Tom Cruise is on the greatest organic social media campaign that we have ever seen for his upcoming film, Mission Impossible 31. This is an opportunity to learn about earned media value, EMV.
You cannot open a given social media app without seeing Tom Cruise positioned in some admirable light regarding how he passionately loves the film industry and is going above and beyond to save it with historically good filmmaking. What is this worth? Grok estimates that over the past 4 weeks that organic posts featuring Tom Cruise promoting this film have over 400 million views. Everyone thousand of those views is likely worth ~$20.
The standing ovation at Cannes, his chat with Daniel Mac, candid photos eating popcorn with AMC employees, Nick Offerman describing Tom Cruise's on set charisma and Sebastian Maniscalco creating a super clip of every time a guest of his podcast describes meeting Tom Cruise one time. These are arguably more valuable clips than a paid ad because of the emotive authenticity these celebrities use to describe their admiration for their favorite actor/human Tom Cruise.
The power of these viral moments and collabs is how decentralized they are. You can see clips from late shows, but also endearing conversations, fun interactions, and thoughtful clips. He is just everywhere.
This is an important marketing trend to pick up on because the actual trailer for what they are selling is inconsequential. It is more important to know that Tom Cruise is excellent and put it all on the line, than to know if the film is any good.
It is also amazing to see the biggest film star of all time throw his weight behind a social media campaign. He can do organic social so authentically that the influencers that hold their craft sacred may be put on notice to step up their game to promote brands successfully.
Other celebrities have ventured into premium user generated content, and that game is heating up big time. Kim Kardashian and Alex Earl have proved to be such a strong customer acquisition strategy in beauty and fashion that every industry is on the hunt for the best celeb with a HUGE social media following to promote their brand explicitly. A great example can be found here with a Frank Grillo skin care promotion. How are influencers supposed to compete with talented and good looking actors when it comes to promotion. Frank and Tom are raising the bar.
Here is a cool link to Daniel Mac's post below that is a great example of Tom Cruise applying his acting chops to the short form game, and yes he is better at it than anyone who has come before him.
https://lnkd.in/eYzwJ96U
Also, here is a conversation I had with Grok to see if I was just imagining this, or if we could quantify his organic social impact.
https://lnkd.in/exDeaVFX
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