1. U N IT 6:
L E A RN IN G
A IM D
E V A L U A T I O N
2. H O W S T R AT E G I E S W E R E A P P L I E D
T O M E E T T H E C A M PA I G N A I M S
The strategies that were applied to meet the campaign aims were the three platforms which I created, the trailer, posters and
social media page.I did this so that I was able to reach a wider audiencefor the campaign to raise more of an awareness
around bullying for those struggling and going through hard times so that they know they aren’t alone and help is always
there. I made the platforms in a certain order, firstly I created and released the posters then created the Instagram pageand
then lastly the trailer. I did this as the audience will be able to try and work out the narrative from the posters and find out
the release date which is included on the theatrical release poster. By using an Instagram page,it allowed people to publicly
come across it and view whatwas uploaded on the page which was linked to the film.As well as viewing what was posted,
they were able to follow and turn post notifications on so that they were alerted whenever something was posted on the
account.I decided to use Instagram as the social media page rather than Facebook or Twitter as it is known as the website
to post media (images,videos etc) and it allowed me to create highlights that would stay there until they have been deleted.
On these highlights I could have included exclusive clips from interviews or from the film itself. Lastly, I chose to do the
trailer last as the audience will have more of the narrative released to them and show them what to expect. The campaign
started in January,which allowed the film to be efficient as well as the marketing of the campaign within just over a year for
the film to be released in October for Halloween as it is a typical code and convention of thriller genres to make the film
seem more scarier than what it actuallyis.
3. • I believe that my strategy was somewhat effective as the trailer received views but not as
many as I expected. Next time I will change a few things and make people aware of what I
have posted so it would hopefully gather a following as well as views. In addition to this,
Deadpool uploaded two teaser trailers leading up to the official trailer, next time I would like
to take the opportunity to do this marketing idea as it will reveal more of the narrative to the
audience but not too much to keep them intrigued and entertained in the film, building
their interest.
• My trailer received 7 views (up to date 29/4/2020) and the Instagram page received around
4 followers. People did not engage with the content as I thought they would have. To
change this next time, I will post the trailer regularly on other websites and keep the social
media posts regularly updated with posts leading up to the initial release to keep the
audience entertained and well engaged with the campaign. By reaching out to a wider,
mainstream audience next time, I will use strategic hashtags on my posts to make them
easier to find and possibly follow public people so that the account is more visible to
people hoping to get a bigger following count.
4. C A M PA I G N F E E D B A C K O N M E D I A
P L AT F O R M S
• To record the campaign's feedback, I created surveys to hand out to students aged 14-18
year olds which was the intended target audience for the unit. When doing this, I handed
them out in person and over social media so that there were people other than in my class
answering. This is effective as there is a varied response rather than just one lot. Within the
survey, I asked how they consume media, what social media platforms they use and how
long for on average and how have they heard about films in the past. By having these main
3 questions answered, I was able to come up with ideas on what 3 products are best to
create and how to reach out to audiences efficiently and quickly. The three products I
decided to create are theatrical posters with two teaser posters alongside, a social media
account (Instagram) and a trailer. I did this because I thought what was used the most in
today's society and the internet is a main use of everyday life including Youtube and social
media. By using these two platforms I was able to upload my trailer and posters online to
the public.
5. • My audience thought that my 3 products were great and easy to look at. They understood what my aim
of creating them was and they weren’t confused by anything as I made it clear that I was promoting my
film.On the survey, they said that they would watch my film as they would be interested in the concept
and how bullying is part of today's society and they are able to see it from another persons
perspective.When creating the posters and trailer I made sure to include the release date and make
the genre and narrative of a thriller clear by the clips used. The clips used effects such as eerie music,
weapons and blood.I included these as it is a typical code and convention of sound and mise-en-
scene used in thriller films.The products create a sense of mystery and intrigue as the enigma’s identity
isn’t shown in any of the promotion or film so that the audience will want to know more on the plot of
the movie and potentially try and work out who the villain (enigma) could possibly be.In the trailer,I
included all of the cast members and director/producer so that the audience was aware of who starred
in the film and what their roles were. When creating the three products,I made it clear that I was
promoting the same film across all three products so that there wasn’t any confusion for the audience
of the public that came across the products themselves which create an explanation for themselves.
Next time when promoting a film, I will create the social media page first at the start of the campaign
so that I am able to build it up effectively and receive followers as I didn’t receive any likes,comments
or followers on my page due to creating it last minute which wasn’t very professionalor efficient for the
campaign itself.
6. • When creating my trailer, there was a few problems when editing as I wasn't aware of the software and hadn't
used it before therefore I needed to watch a trailer based on the basics of Premiere Pro and teach myself how
to use it. Once I gathered the hang of the program, I was able to efficiently edit sound and the clips together
but then I came across a problem as the program froze and then shut down itself which caused it to erase all
of my work. To retrieve my work back, I had to search through my computer files to find the backups which
was autosaved on the editing software and once I had found the correct saved file, I was able to open it and
start editing again with all of my work there. To prevent this from happening again, I will regulary save work as
I edit to keep all of my information in case there isn't any backups which have been autosaved onto the
drive. Next time I could also use After Effects to add more complex video effects in my trailer which will make
it more suspense and skilled rather than just limited, basic effects which has been used. Due to the recent
pandemic outbreak, I am unable to go out and shoot more clips for the film and trailer therefore I had to use
the same clips which I had for both the film and trailer which limits a lot of the narrative and the audience are
seeing repeated clips repeatedly.
• When creating my posters, I used Photoshop as I was somewhat aware of how to use it and have used it
before. When editing I didn't find it too hard to use the software however when I wanted to create the glitch
effect on one of the teaser posters, I had to search how to do it and watch a tutorial on how to do it. Once
completed, I was able to insert the text on the poster. I didn’t come across any problems when creating the
posters other than just struggling to come up with ideas on what to create without giving the narrative away
too much.
• TeaserTrailer: https://youtu.be/fbA86Foig0E
• Short Film: https://youtu.be/kXjvqBZ-HkE
8. S U R V E Y S :
• Surveys: https://bethpotter458.blogspot.com/2020/02/unit-6-learning-aim-b-results-
survey.html
• By using surveys as a marketing strategy, I was able to find out more about the audience in
terms of their hobbies, interests and how they consume social media personally. By
gathering this information, it helped me build an audience and fanbase which lead onto
gathering ideas on what to include in my three products in order to promote my film. By the
surveys being filled in, I was able to gather multiple opinions on how people do and see
things so that I was able to work up to their expectations. As using this as my primary
research, I also looked at secondary research which was how Deadpool was promoted. In
doing this, I was able to see the different strategies used on how things can be promoted to
mainstream and niche demographics as well as what conventions are included in both
trailers and posters therefore I was able to use them myself when creating my marketing
materials.
9. E V A L U AT I O N O F
S T R AT E G I E S U S E D
• If I had another chance to complete this unit,I would change a
few things around the promoting materials.For instance,I will
create a social media page and upload more than just the teaser
posters, theatrical poster and trailer and share the page around
so that I gather a wider following therefore more people will
know about my filmand have something to look at on the page
if there was more uploaded.In addition to this, on the teaser
and theatrical posters, I would have a different layout and
changethe style of the poster so that there are hidden clues
within them for the audienceto try and find and keep the
narrative as discreet as possible which will allow the audienceto
look forward to watching the film for the first time and wonder
what will happen in it. On the otherhand,I would keep the
soundtrack used on my trailer as I think that it fits in with the
genre of the film (thriller) but it doesn't fit in with the movie itself
as you can hear swings creeking as they move and distant
laughter of children.Soundtracks like these are normally used in
thriller genres which include clowns to create suspence and
keep the eerie tone continuous with the audienceon the edge
10. C O N C L U S I O N
• In conclusion, I believe that I could have been more
efficient and effective when marketing this
campaign by uploading to social media more
regularly to keep the audience interested and
involved with updates and exclusive parts of the
film. Furthermore, in relation to gathering data, next
time I will ask more people on feedback in regards
to the posters and trailer so that I have constructive
feedback to work on and improve my work next
time. Next time I will possibly use Twitter instead of
Instagram so that I am able to post written tweets
about updates and pin them so they are able to be
retweeted and easily shared rather than just having
post picture or video uploads to share information.
Theatrical Poster Feedback:
