The Challenge
Being a new player in a highly competitive ever growing streaming market Disney+ needed to cut through to drive new and retain existing subscribers.
They needed to shift brand perceptions away from being a purely family targeted product and demonstrate that there is something for everyone.
The objectives were simple:
- RAISE AWARENESS
- INCREASE SUBSCRIPTION
- DRIVE RETENTION
The idea
Bauer has become the home of Disney+.
Disney + has been fully integrated into the fabric of existing and newly created brands and shows across biggest national and local brands.
We have co-created a proven formula:
The always on + content drops and culturally relevant spikes + authentic talent endorsement = audience action and ROI.
Execution
CO-CREATING EDITORIAL AND INTEGRATED STORY ARCS
Working collaboratively with Disney+, we identify key moments across the content calendar to really elevate.
In August, TWD became available exclusively on D+ and knowing Jordan had an irrational fear of Zombies, we set out to cure this.
- Refreshed sponsorship credits
- Launched the campaign socially celebrating the launch in line with the wider D+ influencer activation
- Perri Zombie Dress up scare video amplification air storytelling
- Editorial thread across the week with a phobia expert to help cure Jordan’s fear
- Weekly Friday feature focused on what to watch this weekend (TWD)
Results
17%
GROWTH IN SUBSCRIPTIONS AMONGST THE EXPOSED GROUP
75%
OF THE AUDIENCE SAY THEY PLAN TO KEEP THEIR SUBSCRIPTION A LONG TIME
59%
PROMPTED AWARENESS. +9% ABOVE OUR BAUER BENCHMARK
71%
OF OUR AUDIENCE WOULD RECOMMEND DISNEY+