Executive Summary: Social Media Marketing Plan for Sing 2


In a digitalized world and social media being at everyone's fingertips, social media is one of the most powerful marketing tools. From advertising and increasing awareness, before the movie is released, it will generate major buzz. With the way information is spread on social media, this movie will be able to reach the target audience and then more through social media platforms. Here I will outline a detailed social media marketing campaign that will start on November 15, 2021, and will run till January 10, 2022, for a total of eight weeks. This social media campaign will have three phases, pre-release, release, and after the release and is aimed to meet the goals of the campaign. When forming this social media campaign, goals need to be established to have a level of achievements to be set. The ultimate goal is to not only achieve these goals but to then exceed them, as well. These three goals are specific, measurable, achievable, relevant and on a time schedule.


  • SMART Goal 1: To increase social following on Instagram and TikTok with 1,000 new followers and 500 new likes on Facebook each week, for eight weeks, end of the campaign.
  • SMART Goal 2: Increase engagement on each post by 10% for six weeks leading up to the release of the movie.
  • SMART Goal 3: Increase the amount of digital advertising each week by 100% by the release of Sing 2.


Social Media Channels


Instagram is a great social media channel to reach the younger audience. Although the children are not heavily present on Instagram, there is a large number of children using Instagram. “11% of U.S. parents say their 9–11 year-olds use Instagram” (Hootsuite, 2021). Besides children using Instagram, the parents of the children are also on Instagram. “25–34 years old: 60% and 35–44 years old: 49%” (Hootsuite, 2021). Instagram holds a lot of the target audience on its platform. Different content forms will be stories, reels, highlights, pictures and videos. Therefore, reaching the intended target audience is definitely reachable with the right advertisements and creative content.


TikTok is one of the largest social media platforms that has attracted millions of users within a short amount of time. With the use of TikTok and the quick thirty second to one minute video will capture the target audience. 25% of Tiktok users are between the age of 10–19 (Statista). Although it does not go below the age of 10, TikTok holds a lot of equity with being able to target that specific age group. TikTok is known to make videos go viral, yet having creative videos about the upcoming movie will help increase and spread awareness.


Facebook attracts the parents of young children, which the parents are part of the target audience. Since parents make the decision to take their child(ren) to the movies, putting the content in front of the parent will convince them to view the movie. Almost 50%, 49.2%, of Facebook users are between the age of 25–44. This is the perfect platform to reach the parents to encourage them to take their child to view the new Sing 2 movie. Having content that is geared towards the parent taking their child to view the movie is the goal of using Facebook.

Voice & Tone:

The voice and tone of this social media marketing campaign is to complement the themes of the movie. Happy, upbeat and an exciting experience. These feelings should be matched between the social media content and the movie. This happy upbeat voice will be used for all captions on posts, as well as comments and any other messaging between the audience. Setting the voice and tone is important as it will set up the expectation for the movie. With keeping an exciting, upbeat voice and tone in the pre-release, release and pose release stages will set the stage for a successful campaign.


With the use of hashtags, it will allow the intended audience to engage with each other. It will also allow those during the release and post-release phase to share their experience of the movie. Hashtags are a great tool on all social media platforms for the three different stages of the campaign. Some hashtags that will be used are: #Sing2, #SingWithUs, #Sing2Movie, #TheSing2Stage, #SingEntertainment, #Sing2RockStar. With these specific hashtags, conversations can be started during and after the release of the movie on social media to keep the buzz going weeks after the release.

Influencer Marketing:

Influencer marketing is a great social media marketing tool to use celebrities/influencers to persuade the audience to view the movie. In the Sing 2 movie, there will be popular songs being sung by the cast. With those singers/celebrities being part of the social media marketing campaign, it will influence the parents to make the decision to view the movie. “The animated musical film ‘Sing 2’ that will release on December 22, 2021, will reportedly feature songs by BTS, Billie Eilish, Drake, U2, The Weeknd, Prince, Taylor Swift, and Cardi B” (Mid-Day, 2021). With these artists' songs being played in the movie, it is only suitable that these singers/celebrities are used in the social media marketing campaign for content. Some celebrities that will be used are Taylor Swift, Cardi B and Drake. With the influence of singers/celebrities, it will encourage the parents to view the movie as they will also have an interest, not just for their child(ren).


“What you have all been waiting for is finally here. The release of Sing 2! In theaters this December!”

Instagram & Facebook

“Share your family’s adventure of watching Sing 2 with the use of #SingWithUs”

Instagram & Facebook

“Parents, by entering the contest, you could win your family a free trip to Univeral Orlando to see Sing 2! #SingWithUs”

Instagram & Facebook

Overall, this is a very strong social media marketing plan that will be able to increase engagement, followers, and awareness across multiple social media platforms and increase the box sales within eight weeks.


Freedmen, Nicola. (2020). How Social Media is Changing Hollywood. Digital America. https://www.digitalamerica.org/how-social-media-is-changing-hollywood-nicola-freedman/

Hootsuite. (2021). Instagram Demographics in 2021: Important User Stats for Marketers. Hootsuite. https://blog.hootsuite.com/instagram-demographics/ Statista, (2021).

Distribution of TikTok users in the United States as of March 2021. https://www.statista.com/statistics/1095186/tiktok-us-users-age/ Statista, (2021).

Distribution of Facebook users worldwide as of October 2021. https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/

Mid-Day. (2021). Sing 2 to feature songs by BTS, Billie Eilish, Drake, U2 and more. https://www.mid-day.com/entertainment/hollywood-news/article/sing-2-to-feature-songs-by-btsbillie-eilish-drake-u2-and-more-23199694



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