CASE STUDY: Disney+ Creating Editorial Across Multiple Channels

Provided by Bauer Media
A new player in a highly competitive ever growing streaming market Disney+ needed to cut through to drive subscribers.

What was the Challenge / Background of the Campaign?

Being a new player in a highly competitive ever growing streaming market Disney+ needed to cut through to drive new and retain existing subscribers. They needed to shift brand perceptions away from being a purely family targeted product and demonstrate that there is something for everyone.

What was the Campaign Objective?

The objectives were simple: • Raise awareness • Increase subscriptions • Drive retention

What was the Solution?

Bauer has become the home of Disney+. Disney + has been fully integrated into the fabric of existing and newly created brands and shows across biggest national and local brands. We have co-created a proven formula: The always on + content drops and culturally relevant spikes + authentic talent endorsement = audience action and ROI.

What were the Results?

• Grown subscriptions amongst the exposed group by 17% • 75% of the audience say they plan to keep their subscription a long time. • Prompted awareness is 59%. +9% above our Bauer benchmark. • 71% of our audience would recommend Disney+.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
16 - 24
25 - 34
35 - 44
45 - 54
Female
Male
AB
ABC1
C2
DE
RADIO / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All Regions17 Mar 22INCREASE LOYALTYBRAND STRATEGY
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