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What To Expect When You’re Expecting movie tailors the Facebook environment to engage beyond the core audience
Lionsgate's Facebook strategy for their upcoming What To Expect When You’re Expecting movie shows how tailoring social media environments can be a good strategy to engage consumers beyond the core target audience. While the main WhatToExpectMovie Facebook page successfully engages women, men are more likely to engage with the male orientated Dude’s page.
Lionsgate have set up two separate Facebook pages to promote their upcoming movie What To Expect When You're Expecting. The first one, called WhatToExpectMovie is the main page which by and large is aimed at women, who are the main target audience of the movie. However, a separate page called the Dude’s Group aims to engage men around the movie by giving them a space that is “For dudes and dads alike”. Facebook likes show that the men’s page generates relatively little engagement, attracting only 1,700 likes so far, compared to 146,000 for the main page. However, WaveMetrix wanted to understand more about whether this strategy is successful at engaging the male audience.
WaveMetrix social media monitoring shows that men are much more likely to engage with the Dude’s page than with the main WhatToExpectMovie Facebook page. Two thirds of consumers commenting on the Dude’s page are male, compared to only 8% on the main page. Most men are positive about the movie and The Dude’s page prompts a majority of males to say that they will “definitely” or be “likely” to watch the movie.
While consumers who comment on the main WhatToExpectMovie page are almost entirely female, the majority of consumers on the Dudes page are male:
- Almost all consumers who comment on the main WhatToExpectMovie page are female: Women are highly engaged with the movie’s Facebook page, contributing over 146,000 likes. They are “eagerly awaiting” the “funny” movie that will be “great entertainment” as they “loved the book” and are especially looking forward to seeing Jennifer Lopez
- The majority of consumers commenting on the DudesGroup page are male: Though the DudesGroup page has less likes than the main page, men are mainly positive about the movie as the “casting and preview are great” and the movie “portrays dads in a positive light”
- The DudesGroup page also engages women: One third of consumers commenting on the page are women who "want to be part" of the DudesGroup because they are "so looking forward to the movie", while some discuss the male roles in the movie
Both men and women who comment on the Facebook pages indicate that they will definitely or be likely to see the movie:
- Women are more likely to say they will “definitely” see the movie: They are “super excited” and “eagerly” awaiting the movie premiere, with fewer men showing such excitement for the movie
- Both men and women are “likely “ to see the movie: They show enthusiasm about the cast and trailers to the movie and “look forward” to watching a “funny” and “entertaining” movie
- Very few consumers indicate that they are unlikely to watch the movie: Those who show negative intent to view tend to be men, a minority of whom say the movie looks like “garbage” or a “major letdown”