BLACK PANTHER

SOCIAL MEDIA CAMPAIGN

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 BACKSTORY
Since their first appearance in the Americas, the black
community has long sought acceptance and real
integration in the U.S. It is for this reason Stan Lee
invented Black Panther, the first black superhero in
Marvel Cinematic Universe (July 1966). Barely three
months after, the Black Panther Party was founded.
Marxist, revolutionary; recorded overwhelming
membership among blacks and delivered on its promise,
securing collective welfare; social security and solidarity
among Africans. It challenged police brutality, provided
free food, medical, educational, legal and transportation
services to blacks. So strong was its influence on the
black community, that the authorities labeled it “a threat
to national security” and the “witch hunting” began till
its extermination in the mid 70’s. The Black Panther
themes survived in the public imagination through the
publication of memoirs by its members and the use of
its rhetoric in rap music…
BACKSTORY (cont’d)
To avoid political affiliations with the movement, Stan Lee changed the name to Black Leopard
but the poster child would not be renamed. And that’s how Black Panther stuck. So drawing on
these “subversive” themes, the movie seeks to racial stereotypes, injustice and other biases
Africans have suffered since the first colonial contacts. And so, having a black superhero in the
Marvel Cinematic Universe is not just a status symbol, but testament to the collective
struggles, fears and triumphs of the black diasporic experience. Thus, Wakanda heralds a new
social order; a revolutionary consciousness among blacks that Africans had a history before
the whites found them; and most importantly, that African civilization could have done well by
itself without colonial influence. With these in mind, 16th of February, 2018 is bound to be
commemorated by black all over the world.
 OBJECTIVES
To promote Black Panther, I have mapped out a plan to aid our consumers’ smooth
transition from being a total stranger to being a lead. Below are highlights of our
consumer’s journey with certain strategies in place to ease his movement through the
marketing funnel.
• Awareness: This phase is already on course, as our audience are no longer strangers
to Black Panther. Our contents are geared to create awareness for Black Panther and
what it holds for a black man. Consistency and quality of posts being paramount.
• Interest: Drawing on its historical themes, it is easy for our audience to see
themselves in the movie and its revolutionary ideals. Using both historical facts and
fantasies, we seek to both entertain and enlighten our audience, creating a keen sense
of self in the black man. This would be achieved using photos, memes, fun facts,
Infographics, articles, interviews and other materials supporting our premise.
• Better Customer’s Experience: Since we are offering more than our competitors are
offering content-wise, this is bound to give our audience optimum satisfaction and
thus draw them further into the funnel till they become potential leads. That is why
we need sponsored posts to effectively target our potential leads…
THE BIG IDEA
HUMAN TRUTH
• Against all odds, Nigerians are always in constant pursuit of their dreams.

CENTRAL MESSAGE
• Black Power

BRAND PROPOSTION
Black Panther reawakens the giant in you.
CONSUMER PROFILE / TARGETING
Already, we have been able to
raise awareness on the movie and
the historical relevance to African
polity, but more needs to be done
so it gets to our TA.
Given its genre and themes, Black
Panther would appeal to:
• Teens/Millenials (12-35 years)
• Adventurous
• Mobile/Internet savvy
• Techy guys/ Eggheads
STRATEGIC APPROACH
But bearing in mind that out TA constitute a
small fraction of the population, and that an
average Nigerian is no Sci-fi fan, our contents
will be tailored to suit their varying taste of the
public, ranging from emotive to insightful. We
will be celebrating cutting edge technology
paripassu African affinity for arts. Using
contents that are:
• Educative: Articles
• Engaging: Trivia, memes,
• Enticing: Using incentives, memorabilia
and freebies to drive our call-to-action.
• Entertaining: Photosplash, teasers
360: THROUGH THE LINE
• ATL: Billboard, radio, TV, outdoors (flag poles, wall drapes, bus branding)

• BTL: Experiential, road show, activations, LCD screens, standee

• Digital: Social media

#9JATOWAKANDA

• We have already set the tone for Black

Panther on social media, with
conversations revolving around cultural
advancement, ingenuity; reconnaissance
of African heritage; and most
importantly, Black Power.
• We will be taking it a step higher with
our #9jatowakanda campaign.
• We look into designing our own memes
and videos clips with Blue Pictures
logo, to further improve our brand
exposure.
#9JATOWAKANDA (cont’d)
Leveraging on our partnership with NAIRABOX, we are not only generating publicity
for the movie and building followership, but also promoting Blue Pictures and
NAIRABOX as pan-African brands. Below are the activities:
1.From the 2nd of February, I will ask our followers to tag and get five of their friends
to follow us and stand a chance to win free memorabilia and tickets to the media
screening.
2. Leveraging on our relationship with NAIRABOX, we can give media screening tickets
to five of their clients who are movie buffs so they can also promote on their personal
handles. However, they MUST follow us on Instagram to qualify.
3. We will send invites to celebrities and social media influencers for our media
screening and get them to promote Blue Pictures and Black Panther on their official
handles before the media screening.
#9JATOWAKANDA (cont’d)
4. About a week to the release, they will be
sharing 60 seconds video on Instagram of
how they hustled, using the sparse resources
within their means till they made it and how
the public can take a cue from this. They are
to clinch this on Black Panther themes of
self-reliance, entrepreneurship and nation
building.
5. We will encourage our followers to share
their Naija Dream by showcasing their
talent. Entries can be art works, graphics,
pictures, poetry, documentary, spoken word,
anything original celebrating African culture
and the spirit of entrepreneurship using
these hashtags #blackpanther
#9jaToWakanda #MyNaijaDream
#wakandaforever. The best entries win free
tickets and Black Panther memorabilia. But
beyond the incentives, this will serve as
cheap publicity for them.
SOCIAL MEDIA INFLUENCERS
Influencers Instagram follwership
Falzthebadguy 2.7 m
Funny_african_pics 1.5 m
Instablog9ja 1.1 m
Eegbami 46k
Josh2funny 305k
MC_lively 50.1k
Emmaohmagod 461k
Officialarole 602k
Maraji 672k
Klintoncod 327k
Lasiselenu 359k
Timmydakolo 850k
Owen Gee 35.2k
Thedelphinator (movie critic) 5k
DRIVING TRAFFIC
I intend to use the following to drive traffic to our website.
• Quality content: Curating contents from blog posts, press releases, articles on
authority websites.
• Website optimisation: By inserting related keywords into our contents, it allows our
contents and website show up in more search results. By siting sources and links in
our posts we get more exposure, build our brand name, and most importantly,
improve web traffic and conversion.
• Social media: Ensuring our social media posts are highly engaging and provocative
enough to want to read more on our website.
 GOALS
• Grosses: Going by the buzz the movie
has generated, Black Panther is bound to
be one of the highest grossing films of
all time; in the league of Thor and
Justice League grossing about
N45,000,000:00 and N39,000,000:00
respectively in the opening weekend.

• IG Followership: Riding on this, I intend

to increase our Instagram followership
(organically) to 1500 before the opening
weekend.