Since Mickey Mouse was born in 1928, the Walt Disney Company has grown to become one of the largest corporations in the world.
The company’s mission is to be one of the leading producers of entertainment, information and inspiration for people around the world through innovative technology and the power of storytelling by creative minds.
Walt Disney’s company owns massive sub-companies like Marvel, Pixar, and Star Wars that have enabled the company to achieve high brand equity and a lethal return on investment over the past few years. Of course, it doesn’t happen randomly in a second. To be the world’s leading entertainment company, Disney executives and directors have put a huge effort into digital marketing to grow their business into one of the best performing brands of all time.
Disney’s digital marketing strategy roadmap has been shaped by smart planning and hard work for many years. In this article, we want to share with you about Disney’s digital marketing strategy for success in the entertainment industry.
Start interesting marketing campaigns
As one of the most effective storytellers, Disney is grabbing the spotlight with attractive campaigns. Here are two examples of Disney’s interesting campaigns:
1. Dream Big Princess campaign
The #DreamBigPrincess initiative developed by the Walt Disney Company is designed to encourage children around the world to dream big and to follow their dreams. The company asked a group of photographers around the world to snap stunning photos of real female role models, including an aspiring Paralympian from the US and a windsurfing champion from Israel.
Each role model in this campaign has been a source of inspiration for girls with their magical stories and competes against negative stereotypes. The aim was to draw attention to the strong and lively characters of Disney’s princesses like Moana and Merida in order to inspire all girls and support their empowerment.
Disney also announced that they would donate $ 1 to the United Nations “Girl Up” campaign for every public post of a photo with #DreamBigPrincess on social media.
Among Disney’s digital campaigns, this campaign garnered widespread worldwide attention and contributed to both the woman power movement and the company’s branding.
2. “Andy Night” with 50 resourceful Andys
For another campaign created by Disney, an event called “Andy Night” was organized in Toy Story Land at Walt Disney Studios. Inspired by Andy, the inventive character from Toy Story, 50 people named Andy were invited by Walt Disney and greeted with several surprises.
In Toy Story Land the guests entered a world created by Andy and celebrated his creativity together with an exclusive event. Both female and male Andys took part in the organization and had a fantastic night at Disney’s Hollywood Studios.
Guests had a great experience during the event, which was designed as part of the campaign to showcase the cross-generational appeal of Disney’s newest addition. You can watch the branded film about the event on YouTube.
Organize anniversary celebrations
On August 6, 2020, Disney announced the launch of a virtual family festival called Pixar Fest to mark the 25th anniversary of Pixar’s Toy Story. The event kicked off with an epic collection of Pixar movies on the Disney + channel, animator master classes, new product releases, and online quizzes for movie fans.
Detailed program and weekly watchalongs were posted on Disney’s social channels such as Facebook, Twitter and Instagram.
A large number of people who are fans of Pixar films and products followed their posts on social media and attended the festival. Disney’s social media posts are also drawing a lot of attention with notable content and presentations.
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There is no doubt that Disney uses social media to connect with audiences very effectively. By sharing posts on various social media platforms such as Facebook, Twitter and Instagram, the company can interact with its audience through a multi-channel strategy.
Pixar, Mickey Mouse, Disney +, Disney Channel, Star Wars, and other company accounts are constantly sharing photos, videos, quizzes, and surveys on topics that attract the people likely to be interested in their content.
Aside from the daily posts, Disney’s digital marketing strategy involves sharing some content that the followers are involved in and commenting on the posts. Disney’s social media strategy also aims to motivate fans by strategically sharing content for different styles of audience.
Disneys Social purpose
As a global vision of social responsibility, the Disney company supports those in need and offers them various opportunities to improve their world with inspiration. The main purpose is to make a difference through the power of their storytelling and brand identity.
The company organizes nonprofit programs in partnership with others to provide shared comfort and inspiration.
For example, Disney Germany set up a partnership with Kindertraum eV to grant a 4 year old girl who was a Frozen fan and suffered from a serious illness. She couldn’t leave the hospital to see her favorite movie in the cinema, and Disney Germany provided her with a special bed with a DVD player and screen, as well as various Elsa products. By doing this, it can be concluded that the company is always ready to support its audience and it helps attract more followers for its charities.
Disney’s marketing strategy: Customer loyalty through nostalgia
Since its inception in the 1920s, Disney has increased the number of its viewers around the world by making an emotional impression on them.
To use that impression as a digital marketing strategy, Disney re-shares old content long after it was first released. To maintain customer loyalty, Disney has revived old classics like Aladdin, The Lion King and The Jungle Book.
As Disney recreates the old content, it uses the power of nostalgia in a well-planned and effective way. For example, Disney’s filmmakers worked hard on the new version to recreate the Lion King with the same characters and story.
Its trailer also resembled the previous version as a different Disney advertising and marketing strategy. The new version of The Lion King grossed more than $ 1.5 billion when it was released in 2019.
A large number of parents took their children to the cinema to show them their favorite film at the same age. From this it can be concluded that Disney’s marketing strategy worked well through the power of nostalgia.