Lahore Landing Social

PROMOTIONAL STRATEGY

Role:
Social Media Strategy
Copywriting
Design
 

Films should not exist within a vacuum.

To amplify the message of the documentary, a social media plan was created – not just to promote the film, but also to raise awareness about the bigger cause. 

The plan spanned across three stages: Pre-production, during production and post-production.


STAGE ONE: Pre-production
Intrigue and surprise
Even before flying to Lahore, we wanted to get the target audience excited about our project.  

1. LAUNCH OF MICROSITE
Establishing a web presence


Microsite (Also known as our elevator pitch)
(Play Video to view site)

TACTIC: BITE-SIZED DETAILS ON SOCIAL MEDIA
We explained more about our objective in small pieces.

(Click on thumbnails to read copy)


STAGE TWO (Production) 
Getting audience involved

TACTIC: CROWD-FUNDING AS PROMOTION
Given our shoe-string budget, we had to run a crowd-funding campaign. This was an opportunity to get the audience to "get their skin in the game", converting them to be advocates of the film.

INCENTIVISING WITH MEANINGFUL REWARDS
The rewards acted as an extension of the film – allowing the donors to experience Pakistan beyond the web.

The teh-for-chai programme
For every $15 donated, we would serve a Lahori a cup of teh. In return, the donors get chai.

 

Promotional video of featuring the Singaporean-Pakistani Community
 

TACTIC: CHARACTER PROFILES 
Character profiles were released to give a sneak peek of the people we were interviewing.


STAGE THREE: Post-production
Creating hype before website launches

RELEASE OF A CURATED ITINERARY – What to see, do and eat in Lahore
(Read here)


 THE RESULT
- Successful crowd funding campaign (USD 2,400 raised)
- Additional corporate sponsors reached through campaign
- News coverage in: DAWN.com (Leading online newspaper in Pakistan), and other online magazines (Awaiting interview)