DISNEY+

THE CHALLENGE:

Despite a significant advertising budget, Disney+ were struggling to maximise brand awareness among a younger demographic (10-14 years old) on Snapchat, a platform dominated by dynamic and visually engaging content.

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THE ONEW3RLD SOLUTION:

Understanding the unique influencer dynamics and user behaviour on Snapchat, ONEW3RLD crafted a strategic approach centred around user-generated content (UGC) and influencer collaboration. Working closely with Disney+ on the creative brief to ensure the content was not only engaging but also seamlessly integrated with the Disney+ brand, ONEW3RLD selected key influencers with substantial followings and high engagement rates on Snapchat whose content resonated with the target demographic. 

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REVOLUTIONARY OUTCOME AND FUTURE PROSPECTS:

This influencer-driven campaign not only bolstered Disney+'s brand presence on Snapchat, with continual top placements on the Snapchat Explore page, but also set a new standard for using digital platforms to engage youth audiences effectively. 

By aligning Disney+'s family-friendly content with influencers who embody a similar brand ethos, the campaign resonated deeply with the target demographic, resulting in high engagement levels and sustained campaign visibility, surpassing typical engagement rates for digital ads on Snapchat.

The Disney+ Snapchat campaign is a testament to the power of well-executed influencer partnerships and strategic content placement. It exemplifies how tailored, native-like advertising can significantly enhance brand recognition and consumer engagement in the competitive digital landscape.

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