Razors Digital Marekting Plan
For the short film "Razors" our goal was raise awareness of our film, and get meaningful engagement. Which we defined that as getting comments, and story shares. To achieve we made social media post that we thought would engage our audience. Below are some of the post we made, the thought process behind them and of course, the results!
Razors Rollout Video
2.9k views
178 Reel Interactions
A film with no clear meaning is hard to market to people. So we didn't. Instead we pitched Razors as an experimental art piece and encouraged the audience to tell us their interpretation.
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To support this video, when the short released we also posted a video that asked the audience to do just that.The results was the most comments we'd ever received one of our shorts.
With 40+ comments, in just one month "Razors" had more comments than our previous film got in a year.
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To encourage even more audience engagement we made a reel highlighting our favorite comments
950+ views
62 Reel Interactions
1.8k views
63 Reel Interactions
Inbetweens of Indie Animation
While we were making "Razors" behind the scenes videos and indie animation were popular video topics. So we leveraged these trendy topics and added them into our marketing plan. We choose to highlight different crew members with unique roles and have them explain their roles.
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These videos did very well online and we were often compliment about them in person as well.
Bringing Awareness
Another one of our main goals was to insure people were aware that Razors was coming out. We did this by posting consistently on days when our audience was most active. As well as posting a variety of content that alligned with our audience's interests. ​
Hot Ones Parody
We produced a parody of the hit internet talk show "Hot Ones" to help promote the video. We did this because it aligned with our internet savy audience's interest and because it was a familiar format to them. Interestingly talking about this 30 minute video is a great icebreaker at indie networking events, and we still continue to get alot of milage out of it.
Instagram Mural
To keep things visually interesting, we created an "mural" on the film's official instagram account. Piece by piece we'd post new parts of the mural, while teasing things about the film itself. The mural was finally completed on the film's release date.
By posting in this manner we encouraged our audience to check in when new post where made and to see how the mural had changed.
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It took lots of planning and trial and error to pull this off. However it remains one of my favorite parts of the Razors Marketing strategy
Rough Drafts
