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1 4-2 Case Study: Using Digital and Social Media for Brand Storytelling 4-2 Case Study: Using Digital and Social Media for Brand Storytelling Southern New Hampshire University Professor James Owston COM 413 R3181 Management of Com Projects 24EW3 Using Social Media for Brand Storytelling 1

2 4-2 Case Study: Using Digital and Social Media for Brand Storytelling In the Harvard Business Review case study titled "The Hunger Games: Catching Fire: Using Digital and Social Media for Brand Storytelling," analyzes how they used an innovative marketing campaign. The campaign was successful in engaging the audience and creating an emotional connection to the film. It leveraged the power of digital media to create a platform for fans to discuss the story. Effectiveness Both Facebook and Twitter proved to be effective channels for reaching the target audience.  Facebook's large user base and high engagement rates make it the ideal platform for reaching over 10 million likes on the Hunger Games: Catching Fire movies platforms. The marketing team customized its messaging to reach specific demographics and interest groups by leveraging features such as photo sharing, videos, fan challenges, and fan pages. Through Facebook, the fans were able to feel like they were citizens of their chosen districts. Facebook's platform has proven to be an effective way to reach a large and engaged audience.  On Twitter, the movie franchise used a mix of promotional content, real-time updates, and interactive quizzes to engage with fans. By leveraging hashtags and trending topics, they were able to tap into a wider audience and increase brand visibility. This was exploited by the movie's marketing department by making followers of Twitter feel like they were part of the plot of the movie. It also offered links to movie trailers and promotional pictures. The use of hashtags and challenges on Twitter provided a 2

3 4-2 Case Study: Using Digital and Social Media for Brand Storytelling platform for making effective use of hashtags and challenges. This helped to heighten the excitement around the movie and increase the overall engagement. Twitter provided a direct line of communication between fans and the movie's marketing team, allowing for a more personalized and interactive experience. Differential Use While both Facebook and Twitter were effective, there were ways in which each platform could have been used differently to further amplify the campaign's message.  For Facebook, leveraging live video could have been an effective way to engage fans in real-time. By hosting exclusive interviews with cast members or behind-the-scenes commentary, the movie's marketing team could have created a sense of urgency and excitement among fans. Additionally, leveraging Facebook's ad targeting capabilities to reach out to specific geographies or demographics could have increased the effectiveness of the campaign.  Conversely, Twitter could have been utilized more extensively for audience feedback via surveys. This could have helped identify areas of improvement and made informed decisions about their products and services. Twitter's platform would have allowed for easy communication with the audience, allowing for quick surveys and feedback. Resources 3

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4 4-2 Case Study: Using Digital and Social Media for Brand Storytelling To effectively develop and deliver the campaign's message through digital and social media channels, “Lionsgate Entertainment” and “Ignition Creative” used a combination of human and material resources.  Human: The human resources involved in the campaign included a dedicated marketing team with expertise in digital and social media. This team was responsible for strategic planning, content creation, and community engagement. In addition, the marketing team needed thorough knowledge of the movie plots, the lingo, and the target demographic. The marketing team was key to the success of the campaign. They ensured that the content was engaging, relevant, and targeted to the appropriate audience.  Material : In terms of material resources, the movie's marketing team invested heavily in creating high-quality visual content. This involved hiring a professional photographer to capture behind-the-scenes shots and hiring a graphic designer to create visually appealing graphics. Additionally, resources were allocated to create engaging trailers, teasers, and promotional videos that could be shared across various platforms. Potential Timeline Establishing a timeline for the development of social media channels for the campaign involves outlining the milestones, tasks, and subtasks required to create a successful deliverable. 1. Planning and Research: The marketing team conducts thorough planning and research to identify the target audience, key messaging, and the most effective channels for reaching the audience. 4

5 4-2 Case Study: Using Digital and Social Media for Brand Storytelling 2. Website Development: A dedicated website is created for the film, containing key information, trailers, and exclusive content. 3. Facebook Page Creation: The fan page for the film is established on Facebook, including details about the movie, upcoming releases, and opportunities for fan engagement. 4. Twitter Account Setup: An Twitter account is created for the film, with a visually appealing feed and regular updates. 5. Content Creation: High-quality visual content, including behind-the-scenes footage, promotional images, and interactive polls, is created to be shared on both Facebook and Twitter. 6. Social Media Advertising: Targeted ad campaigns are launched on both platforms to reach a wider audience and increase engagement. 7. Community Management: Regular monitoring and engagement are conducted on both platforms to engage with fans, respond to comments, and foster a sense of community. 8. Measurement and Analysis: Regular analysis of social media metrics, such as likes, shares, and comments, is conducted to track the success of the campaign and make informed decisions. A marketing campaign for the Hunger Games film series helped create a tighter community of fans that contributed to the success of this film. This online community was vital in driving the success of the movie. The marketing team was essential in leveraging the power of social media to create a buzz around the film. 5

6 4-2 Case Study: Using Digital and Social Media for Brand Storytelling Reference SAWHNEY, M., & GOODMAN, P. (2016, September 9). Harvard Business Publishing Education. https://www.hbsp.harvard.edu/ 6

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