Disney+

In the bustling landscape of digital entertainment, Disney+ stands as a beloved destination for timeless tales and cherished memories. As the holiday season approaches, platforms like TikTok become vibrant stages for brands to spread festive cheer. In this dynamic environment, Disney+ opted for TikTok Creative Exchange in combination with Pulse to orchestrate a campaign brimming with seasonal magic, aiming to captivate audiences and foster engagement.

Objective

Before harnessing the power of TikTok's creative products, Disney+ encountered a significant challenge in their TikTok campaign strategy. They sought native, authentic, emotionally resonant, and cost-effective creatives to effectively engage with their audience. The task of sourcing and producing such content posed a considerable hurdle. However, they found a solution by opting for TikTok Creative Exchange, which provided them with a partner capable of producing these creatives on their behalf. This strategic decision empowered Disney+ to curate content that not only authentically resonated with TikTok users but also yielded exceptional results, ensuring optimal resource allocation for maximum impact.

In terms of objectives, Disney+ aimed to elevate their visibility and engagement on TikTok, especially during the festive season. Partnering with TikTok for a Christmas campaign, the objective was to align with culturally relevant videos and immerse users in the magic of Disney+. With the implementation of TTCX's Pulse Seasonal Christmas package, Disney+ aimed to not only raise awareness of their catalog but also drive purchase intent among the target audience during the end-of-year period. The media objective revolved around maximizing reach and engagement, ensuring high view rates to amplify campaign impact.

Solution

Producing the content through TTCX, Disney+ embarked on a strategic journey to elevate their TikTok presence into a festive spectacle, and by combining this with Pulse, Disney+ gained access to an array of premium holiday inventory, providing the perfect canvas for their campaign. This combination of products resulted in Christmas-themed content that seamlessly blended emotional storytelling with compelling offers, ensuring maximum resonance with TikTok's diverse audience. Notably, Disney+ stood among the first clients in France to explore this innovative approach.

By harnessing the creativity of native TikTok creators, Disney+ brought their brand to life in a manner that felt both genuine and relatable. From heartwarming holiday tales to exclusive promotions, each piece of content served as a portal to Disney's magical realm, inviting viewers on a journey of exploration and engagement.

Result

The campaign yielded remarkable results, exceeding expectations on multiple fronts. Videos featuring creators not only met but surpassed benchmarks for engagement and view rates, captivating millions of viewers and sparking meaningful conversations.

Moreover, a comprehensive post-campaign Brand Lift Study revealed significant uplifts in both purchase intent and brand preference, with intent increasing by 5.3% and preference by 3.7%. This substantial improvement underscored the effectiveness of Disney+'s TikTok campaign in driving favorable audience perception and behavior.

Additionally, the campaign's performance was closely monitored, with notable observations regarding the TTCX videos. The TTCX creatives with creators consistently ranked among the top performers. This reaffirmed the potency of TTCX in combination with the Pulse Seasonal Christmas package, showcasing its ability to deliver impactful content in a specific context. The synergy between Pulse and TTCX's alliance played a pivotal role in the campaign's success, further solidifying Disney+'s position as a trailblazer in leveraging innovative strategies for maximum impact.