Disney Junior was 'using' social media, but didn't really understand it. They wanted to appeal to new parents and encourage new TV channel subscriptions. However, there was a disconnect between parents’ expectations of a pre-school channel from Disney, and what Disney Junior actually delivered. Also as both parents and their kids view more entertainment digitally and watch TV increasingly on-demand, Disney spent heavily creating digital games, websites, apps, VOD and social media channels. However, they struggled to make sense of what was connecting with audiences. Both Disney Junior and its audience were becoming overwhelmed with content, and this was having an effect on merchandise sales. We saw they could help!

The campaign transformed Disney Junior’s social media presence. By cleverly linking previous favourite characters with new characters from the channel, we got parents’ attention and showcased new content. Building on the successful social posts, we worked with Disney, licensees and retail partners to make content that would turn viewers into purchasers. Rather than just give our audience straightforward product shots, we showcased products in a much warmer and interesting way; including short videos showing how kids loved playing with and interacting with the characters. We smartly re-targeted parents who had shown the most interest and creative was tested and refined by format, message, product and retailer to optimise sales performance. We also placed tags on Disney’s and our retail partners’ sites, so we could see exactly which posts and videos were achieving the best results.