Campaign type
Social Media Marketing
Countries targeted
UK, France, Spain, Germany
Challenge
agency:2 devised and ran a pan-European campaign that took place in the UK, Germany, France and Spain to promote various Disney games for the Wii and Nintendo DS in the lead up to Christmas 2009.
The objectives of the campaign were to:
- Promote and encourage the sale of 6 new games across 4 European markets.
- Ensure each territory was offered unique localised content and messaging.
Our social media strategy
As there were 6 different games being launched in 4 countries over a 6 month campaign it was crucial we quickly and accurately targeted the relevant audience groups in each territory.
Having identified parents, gift givers and gamers as the target market we monitored relevant conversations and analysed popular social media sites, such as local parenting and gaming social networking communities, where conversations were taking place.
How the campaign worked:
- As this was a European wide campaign we utilised our in-house teams in each territory to create bespoke, localised content for the target audience.
- We rolled out our brand ambassador programme to engage with the target audience, concentrating on relevant conversations within local social media networks and forums.
Results
The campaign was a great success. At the end of it, as a result of the monitoring and engagement programme we drove over 50,000 leads to the Disney website over a 6 month period.
ROI
- Within the first month an audience of over 2 million people were exposed to the Disney campaign.
- Over 50,000 leads were directed to the Disney website over a 6 month period.
To find out more about how we maximized ROI for Disney, please get in touch.
