Disney has captured hearts for generations, creating one of the world’s most beloved fan communities. Yet our data revealed that many fans were only engaging with one product, show, or holiday, and missing the full magic of the Disney universe.
increase in fans making purchases in any Disney category.
uplift in fans purchasing across multiple categories.
increase in click-through rates across CRM communications.
increase in incremental revenue from the Fanbase Builder program.
The science behind the magic
“Disney” and “fans”: two words that have always been synonymous. The enduring magic of the brand creates affinity that others can only dream of.
But with the mass of entertainment options available in a ferociously competitive environment, analysis of our customer data identified a problem: customers weren’t engaging with Disney as a whole, but instead just one product, show or holiday. And average customer value was dropping as a result.
Our strategy was a big bet: to adapt our eCRM programme from a predominantly campaign-led approach to one that incorporated a focus on creating long-term Disney fans.
This was all anchored in data. A high-value fan’s relationship with Disney is both rational and emotional. We analysed their purchase behaviour in different categories, and used insight on their engagement with different Disney characters, franchises and content.Leveraging this huge array of data points – built up over time and at an individual customer level – we applied data science techniques to create a “next best category” segmentation.
This enabled us to build personalized, multi-step journeys that guided customers through the Disney universe, connecting them to the product, show or holiday they would be most likely to enjoy next, and nudging them towards purchase.
Through testing, optimization and audience refinement, this year-long strategy allowed us to continually evolve the program. More data, more insights, better segmentation – all leading to more Disney fans.
Crafting experiences that feel like Disney
Our Fanbase Builder program maintained Disney’s signature charm, using compelling creative to expose fans to all areas of our business.
Our ‘next best category’ segmentation identified what a fan was most likely to fall in love with next, and our emails delivered a dazzling combination of fun interactive content and more direct conversion opportunities across different categories.
Thematic emails satisfied fans’ enthusiasm for iconic franchises and characters with immersive content supported by regular, bite-sized purchase opportunities. From Films to Parks, Music, merchandise, Disney Cruise Line, Live Shows and more, our emails introduced fans to a world of new ways to engage with the brand.
Take a new movie release – our emails not only promoted the cinema tickets on sale, they also showcased the related merchandise, rides in our Parks, the film music playlist, and more. All presented in a way that draws from the movie’s own visual identity.
Our creative ensured that the wonder of Disney storytelling didn’t end with our films or Parks. It continued in our emails, sprinkling magic throughout.
Rich interactivity enhanced customer engagement and delivered a real sense of Disney’s innovative experiences, whether the content was inspirational or commercial. The creative impressed guests from start to finish, with copy written using bespoke tone of voice, and engaging animations and design elements to build that connection and evoke emotions.
And, as customers engaged with this content, we gathered more data about their preferences and interests, powering the continual optimization of our Fanbase Builder strategy.
