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.

Disney+ Case Study Campaign Screenshots


We have co-created a proven formula:

 The always on + content drops and culturally relevant spikes + authentic talent endorsement = audience action and ROI.

 

 

Execution

Disney+ Case Study Campaign Screenshots on devices

 

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. 

  1. Refreshed sponsorship credits 
  2. Launched the campaign socially celebrating the launch in line with the wider D+ influencer activation 
  3. Perri Zombie Dress up scare video amplification air storytelling 
  4. Editorial thread across the week with a phobia expert to help cure Jordan's fear
  5. Weekly Friday feature focused on what to watch this weekend (TWD)

 

Disney+ Case Study Execution Overview

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+