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.
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.
DBA employed research, social channel mapping, persona development, influencer identification, creative concepting, creative content development, UI/UX design, social media software development, blogger outreach team building/call center management, paid and earned media distribution and analytics reporting.
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.
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