Enhancing Disney's Digital and Brand Engagement: A Three-Part Series
Check out the 1st part to my 3-part non-paid case study series for, you guessed it: Disney
A Personal Introduction
I have long been a fan of fictional characters and worlds, as I'm sure you are too. But, there is one major player that always comes to mind when I talk about this topic. I'm sure by the title you can guess who, but if not, I am of course referring to Disney.
Disney is not only one of the largest entertainment companies in the world. It is also one of the key influencers for my choice of career path. It's no surprise that with one of the largest catalogues of characters and IP, they have influenced me. I say that because of my unwavering passion for characters and their stories, and I'm sure I'm not the only one...
Now, Walt Disney once said:
The way to get started is to quit talking and begin doing.
Which is why I am going to move onto breaking down a case study I created for free, for the late Walt's, Disney company soon. I first wanted to highlight that it has been a goal of mine for some time, to work with Disney. But, with the way locations and the media industry works, it has been somewhat of a future aspiration. Which is why I am 'beginning to do' and I aim to set the stage for my transition into the 'media brand industry'. By highlighting this case study in more depth, with hopes it will interest the right person.
Look at me marketing like a little marketer... ;)
So, without further ado, let's
Set the Stage for the Case Study
This is the first post in a three-part series, where I will be detailing a strategy I created for Disney. As I mentioned before, this is non-paid, it was also done for fun. I'm weird you see, I enjoy coming up with ideas, it's sort of my thing.
I would also like to highlight, that I have limited access to tools and data. So, the data I have used might not be 100% accurate. But, let's not get bogged down by that, and instead use this to see my ideas come to life. Because I only want to show you how I can add value to various companies, with the hopes you learn something. Or, hire me ;)
P.s. If you haven't seen it already, I touched on my love for the Disney 1957 strategy here...
Case Study: Enhancing Disney's Digital and Brand Engagement
Executive Summary:
This case studies aim, is to enhance Disney's digital engagement and brand loyalty by:
Optimising e-commerce channels, (Part 1)
Implementing geographic targeted advertising campaigns, (Part 2)
And introducing a novel Disney 'Battle Pass' system. (Part 3)
Each of these initiatives expect to achieve a different goal:
Increase online sales.
Improve targeted marketing efficiency.
Foster deeper customer loyalty.
About Disney
The Walt Disney Company is a global leader in entertainment. Known for its iconic characters, theme parks, movies, and digital platforms. With a market capitalisation exceeding $200 billion, Disney continues to innovate. By expanding its reach across various media and consumer touch points.
Part 1: E-commerce Optimisation and Campaigns
What's the Current Situation?
In recent years, Disney has made significant shifts towards e-commerce. As seen with the closure of most brick and mortar locations. While the exact revenue generated from Disney's Amazon store is challenging to pinpoint. But with an estimated 77,000 product listings, it's safe to assume their presence is large.
But, I was able to find a sample analysis of some popular Disney products on Amazon. Which leads me to believe their monthly revenue is in the millions. Which would translate to an annual revenue in the tens of millions of dollars.
While Disney’s official e-commerce platform, generated about $188.4 million in the US in 2023. That's a pretty decent amount of change, wouldn't you agree?
What Challenges Does Disney Face?
Transition from physical to digital. Managing the shift from traditional retail to e-commerce. While maintaining brand consistency and customer experience.
Competition. Facing stiff competition from other e-commerce giants and entertainment merchandise retailers.
Product diversity. Balancing the vast array of Disney properties and merchandise. While also maintaining a cohesive online shopping experience.
Customer engagement. Keeping online shoppers engaged without the immersive experience of physical Disney stores.
What Opportunities are There for Disney?
Expanded reach. E-commerce allows Disney to reach a global audience beyond their physical store locations.
Personalisation. Leveraging data and AI to create more personalised shopping experiences for customers.
Cross-platform integration. Integrating e-commerce with Disney's streaming service and theme park apps. Can create a more seamless customer experience.
Adult market expansion. Increasing focus on adult-oriented merchandise, including collaborations with high-end brands.
Content-commerce synergy. Utilising Disney's vast content library to drive merchandise sales. This can work through timely promotions tied to new releases or trending content.
Strategy for E-commerce Optimisation
After doing some digging, I found a potential area that Disney could capitalise on fast. This would be: optimising their product listings. By doing this, they would also be able to enhance their discoverability.
Here's how Disney can address this:
Put in Place Advanced AI and Machine Learning. To better categorise and recommend products to their customers.
Enhanced Product Descriptions and Imagery. To Improve search rankings and conversion rates.
Develop a More Robust Cross-Selling Strategy. By leveraging diverse products and franchise connections.
Create More Interactive and Immersive Product Pages. These must capture the magic of Disney. Using augmented reality or video content could work here.
Optimise The Mobile Shopping Experience. Ensuring a seamless and engaging mobile shopping experience.
By focusing on these key areas. Disney can increase the performance of their less popular products. Which means driving e-commerce growth and improving customer satisfaction.
If you work for Disney or you're trying to improve these previous areas, here's how you could start:
A+ Content Optimisation
Include high-quality images, detailed descriptions, and cross-promotions. This means: high-resolution images, 360-degree views. As well as detailed product descriptions that highlight unique selling points and benefits.
Where possible, you should also incorporate interactive elements. Such as, videos, customer reviews, User Generated Content, and Q&A sections. This will improve your engagement a lot more.
SEO and SEM
Put in place advanced SEO strategies to increase your organic traffic. You can do this by optimising your content & metadata with relevant keywords. Creating high-quality backlinks (shouldn't be an issue for Disney), and ensuring mobile capability.
Launch targeted SEM campaigns to improve search engine rankings and drive paid traffic.
Personalised Campaigns
Utilise your data to segment customers based on their behaviour and preferences. Then create personalised marketing campaigns targeting these segments.
Develop personalised email campaigns with exclusive content, sneak peaks, and special offers. This will drive engagement and conversions.
Cross-Platform Integration
Integrate e-commerce with your other digital platforms. Disney+ or theme park apps for example, to create a seamless customer experience. Here's an example: promote merchandise related to a new Disney+ release within the platform itself.
What's The Timeline Looking Like For This?
Here's a very rough timeline for you to visualise:
Q1: Audit current e-commerce listings and identify areas for improvement.
Q2: Develop and install A+ content for top-selling products.
Q3: Launch personalised marketing campaigns and track performance.
Q4: Optimise SEO and SEM strategies based on campaign data.
I am sure Disney can move much faster than this with the amount of money they have. As well as all the teams across the world. But, I didn't want to get too carried away, because I'm sure there's a lot of maintenance too.
But then again,
If you can dream it, you can do it.
From the man himself — Walt Disney.
What Does Success Look Like?
As all marketers know, we have to track Key Performance Indicators (KPIs). Which is why I have listed them below:
Increase in Online Sales. Measure the overall growth in e-commerce revenue.
Improvement in Conversion Rates. Track the percentage of visitors who make a purchase after visiting the site.
Higher Customer Satisfaction Scores. Use surveys and feedback to gauge customer satisfaction with their online shopping experience.
Engagement Metrics. Track click-through rates, time spent on product pages, and interaction with interactive content.
SEO Performance. Track improvements in organic search rankings for targeted keywords.
Conclusion: Setting the Stage for Part Two
I hope you've enjoyed this first part to my three-part series. Tomorrow, we get a little bit more creative, so I hope you're excited. Here's a sneak peak for you:
Geographic Targeted Advertising Campaign - or what I like to call, world domination...
Striving for perfectionism always…