Executive Summary: Sing 2 🐨

I like to sing it sing it.

You like to sing it sing it.

I’m going to see it see it.

You will, see it!

That’s right ladies and gentlemen or this case koalas, lions, and porcupines. Sing 2 will be released on December 22nd, 2021. Just two days before Christmas!

The original prequel came out in 2016 and I can still remember tapping my foot during each song in the movie. It was funny and left me wanting more. Now, to make sure the sequel has the same success, we need to implement a social media marketing campaign. Why? Social media is super important when it comes to its effects on people looking to find new movies at the box office. Digital media was responsible for 46% of media-driven box office sales…

This social media campaign will be broken up into 3 phases. Pre-event, During-event, and Post-event which will focus from November 2021 to January 2022. Our goal is to create brand awareness, drive ticket sign-ups/sales, and promote engagement.


What does SMART Goal stand for?

Specific, Measurable, Achievable, Realistic, and Timely.

This is key in identifying the type of content created for the Sing 2 social media marketing campaign. Since the movie is coming about right before Christmas, it is critical to become the top movie with highest sales for the Christmas holiday and entering the new year.

Our three SMART Goals go as follows:

  • SMART GOAL #1: Post 12 times a week during pre-release, 20 a week during the release date (includes 2 weeks before), and 24 times a week post-release event.
  • SMART GOAL #2: Gain 40K followers each on Instagram + TikTok with audience 1, 20K followers on Facebook from audience 2, 10K total from audience 1 and 2.
  • SMART GOAL #3: Increase social media engagement among parents by 50% leading up to December 22nd on their targeted platforms in order to pre-purchase tickets.


The four social media platforms that will be used will be TikTok, Instagram, Facebook, and YouTube. You can’t just post content to post on a platform. You have to know who your audience is. With that, TikTok and Instagram will be used specifically targeting Audience 1 while Facebook and YouTube will be used to target Audience 2. The nice thing about these social platforms is that an account is already created so an audience has been established.

Target Audience

The target audience is Gen Z and Millennials between 12–40 years old. You can even make it more specific with Gen Z males and females between 13 to 25 years old and Millennials who are parents to either Gen Z or Gen Alpha.

Gen Z likes to watch cartoons and follows current music trends. They love to sing and dance and showcase their moves on social media. Millennial parents enjoy being with their family and doing activities as a cohesive group.

25% of TikTok users are 10 to 19 years old and 22.4% of users are 20 to 29 years old making TikTok a prime social platform to target Gen Z users. TikTok allows users to duet songs and dances and since Sing 2 is a musical, there is so much potential for engagement.

Instagram users in 2021 are 18 to 24 years old whereas 8% are 13 to 17 years old again making Instagram a great social platform to target Gen Z. Many people like to upload TikTok videos as Instagram Reels so there is the ability for consistency when it comes to content creation. Instagram also allows you to create Insta Stories and the ability to add a Call-To-Actions within them where you can direct users or followers to learn more about the movie or to purchase tickets.

Let’s move now to Millennial Parents. 31.5% of Facebook users are between the ages of 25 and 34 and 17.7% of users are 35 to 45 years old and first time mothers are around 26 years old- and first-time fathers are around 31 years old. Facebook is beneficial because there is the ability to engage with posts, share between friends or within Facebook groups, and the ability to watch full trailer videos. If parents wanted to learn more, they could get redirected to the Sing YouTube channel where they can watch more trailers to see if this is a movie they want to see with their child once the holidays come around.

Tone + Voice

The movie is listed as a musical/comedy. With a production showcasing bright coloring, use of many animals, and personality through trailers, it is important to match this town within the content produced. For Gen Z, they will appeal to the humor and silliness of the film and parents will enjoy the storyline and the quality of the script. Based upon the first movie, most people are familiar with the characters and the personality they have. Using Meltwater, we can analyze what people on social are saying about the film leading up to the December 22nd release and post release. If we see positive engagement and conversation, we know that the tone and voice set for content was a sucess.


People within social media platforms have the ability to find your content even if you may not be targeting them. We have seen through social media trends that a hashtag can become very popular. When this happens it will jump in the rankings and the algorithm will push this Hashtag in front of peoples eyes. Some examples for the Sing 2 movie include: #Sing2, #Sing, #Dance, #Johnny, #HolidayWeekend, #HolidayMovie

Influencer Marketing

If you look beyond the animals in the movie and more on who voices them, Sing 2 has a stellar cast. I would say even an All-Star cast. Some names include Matthew McConaughey as Buster Moon, Taron Egerton as Johnny, and Scarlett Johansson as Ash. As you may know, McConaughey is well known for his Alight Alight Alight phrase. Egerton played Elton John in Rocketman and Gary Unwin, also known Eggsy, in Kingsman. Scarlett Johansson is more recently known for her role as Black Widow in the Avengers series.

“It turns out that 48% of companies ran influencer campaigns with interest in using influencers on TikTok…” This is great news as Sing has a TikTok account. They can utilize their start dubbed cast and have them promote the film. These individuals are very well known among the Gen Z and Millennial audience.

Cast members with their characters

Campaign Visuals

Modifeid Content for Facebook
Modified Content for YouTube
Modified Content for TikTok



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