The document outlines Pixar's digital marketing strategy for its 2015 film "Inside Out". The campaign, called "Pixar goes Inside Out", aims to promote the Pixar brand and drive up opening week attendance numbers. Key tactics include blogging, Google AdWords, social media promotion on Twitter and Facebook, inbound marketing like sweepstakes, and a budget of $50,000 from December 2014 to June 2015. Success will be measured by increases in social media footprint, ad clicks, page views, and views of the "Inside Out" trailer online.

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Pixar goes Inside Out
Pixar Digital marketing strategy

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The “BIG” Idea
 Pixar goes Inside Out
 Campaign to actively
promote the Pixar brand and
its newest film ‘Inside Out’
(2015)
 Goal: Reach parents and
children; drive up first weeks
numbers

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Target Audience
 Primary Target:
 Parents of children ages 3-14
 Secondary Target:
 Children ages 3-14

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Tools and Tactics
Plans to carry out Pixar goes Inside Out
Campaign
Blogging:
• Mom blogging: Create a
Pixar mom’s blog.
• Engaging mothers with
children while advertising
Pixar goes Inside out and
Inside Out
Goal: Optimize Pixar’s SEO by
using key words to make the
page findable.

5. +
Google Ad Words
Google Ad words projection
https://adwords.google.com/ko/Ke
ywordPlanner/Home?__u=445273
7347&__c=1415043307&authuser
=0#search
 Pixar will buy the following key
words on a cost-per-click basis
 Inside Out
 Pixar film
 Pixar short
 List of Pixar movies
 Avg: 57K clicks per month

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Sample Google Ads
 Pixar
List of Pixar movies
View all Pixar Animated shorts and movie
titles. Inside Out summer 2015.
www.Pixar.com
 Pixar shorts
Pixar animated films
Pixar shorts, Pixar goes inside out.
www.Pixar.com

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Social Media
The heart of the digital marketing campaign
Twitter:
• Pixar’s twitter account currently
has 3.7 mil followers
• Pixar’s Inside Outside account
has 300 followers
• Use of hashtags
#InsideOut
#PixarGoesInsideOut
#Pixar2015
• Sponsored tweets
Facebook:
• Pixar goes Inside Out fan page
• Like and share interaction
• Facebook Ads

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Inbound Marketing
 Call to action
 Pixar goes Inside out
sweepstakes
 One winner once a month
 Winner announced on
Pixar website
 Tickets to Hollywood
premiere of Inside Out
 Fill out information to get
constant contact with
audience
 Lead with follow up emails
to target members that
complete call to action

9. +
Budget
 Budget includes: Google Ad words, Social media Ads, Sweepstakes
 Campaign Length: Dec. 2014-June 2015
 Final budget estimate: 50,000

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KPI
Key indicators to measure success of
campaign:
• Klout score
• To measure social media footprint
on Twitter, Facebook and Blog
Google Ad words
• Increase in monthly clicks on
keywords
• Increase in page views
• Inside out trailer:
• https://www.youtube.com/watch?v=
1t0A_tZGrYw