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Disney’s Frozen Social Listening Report

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AllFamous prepared a Social Listening Report based on Disney's Frozen as discussed in Asia.

Published in: Data & Analytics
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Disney’s Frozen Social Listening Report

  1. 1. Disney’s Frozen A  Social  Listening  Report   Wri3en  by  Iggy  Gan  &  Jizelle  Bandojo  
  2. 2. Findings: 1.  Bigger Share of Voice = Bigger Box Office Revenue $$$ 2.  Disney owned accounts can spark trends and trigger conversations 3.  Frozen appeals to a mostly female market (25-34) 4.  Male characters in “Frozen” has a large male following, coming from the 25-34 age group, with at least 35% of the mentions coming from this demographic group. 5.  “Let it Go” generated over 2.8 million mentions since the film’s initial release up until 90 days after release. (See slide 28), and is still continuing to grow in popularity 6.  Frozen’s initial DVD release on March 18, 2014 made it the most talked about Frozen merchandise for this period, 90 days after the release of the feature film. (See slide 27) Executive Summary Recommendations 1.  Increase how often the movie is mentioned online through user generated content campaigns and community engagement to increase movie ticket sales 2.  Establish owned accounts for Disney in Asia, specifically Facebook (Disney Asia), Twitter (@Disney_Asia) and Instagram (@Disney_Asia) 3.  Create an editorial calendar for social media content that targets females, ages 25-34. Spend a larger % of your ad budget on this audience. 4.  Create an editorial calendar for social media content that targets males, ages 25-34 using male characters as the focus. 5.  Create and promote a hit song, and you will have long term recall. Consider pushing viral user generated content similar to Call Me Maybe, Harlem Shake etc 6.  Run a lead generation campaign for pre-ordering the DVD (e.g. get people’s email/contact info in exchange for earlybird purchase and discount of the DVD) to build a massive database FACT: Compared to “Maleficent,” “Frozen” generated almost twice the number of mentions (1.1 million) on social media!!
  3. 3. 3   Top 5 Cast Analysis “Let it Go”5 2 General Overview Merchandising4 Top 5 Character Analysis3 1 Findings and Recommendations6 Agenda
  4. 4. General Overview Part  One  
  5. 5. Total Volume of Mentions: 1,184,286 (November 27, 2013 – February 27, 2014) There  are  two  primary  reasons  why  “Frozen”  had  a  spike  in  menIons  (49,938)    last  January   13,  2014         1.  “Frozen”  won  as  the  Best  Animated  Feature  Film  at  the  Golden  Globe  Awards  2014.   2.  It  was  announced  that  “Frozen”  will  have  its  Broadway  debut  by  Disney  CEO,  Bob  Iger.   [Link]     Total   1,184,266   PosiIve   22.76%   (269,662)   NegaIve   7.36%   (87,129)   Neutral   69.88%   (827,585)   Total Mentions of Frozen
  6. 6. 505,506, 63% 292,090, 37% Unlike “Maleficent,” “Frozen” generated almost twice the number of mentions compared to Maleficent, from their date of release and 30 days thereafter. While “Maleficent” had good feedback, “Frozen” had the larger share of voice because of the recall of characters, exposure of cast members in the media, and songs such as “Let it Go.” Frozen vs. Maleficent
  7. 7. On the international release date of Frozen and 30 days thereafter, it got the most number of mentions (89.6%) compared to all of the feature films released within the day, such as “Oldboy,” “Homefront” and “Black Nativity.” This number of mentions reflect on the box office earnings of these films overtime. [Link] See “Findings and Recommendations” for feedback. Frozen vs. Other Movies Released in same period
  8. 8. English   1535150   Spanish   50164   Indonesian   21462   Thai   16566   Portuguese   16090   Italian   15867   Dutch   6570   Malay   6061   Korean   5759   Japanese   5538   French   5514   German   4068   Filipino   2848   Turkish   2796   Swedish   2595   United  States   1278891   Canada   59848   United   Kingdom   49780   Thailand   35090   Netherlands   23983   China   23918   Brazil   21472   Indonesia   20384   Singapore   16157   Philippines   15887   Malaysia   15643   Australia   10971   Spain   9969   Greece   9497   Mexico   9281   Top  15   Languages   Top  15   Countries   Twi3er   68%   Faceboo k   14%   Comme nts   4%   Blogs   3%   Forum   Replies   3%   Videos   2%   Mainstr eam   News   2%   Aggrega tor   2%   Buy/Sell   1%   Forums   1%   Images   0%   Share  by  Media   Type   SenEment   Total   1,184,266   PosiIve   22.76%   (269,662)   NegaIve   7.36%   (87,129)   Neutral   69.88%   (827,585)   Channel, Country and Language
  9. 9. Total   1,184,266   PosiIve   22.76%   (269,662)   Female   77.3%   Male   22.7%   Note:  Demographics  data  is  only   available  for  the  latest  7  days   Frozen Fan (positive) Demographics
  10. 10. Total   1,184,266   Female   75.3%   Male   24.7%   NegaIve   7.36%   (87,129)   Note:  Demographics  data  is  only   available  for  the  latest  7  days   Frozen Hater (negative) Demographics
  11. 11. Total   1,184,266   Female   69.4%   Male   30.6%   Neutral   69.88%   (827,585)   Note:  Demographics  data  is  only   available  for  the  latest  7  days   Frozen Neutral Demographics
  12. 12. Cast Analysis Part  Two  
  13. 13. Idina Menzel (Elsa) has the most share of Voice due to her performance at the Academy Awards, which had over 4,900 posts at its peak. Frozen Cast Share of Voice
  14. 14. Total   125,181   PosiIve   12.5%   (15,600)   NegaIve   1.8%   (2,274)   Neutral   85.70%   (107,307)   Cast: Idina Menzel Mentions: 125,181 (58.5%) Idina Menzel (Elsa) has the most share of Voice due to her performance at the Academy Awards, which had over 4,900 posts at its peak. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Idina Menzel Audience Demographic
  15. 15. Total   46,639   PosiIve   17.60%   (8,288)   NegaIve   2.30%   (1,061)   Neutral   80.20%   (37,390)   Cast: Kristen Bell Mentions: 46,639 (21.8%) Kristen Bell is the second most liked cast member in terms of volume, following Idina Menzel. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Kristen Bell Audience Demographic
  16. 16. Total   21,028   PosiIve   21.60%   (4,597)   NegaIve   1.40%   (304)   Neutral   76.70%   (16,127)   Cast: Josh Gad Mentions: 21,028 (9.8%) Jonathan Groff (Kristoff) is the fourth most liked cast member, with 4,597 positively tagged posts. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Josh Gad Audience Demographic
  17. 17. Cast: Jonathan Groff Mentions: 14,213 (6.6%) Total   14,213   PosiIve   24.6%   (3,515)   NegaIve   2.60%   (366)   Neutral   72.70%   (10,332)   Jonathan Groff (Kristoff) is the fourth most liked cast member, with 24.6% positive sentiment. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Jonathan Groff Audience Demographic
  18. 18. Cast: Santino Fontana Mentions: 7,046 (3.3%) Total   7,046   PosiIve   25.9%   (1,828)   NegaIve   1.60%   (110)   Neutral   72.50%   (5,108)   Jonathan Groff (Kristoff) is the fifth most liked cast member, with 1,828 positively tagged mentions. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Santino Fontana Audience Demographic
  19. 19. Character Analysis Part  Three  
  20. 20. Similar to the ranking of cast members, the ranking of the characters follow the same pattern: 1.  Elsa – Idina Menzel 2.  Anna – Kristen Bell 3.  Olaf – Josh Gadd 4.  Kristoff – Jonathan Groff 5.  Hans – Santino Fontana Frozen Character Share of Voice
  21. 21. Character: Elsa Mentions: 497,833 (34.8%) Total   497,833   PosiIve   9.20%   (46,319)   NegaIve   6.50%   (32,525)   Neutral   84.20%   (418.988)   Similar to the ranking of cast members, the ranking of the characters follow the same pattern: 1.  Elsa – Idina Menzel 2.  Anna – Kristen Bell 3.  Olaf – Josh Gadd 4.  Kristoff – Jonathan Groff 5.  Hans – Santino Fontana Elsa Audience Demographic
  22. 22. Character: Anna Mentions: 378,404 (26.5%) Total   378,404   PosiIve   8.60%   (32,817)   NegaIve   2.80%   (10,474)   Neutral   88.60%   (335,123)   Anna is the third most liked character, following Elsa and Olaf. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Anna Audience Demographic
  23. 23. Character: Olaf Mentions: 314,472 (22.0%) Total   314,472   PosiIve   16.6%   (52,510)   NegaIve   1.80%   (5,730)   Neutral   81.50%   (256,231)   Olaf is the most liked character in “Frozen” with 16.6% positive sentiment. The next most liked character, Elsa, has 9.20% positive sentiment. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Olaf Audience Demographic
  24. 24. Character: Kristoff Mentions: 165,742 (11.6%) Total   165,742   PosiIve   4.60%   (7,732)   NegaIve   0.9%   (1.570)   Neutral   94.40%   (156,390)   Olaf is the fourth most liked character from “Frozen,” with 4.60% positive sentiment. Kristoff Audience Demographic
  25. 25. Total   72,735   PosiIve   9.60%   (6.997)   NegaIve   5.80%   (4,176)   Neutral   84.60%   (61,202)   Character: Hans Mentions: 72,735 (5.1%) Even though the storyline sees Hans as a villain, mentions about him are still more positive than negative, by a 5:9 ratio. Note:  Demographics  data  is  only   available  for  the  latest  7  days   Hans Audience Demographic
  26. 26. Merchandising Part  Four  
  27. 27. People were most excited about the DVD release of Frozen on March 25, as it was available for pre-order in retailers such as Wal-Mart in the U.S. a month before its actual release. Merchandising Share of Voice
  28. 28. DVD/Blu-Ray Mentions: 100,024 (52.5%) Total   100,024   PosiIve   9.70%   (9.679)   NegaIve   2.90%   (2,909)   Neutral   87.40%   (87,435)   Note:  Demographics  data  is  only   available  for  the  latest  7  days   DVD/Blu-Ray Audience Demographic
  29. 29. Clothing Mentions: 46,633 (24.5%) Total   46,633   PosiIve   12.90%   (6,036)   NegaIve   9.00%   (4,169)   Neutral   78.10%   (36,408)   Note:  Demographics  data  is  only   available  for  the  latest  7  days   Clothing Audience Demographic
  30. 30. Musical Mentions: 31,358 (16.5%) Total   31,358   PosiIve   22,4%   (7,010)   NegaIve   3.90%   (1,024)   Neutral   69.88%   (23,324)   Note:  Demographics  data  is  only   available  for  the  latest  7  days   Musical Audience Demographic
  31. 31. Toys Mentions: 12,515 (6.6%) Total   12,515   PosiIve   15.8%   (1,977)   NegaIve   3.50%   (437)   Neutral   80.7%   (10,101)   Note:  Demographics  data  is  only   available  for  the  latest  7  days   Toys Audience Demographic
  32. 32. “Let it Go” Part  Five  
  33. 33. “Let it Go” generated 2,853,232 mentions globally since the release of the movie on November 27, up until 90 days since the release of the film. 1.  January 1 - Hyorin’s (Korean singer) rendition of “Let it Go” generated 43.939 mentions. 2.  January 5 – Unofficial Twitter account Disney Words (@disneywords) quoted a line from “Let it Go” which generated 4,208 retweets and 2,463 favorites. [Link] 3.  January 17 – Demi Lovato (@ddlovato) announced the nomination of “Let it Go” as a Best Original Song at the Academy awards. This generated 18,772 retweets and 19,627 favorites. [Link] 1   2   3   Total   2,853,232   PosiIve   7.11%   (202,812)   NegaIve   8.34%   (237,882)   Neutral   84.56%   (2,412,598)   “Let It Go” Song Mention Trend
  34. 34. PosiIve   7.11%   (202,812)   Female   70.3%   Male   29.7%   Total   2,853,232   Note:  Demographics  data  is  only   available  for  the  latest  7  days   “Let It Go” Fan (Positive) Audience Analysis
  35. 35. Female   70.6%   Male   29.4%   NegaIve   8.34%   (237,882)   Total   2,853,232   Note:  Demographics  data  is  only   available  for  the  latest  7  days   “Let It Go” Hater (Negative) Audience Analysis
  36. 36. Neutral   84.56%   (2,412,598)   Female   70.2%   Male   29.8%   Total   2,853,232   Note:  Demographics  data  is  only   available  for  the  latest  7  days   “Let It Go” Neutral Audience Analysis
  37. 37. Findings and Recommendations Part  Six  
  38. 38. 38   Bigger Share of Voice = Bigger Box Office Revenue Finding: Seizing the opportunity to raise awareness of a film is not just a social media thing – it has an impact in the box office revenue that a film could have. Time and again, it has been proven by feature films, most of which have the largest Share of Voice in social media and has the highest grossing revenue globally at the same time. Recommendation: Increase how often the movie is mentioned online through user generated content campaigns and community engagement to increase movie ticket sales. Film Mentions Worldwide Gross Frozen 831,085 $1,263,716,698 Hunger Games: Catching Fire 761,269 $864,565,633 Thor: The Dark World 639,020 $644,783,140 Homefront 18,131 $43,058,808 Old Boy 31,208 $2,193,658 Frozen,   831085   Hunger   Games,   761269   Thor,  639020   Oldboy,   31208   Homefront,   18131   Finding 1: How to get Bigger Box Office Revenue
  39. 39. 39   Disney owned accounts can spark trends and trigger conversations Finding: Asia is the largest moviegoer market in the world (Link) and putting all Disney related content in a social media network specific to Asia can make Disney Asia a strong Recommendation: Establish owned accounts for Disney in Asia, specifically Facebook (Disney Asia), Twitter (@Disney_Asia) and Instagram (@Disney_Asia) Finding 2: Content Creation Via Disney Social Accounts
  40. 40. 40   Frozen appeals to a mostly female market (25-34) Finding: Women from the 25-34 age group make up over 60% of the positive mentions toward any aspect of the film, cast, characters, or merchandise. Gearing content related towards this large market segment can push not only the social media efforts of Disney Asia, but can also be an opportunity to sell merchandise such as but is not limited to musicals, clothing and the like. Recommendation: Create an editorial calendar for social media content that targets females, ages 25-34. Spend a larger % of advertising budget on this demographic. Finding 3: Target audience Are mostly Female (25-34)
  41. 41. 41   Finding: Male characters in “Frozen” has a large male following, coming from the 25-34 age group, with at least 35% of the mentions coming from this demographic group. Recommendation: Gearing content related towards this large market segment can push not only the social media efforts of Disney Asia, but can also be an opportunity to sell merchandise such as but is not limited to musicals, clothing and the like. Create an editorial calendar for social media content that targets males, ages 25-34 using male characters as the focus. Finding 4: Men like the male characters
  42. 42. 42   Hit Song = Long-Term Brand Recall Finding: “Let it Go” was not that popular during the release period of “Frozen,” but it started gaining traction long after the film was shown in theaters. “Let it Go” was a perfect example in terms of brand recall, and brand loyalty through merchandising is easy to endorse to people who like the song and the film. Recommendation: Use “Let it Go” as an archetype for other OSTs to be released by Disney. Create and promote a hit song, and you will have long term recall. Consider pushing viral user generated content similar to Call Me Maybe, Harlem Shake etc Finding 5: Make a hit song
  43. 43. 43   DVD Pre-release of Frozen is an opportunity to build a large database of customers Finding: Most of the mentions about “Frozen” in terms of DVD/Blu-ray are mostly from pre-sale buzz. It is evident that if people like the brand and are excited about the merchandise, preselling is not that hard to promote. Recommedation: Use learnings from “Frozen” at how pre-sell can be initiated through another Disney film that has a DVD/Blu-ray release in Asia. Finding 6: People will do anything to get the DVD
  44. 44. 44   The End

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