Three things marketers can learn from the launch of Disney+
A number of us in the office streamed our first Disney+ films last month.
We all know the famous Disney brand, but with a great marketing campaign, some coincidental timing and a sprinkling of pixie dust, they have on-boarded a huge number of people in a relatively short amount of time. What’s interesting to me is how the platform has been marketed and how we can learn from this for our own digital campaigns.
1. Repeated, consistent messaging
Over the last month adverts for Disney+ have followed me across the web. From promoted tweets on Twitter to display ads across webpages and in social feeds, TV and streaming ads to brand partnerships, everything has been targeted and consistent.
Undoubtedly the team have made use of remarketing advertisements. Google and social media remarketing campaigns can be a great way to repeatedly get in front of an audience. Remarketing campaigns serve audiences with targeted advertisements through the use of browser cookies – once they have accessed a site, remarketing text or image-based ads are then served ads to audiences whilst they browse other places on the web.
Every repeated interaction with a brand increases the chance of someone engaging with it. In fact, research has shown that the click-through rate (CTR) of a retargeted ad is 10x higher than that of a standard display ad. Many businesses can take advantage of remarketing ads to increase both brand awareness and the likelihood of engagement through targeted advertising and repeated messaging.
2. Knowing the audience
The most memorable parts of the Disney+ campaign are the characters that have featured within the advertisements. With the relaunching of classic movies such as Lady and the Tramp, and leading with recognisable characters like the Avengers and Frozen’s Elsa, they have tapped into nostalgic feelings and emotional connections that really resonate with audiences.
Understanding the audience is the key for any successful campaign. Valuable insight on website users can be gathered from systems such as Google Analytics including info on demographics, locations and traffic sources. This information can be used to create user personas to represent the typical person interacting with a business. Solving their typical problems, relieving their frustrations and marketing relevant messaging on the channels they are using will make them much more likely to engage.
3. Making it easy to engage
Disney+ has offered discounted annual fees pre-launch, a 7-day free trial at launch, as well as bolt-on deals with brands such as O2 – all things which make it difficult to say ‘no’! Equally, information like pricing and how to register is easy to find and read on their website. Overall, it’s easy to engage with the Disney+ service.
It can be hard work to drive users to a website and it’s easy to lose them once they arrive. Like with Disney+, users need to be kept engaged and find it difficult to quickly exit a site or reject a service. Remembering to include clear calls to action will make it easy for customers to get in touch (a simple solution but often overlooked). Reviewing behaviour flows through Google Analytics is also a great way to see where users are clicking through to and exiting on a site – giving an indication of where information could be confusing or buried away. Maintaining a regular content review can also help to ensure relevant information is quick and easy to find.
Considering how Disney marketed their new streaming service can give valuable insight on how to mix up and grow marketing campaigns, no matter what the industry or budget. Undoubtedly repeated exposure to a brand or service, as well as valuable audience insight, are just some keys to success.
We have experience managing PPC and remarketing campaigns from a variety of sectors: professional services to property, leisure and tourism to the beauty industry. We also have great understanding of Google Analytics and can implement heat mapping software to track user interaction, giving insight to help evolve content and layouts to increase engagement.
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