Disney Channel Italia on Facebook
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Disney Channel Italia on Facebook

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Case study. On Facebook Studio http://www.facebook-studio.com/gallery/index#/gallery/submission/launch-of-the-disney-channel-italia

Case study. On Facebook Studio http://www.facebook-studio.com/gallery/index#/gallery/submission/launch-of-the-disney-channel-italia

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Disney Channel Italia on Facebook Disney Channel Italia on Facebook Presentation Transcript

  • LiveXtention live contents for extended brandsInterconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/ 14 February 2012
  • Communication strategy: the official Facebook page, at last Background  Disney Channel Italia has never had any official Facebook page so far  Community pages and unofficial fan pages have proliferated, and referred to the Channel, or the most popular series, or the main characters  Disney Television Italy has been very cautiously approaching Facebook, due to the core target audience of its Channel being boys and girls of age 8-13  The explosive growth of Facebook in Italy persuaded Disney to launch an official Facebook page for the Channel on November 2011  LiveXtension was appointed to launch the page and quickly overcome the unofficial community pages Strategy  All the communication was focused on the key message that “at last, there is an official Disney Channel Facebook page”  In order to quickly gain the most fans at a low price, likers of all the community pages related to Disney Channel (also likers of the international pages) were targeted first, then all the rest was done by Sponsored Stories©LX 2
  • Creative approach: the Disney logo, the characters, then the sponsored stories  Disney Channel Italia official logos were largely used in the first phase  Other creatives with characters from successful series were added, as the page was enriched with tabs dedicated to single tv shows  All the creatives had great performances, with efficiency records for the Sponsored Stories and the Lemonade Mouth banner, where half the clicks turned into Likes©LX 3
  • The results 0,15 € cost per fan Key points:  The page filled an empty space, where only fan / community pages existed  The tween/teen target is highly respondent to such community marketing initiatives  The campaign has been “spread” over a quite long time, in order to concentrate pressure in the evening hours and weekends and so reduce costs per clicks  The sponsored stories have amplified the reach, confirming as the perfect ad format to promote the fan pages and applications which are rapidly growing©LX 4
  • GrazieLiveXtension, a Digital Magics CompanyVia Orobia 3, 20139 MilanoTel. +39 02 52.505.1Fax +39 02 52505.616 www.livextention.com www.youtube.com/livextention www.slideshare.net/livextention www.twitter.com/livextention del.icio.us/livextention http://www.facebook.com/LiveXtension http://www.linkedin.com/company/livextension