The Walt Disney Company, commonly known as Disney, is an American diversified and entertainment conglomerate headquartered at the Walt Disney Studio in Burbank, California.Disney was founded on 16th October 1923, by Walt Disney and Roy Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and theme parks. The company also operated under the names The Walt Disney Studio, then Walt Disney Productions. Taking on its current name in 1986, it expanded its existing operations and also started divisions focused upon theatre, flims,radio, music, publishing, and online media. Disney also owns and operates theABC broadcast television network; cable television networks such as Disney channel. ESPN, A+E networks publishing, merchandising, music, and theater divisions; and owns and licenses 14 theme parks. An early and well-known cartoon creation of the company, Mickey Mouse, is a primary symbol of The Walt Disney Company.
Business Objective for their movie FROZEN:
Disney’s main objective for its movie FROZEN was to promote it worldwide in order to set the cash register ringing.
Disney’s Statergies:
Of all the official online movie ads uploaded by the six big studios this year, almost half (44.2%) of the views went Disney’s way, according to the reports of Unruly . All of Disney’s 10 most-viewed videos -including videos that were paid for and those that weren’t were all related to Frozen.
Disney started releasing the Frozen movie’s clips which led to generating millions of organic views and helped in boosting thousands of related user-generated videos.
Disney use its social channels to interact with its vast loyal followers.
1. YouTube
If there’s one thing we’ve learnt over the last few years about brand success on social media, it’s the importance of having a good content marketing strategy.
Disney believes in scarcity marketing- that is not giving out good content for free.
Disney succeed by creating exclusive original content for the channel.“Let it go” soundtrack is gone popular over the internet and hearing this song it immediately gets stuck to your head. Frozen achieved acclaims and created buzz because audience of every age and background could access its song clips on Youtube. The best part is Disney did not spend lot on digital marketing. Instead they waited for users to create and sustain the digital marketing campaigns. The movie’s soundtracks were funny enough that viewers started sharing them with friends and family on Facebook and Twitter.Frozen song video’s actually helped Disney’s marketing of the movie – free advertising.
Disney introduced “Sing Along – Let it go” on Youtube which was an instant hit. The video of a dad and daughter singing let it go in a car got around 13 Million Youtube views or the cute teen sisters singing out “Love is an open door” was incredible- and that was exactly Disney’s plan. Even the Dubsmash app helped Frozen create alot of user generated content tahat are videos on the dialog and music of the movie
The top-shared Frozen videos were clips of the film launched on YouTube after the movie opened.
2. Pinterest
Disney runs an excellent Pinterest page. Fully stocked with pins throughout a variety of boards.
Disney’s mix up the types of boards to keep the pages interesting which involves visually attractive images,information, behind the scenes, Making of pictures, Sneek-Peeks of future which helps them to stand out from their competition.
Of course Disney has a Disney Princesses board, and it’s stuffed with pins from across the Magical Kingdom.
3.Instagram
Sharing pictures of the movie characters, sketches and how to draw the Frozen characters has really helped Disney attract its right audience.
4. Facebook, Twitter and Google+
The only failing in Disney’s social media strategy is here-each channel provides great and regular content, each one is used similar or identically to the other.
There is no reason why you would follow them all, therefore splitting your possible audience between all three. results in negative feelings towards a brand.
There is also very little engagement with the large communities that Disney has created on each channel.
Result
The movie Frozen, which had a$150 million production budget, has grossed $1.2 billion at the box office, according to Box Office Frozen win in the Best Animated Feature category at the 2014 Oscars is surprisingly the first time the studio has ever won the award in its 13 year history. The critically well-received film is also about to overtake Toy Story 3 as the world’s highest grossing animated film ever.
Learnings
The biggest lesson Disney taught us is that a solid digital marketing strategy and a commitment to providing high-quality, “share-able” content , reason being that the business merely has to set the stage, like Disney did with ‘Frozen,’ and let the consumers take care of the rest.
The two main reasons why people share a video is the strength of the emotional response it creates and social motivations like shared passions, being part of the event and opinion seeking. Disney also got a lot of user generated content through social media sites which improved its organic searches.
From a point of improvement- Disney should stop sharing identical content on all the social media site to gain more popularity on them.
Image Credits: Disney
