The Walt Disney Company has been one of the most successful companies worldwide since 1928 when Micky Mouse was born.
The company’s mission is to produce entertainment, information, and inspiration for all people around the globe through innovative technologies and creative storytelling.
The Walt Disney Corporation owns large sub-companies like Marvel, Pixar, and Star Wars. This has allowed the company to build great brand value and a tremendous rate of return over recent years. It doesn’t happen by accident. Disney executives and directors put a lot of effort into digital marketing to make their company the best entertainment company in the world.
Smart plans and years of hard work have paved the way for Disney’s digital marketing strategy. This article will inform you about the Disney Digital Marketing Strategy to achieve great success in the entertainment sector.
Interesting Marketing Campaigns
Disney is a master storyteller and turns the spotlight onto itself through its attractive campaigns. Here are two examples of Disney’s most interesting campaigns:
1. Dream Big Princess Campaign
The Walt Disney Company’s #DreamBigPrincess initiative aims to inspire children around the globe to dream big and pursue their dreams. A group of photographers from around the globe was challenged by the Walt Disney Company to capture powerful photos of female role models, including an American Paralympian and an Israeli windsurfing champion.
Each role model featured in the campaign was an inspiration to girls and competed against stereotyping. This campaign was designed to highlight the strong, feisty characters that Disney princesses like Moana or Merida to encourage all girls and support their empowerment.
In addition, Disney announced they would donate $1 for every public photo that is posted using #DreamBigPrincess to the UN’s ‘Girl Up” campaign.
This campaign was one of the most successful digital Disney campaigns. It attracted a lot of attention all over the world and helped to promote girl power and Disney’s brand.
2. “Andy Night” featuring 50 Imaginative Andys
An event called “Andy Night” was held in Toy Story Land, Walt Disney Studios to promote another Disney campaign. Walt Disney invited 50 people to an event called Andy Night, inspired by Andy, Toy Story’s imaginative character, and they were treated with many surprises.
Toy Story Land invited guests to enter a world Andy created and celebrated his creativity with an exclusive event. The organization was attended by both male and female Andys. It was a memorable night at Disney’s Hollywood Studios.
The event was designed to show the multi-generational appeal and delight of Disney’s latest expansion. The branded film can be viewed on YouTube.
Hosting Anniversary Celebrations
To celebrate the 25th anniversary of Pixar’s Toy Story, Disney launched a virtual family festival called Pixar Fest on 6 August 2020. The event featured an incredible collection of Pixar movies, animator masterclasses, and new product launches, as well as online quizzes for movie buffs.
On Disney’s social media channels, including Instagram, Twitter, and Facebook, detailed program information and weekly watch along were published.
Many people who love Pixar films and products have followed their posts on Facebook and participated in the fest. With their amazing content and presentation, Disney’s social media posts attract a lot of attention.
Disney’s Social Media Strategy
Disney makes use of social media to communicate with its audience. The company can interact with its audience by sharing posts on multiple social media platforms such as Instagram, Twitter, and Facebook.
Pixar and Disney+, Disney Channel, and Star Wars are just a few of the many accounts that share photos, videos, and quizzes on subjects that will appeal to people.
Disney’s digital marketing strategy includes sharing content that engages followers and encourages them to comment. Disney’s social media strategy aims to keep fans engaged through sharing content that is relevant to different audiences.
Disney’s Social Purpose
The Disney company is a global visionary in social responsibility and supports people in need. Their main goal is to inspire and make a difference with their brand identity and storytelling.
In collaboration with other companies, the company creates charitable programs that bring comfort and inspiration to all.
Disney Germany partnered with Kindertraume e.V. to provide a grant for a 4-year-old girl who was a fan of Frozen and was suffering from a serious condition. The hospital prevented her from seeing her favorite movie, so Disney Germany provided a bed with a screen and a DVD player for her. It is clear that the company is committed to its customers and helps them gain more supporters to join their charity organizations.
Disney’s Marketing Strategy: Customer loyalty through Nostalgia
Disney was founded in 1920 and has grown its global audience by making an emotional impact on people since then.
This impression can be used as a digital marketing strategy by Disney, which reshares old content even after its first release. Disney revived classics like Aladdin, The Lion King, and The Jungle Book to maintain customer loyalty.
Disney makes use of the nostalgia power to remake old content thoughtfully and efficiently. Disney’s moviemakers worked hard to create the new Lion King remake with the same characters, story, and story.
The trailer was similar to the original version, as well as other Disney advertising and marketing strategies. The Lion King’s new version grossed over 1.5 billion dollars in 2019 when it was first released.
Many parents took their kids to the movies with them to see their childhood favorites. It is clear that Disney’s marketing strategy of using nostalgia to promote its products worked.
The post What You Can Learn From Disney’s Digital Marketing appeared first on Kobe Digital.
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