Disney

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Disney

  1. 1. By: Melissa Dupont
  2. 2. Target Audience Broad  Introduced at young age and continued through adulthood  Then adults introduce it to their families Appeals to both boys and girls More Specific Target are Families
  3. 3. KPI The goal of our campaign is to show how Disney is a great place for people of all ages, and how it brings families together.
  4. 4. Big Idea Our Big Idea is to show the memories that will be made at Disney that will last a lifetime. Slogan : “Magical Memories That Last a Lifetime” Walt Disney’s plan was to bring families together to cherish what they have in life.
  5. 5. Tools & Tactics Social Media  Younger generations are flocking to social media sites such as facebook and twitter.  Disney already has one but they post quotes and images of Disney characters. Instagram  Disney can have their own instagram to show the fun events and activities that are going on there.  They can like peoples pictures and share them with followers
  6. 6. Tools & Tactics cont. Contests  Can use the social media sites to have a contest  Ex: If picture gets shared then you can be entered to win a 4 night stay at a Disney Resort. Blog  Families can share their magical experiences and give testimonials.  They can share their favorite places to eat and where they stayed and so forth.
  7. 7. Budget Hard to pinpoint an exact budget because Disney is such a huge company. Ad Age agency news says that Disney splits their $1 Billion account with agencies they have. Ad Age also says:  Disney also spends more than $2 Billion in U.S. ad spending  $399 million on measured media for Walt Disney Pictures and more with other accounts Needless to say it’s no SMALL budget at least a few million dollars to spend for this campaign
  8. 8. Summary Using this digital strategy Disney will see great increases in their family vacation packages. Unique and experience is always something new. Indirectly “selling” their company but more so selling the idea that there are magical memories to be made with your family Families can relate to this and make an effort to win contests and put in more of an effort to do so.

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