2023 Silver Email

Agency: Armadillo

Client: Disney

Entry Title: Bringing Disney Magic to Email

Executive Summary

After the pandemic Disney guests’ interaction with its email programme had dwindled, taking revenue down with it. The mission was to breathe new life into engagement, reignite income and deliver the Disney magic to supercharge the programme’s future success.

Strategy

Armadillo knew that two metrics directly influence a Disney guest’s long-term value: the number of different categories they engage with, and the depth of that engagement.

Disney’s EMEA email programme was an engine of this engagement, but response had started to falter as disrupted customer behaviours settled into new patterns.

The team set out to elevate the inbox experience beyond imagination, delivering the innovation, magic and wonder that Disney is famous for. The campaign stretched the art of the possible to make emails more interactive and clickable than ever before.

The programme was ambitious, planned around 18 tent-pole moments in the calendar and deployed across 13 EMEA countries.

Creativity

Typically, interactive experiences need tools like JavaScript—but those don’t work for emails. Th team iterated until it had a code base capable of delivering interactive and responsive content reliably, in every possible email client. The agency also created fall-back web pages that seamlessly mirrored those interactive experiences for guests on email browsers that couldn’t support them.

Guests could complete a word search or a crossword inside an Encanto email, with a pop-up digital keyboard and tap-to-play interactivity. For Marvel’s She Hulk, guests had to ‘crack’ the screen before they could access the content.

The innovation delivered magic in each email, with relevant cross-sell and commercial calls to action providing more ways to engage.

Results

In the first 12 months of the programme the UK audience showed the following against the control:

• 15% growth in active customers - purchasing or engaging by clicking/downloading.
• 38% increase in unique clicks and 13% increase in the overall click rate.
• 26% increase in conversion to the shopdisney.co.uk e-commerce channel and a 6% uplift in the average annual revenue generated per user.

The Team

The Walt Disney Company - Emma Cox, Head of CRM - Simon Warren, Head of Data and Analytics - Alexandra Dyer, CRM Manager - Tom Podciborski, Data Analyst - Olivia Garwood, CRM Supervisor

Armadillo - Jeremy Bourton, Account Director - Hiba Fares, Senior Digital Designer - Hannah Waters, Executive Creative Director - Natalie Howells, Lead Copywriter - Weng Lam, Senior Developer - Megan O’Keeffe, Senior Account Manager- Steve Brailey, Lead Developer -Alan Harris, Developer - Angel Polo, Developer - Paul Airs, Campaign Manager - Ethan Fenton, Account Executive