Disney - Disney's Fanbase Builder
What was the brief?
Disney has captivated our hearts for decades, making it the brand perhaps most synonymous with the term ‘fandom’.
Yet despite this enduring affinity, and a fanbase that’s bigger than ever, we spotted a problem.
Our data showed that fans were becoming siloed – only engaging with one product, show, or holiday – and not exploring what else Disney had to offer. And that meant their average customer value was dropping, too.
What was the strategy?
To solve this, we adapted our strategy from a primarily campaign-led approach to a new mission: creating long-term Disney fans through our Fanbase Builder programme.
We analysed our high-value fans, identified their reasons for loving the brand, and used data science techniques to create a ‘next best category’ segmentation for our remaining audience.
What was the campaign solution?
We targeted our audience with immersive, holistic campaigns, where best-in-class creative exposed fans to more areas of The Walt Disney Company that we knew they’d love. We created a more personalised and enriching experience, reinforcing the Disney magic in the lives of our fans.
What were the results?
A 19% increase in customers making purchases in any Disney category and a massive 69% increase in fans purchasing across multiple categories.
We also saw a 297% increase in engagement (CTR). And, to top it all, a whopping 160% increase in incremental revenue from the programme, compared to the previous year.
