep my
audience entertained as it was a long campaign, so by doing thing in a certain order I
was able to do so. For example, due to my secondary research I gathered that
trailers gave the film I researched the most audience, so har I did was that I planned
to release my trailer half way during the campaign to ensure that there was still an
interest and a demand for my film. Another strategy I applied was through my social
media page. Most, if not all, films have one therefore by me creating one it allows
interaction with the audience, which also generates buzz, but the social media page
allowed me to tease and release my other platforms such as my poster and trailers,
and build anticipation through my intended slow reveal of the posters showing a
piece of it gradually until it fully came together like a jigsaw. I was only able to
achieve this effect and also allowed me to upload my trailer, it is a lot more accessible
in my opinion to an audience rather than Facebook or twitter.Another strategy I did
was the release of my film, as most horror films, in terms of codes and conventions
are released around Halloween (Oct 1st - Nov 4th) I felt like I would best garner a
wider audience If I did the same, therefore following the codes and conventions.
How strategies were applied to meet the campaigns
3. • I believe that my strategy was somewhat
successful as the posters received a lot of
interactions and my page had a few followers
(1/6/20) However I think next time when I am
promoting posters and the trailer I should put
hashtags and links along side them so it has a
lot more discoverability to reach a broader
audience and make them more appealing to a
viewer who has never heard of the film before
• For my instagram page it got 5 followed (1/6/20)
I thought people would’ve engaged more and my
posts gotten more likes but they did not, to
combat this problem I will link the instagram age
in other platforms e.g. reddit, Twitter, YouTube,
etc to gain more of an audience
4. Campaign feedback on media platforms
To record my campaign feedback, I handed out surveys to
family and peers in my general target audience, and people
who are interested in film and people who are not, to get a
generally broader amount of feedback and different opinions
so it meant in the results I could use this to my advantage and
reach a wider audience which will overall help my campaign
In the survey I asked things like what is your most used social
media, how they consume media, how long they spend on their
phone, how they hear about films with these results I was able
to tailor 3 platforms that would best suit my target audience but
also reach a greater audience.
For my 3 platforms I did 4 posters (1 theatrical, 3 teasers), an
instagram account and a trailer, I picked these 3 because of
my survey and also my secondary research so that I was best
able to appeal to my audience with my results
5. My audience easily understood what my aim and reason
of creating them was and acknowledged that I was
purely promoting my film. On the survey, they said that
they were interested in horror films and the majority were
interested by the synopsis and concept of my film.
When creating the posters I made it clear that it was
going to be a horror film with my use of the jagged font
and the dark colour scheme which I felt is following the
codes and conventions of typical horror film, I took a lot
of Inspiration from horror film teaser posters and used
that as a template to help create my posters. I made it
clear that I was promoting the same film like having the
tag line in the instagram bio and making sure there was
no confusion with the audience at all
However next time to improve I could carefully review my
campaign timeline and find an effective way to build up
followed and post articulately to intrigue my audience
efficiently
6. When creating my posters I used photoshop as that game me the
ability to experiment the most with my posters, and I am more
familiar with photoshop, so when it came to creating my posters I
had no problem with photoshop and creating the posters itself.
However in reflection I felt as if I could’ve improved my posters
much more in terms of design, e.g. making the most use of space
and putting as much information on as possible so it is accessible
for a viewer and due to quarantine I was unable to get screenshots
from my film to use so I think that hindered the quality of the posters
overall however I felt like I did the best I could with the recourses i
had available so for next time I will be more prepared
7.
8.
9. Surveys and research
By using surveys, I was able to find valuably and useful
information about my audience and was able to tailor a
campaign that would help me garner a wider audience and also
interest my target audience. Overall I found the surveys insightful
due to the variety of answer and different interests of a
demographic and I was able use that information to appeal
expectations
Secondly, I also did research on previous campaigns which
served as the overall architecture of the campaign I was working
towards, such as posting dates, platforms and especially with my
film (paranormal activity) going viral. So I felt like l this research
allowed me to take my film campaign to a higher level that it
wouldn’t have gotten before It also helped me gather what
conventions specifically interested that demographic which
happened to be similar to mine so that information enhance the
appeal and to my target audience as I was able to apply it to my
campaign
10. Evaluation
If I had the ability to redo my campaign there are definitely some
things I would change e.g. in my approach + social media
Firstly, my posters, as previously mentioned I would redo my
posters and give them overall greater design as I feel like while
they do meet my expectations aesthetically, they do not in design.
In hindsight I think they lack and as I am familiar with photoshop I
feel as if I could elevate them to a higher standard.
Secondly, my social media, I felt I uploaded very little and the
overall content lacked, I liked the aesthetic it had however I felt like
i could’ve greatly interested viewers by uploading more efficiently
and effectively. I could’ve had a greater out reach by creating things
such as seasonal posts and by doing things like cast reveals and
interviews and uploading them onto the page and making it more
interactive rather than it looking good but having nothing there
because aesthetically I felt as if I did a really good cohesive job
making the page look good
11. Strategy timeline conclusion
Regarding the timeline of my upload strategy on social media, I felt like it
was well drafted and thought out however when it actually came to
uploading it was a bit lack lustre content wise, and also felt as if I could’ve
made my instagram more discoverable with the use of hashtags to reach a
wider audience. As for the release of the posters I felt as if I released them
at a good time in regards to the release date of my film which was in
October, I felt the choice to release it then was a good idea as I was
following the typical codes and conventions for horror films to be released
around then but the choose to have it released around a national holiday
also makes its longevity hinder as people will associate and only want to
watch it around that date.
12. Conclusion
In conclusion, I believe overall this campaign definitely did
not live up to its expected potential however I feel as if for
my next campaign I know exactly where I went at fault in
terms of my social media lacking content and being not as
interactive as I would’ve liked it but also my posters
could’ve also been more well thought out, however I felt as
it aesthetically it did very well and was appealing to an
audience I just didn’t promote it properly. Next time I will
use a lot more video content e.g. interviews, more teasers,
cast reveals as I feel that will drive up viewers more and
make them more intrigued
Feedback
