Disney Home Video
THREE NO. 1 HITS IN A ROW
SOCIAL MEDIA SOLUTION
Following mediocre box office results for "Winnie the Pooh" and "Tangled," Disney needed a reliable social media solution that would offer the predictability of paid media for the digital launch of retail sales in Walmart and recover sales via streamed videos on Netflix and Apple TV. Streaming was identified as the future of retail sales.
MOMMY BLOGGERS
Organic content was proven 28 times more effective than paid advertising media. However, there was no predictable way to gain the millions of impressions necessary to guarantee a reliable mass audience organically. DBA invented “influencer syndication” as a new way to distribute organic content to millions of users via thousands of mommy bloggers and family movie buffs.
$3 COST PER THOUSAND
Influencer syndication drove tens of millions of impressions organically, helping the retail sales of Disney movies outpace the box office results and creating three number one hits in a row.
Employing analytics into organic social media, Disney was able to see the power of social media in real time. These campaigns produced a reliable CPM cost structure to create organic impressions – for $3 cost per thousand. Today, influencer engagement has become so successful that an entire industry has been born by this model.
RESULTS
28x
Organic vs. Paid
$3
Cost Per Thousand
3
Consecutive #1 Hits
SERVICES COMPLETED
Social Media Strategy
RELATED WORK
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