2024 Silver Email

Agency: Armadillo

Client: The Walt Disney Company

Entry Title: The Disney Fanbase Builder

Executive Summary

Despite Disney’s enduring legion of fans, many only engaged with one aspect of the brand: product, show or vacation. How could customers be persuaded to do more?

Strategy

‘Disney’ and ‘fans’: two words that have always been synonymous. But in a ferociously competitive environment average customer value was dropping. The campaign team’s big bet was to adapt the eCRM programme from a predominantly campaign-led approach to one that incorporated a focus on creating long-term Disney fans.

Creativity

The approach was anchored in data showing a high-value fan’s relationship with Disney is both rational and emotional. Purchase behaviour in different categories was analysed and data science applied to create a ‘next-best category’ segmentation.

The Fanbase Builder programme maintained Disney’s signature charm, using compelling creative to expose fans to all areas of the business. The segmentation identified what a fan was most likely to fall in love with next, and emails delivered a dazzling combination of fun, interactive content and more direct conversion opportunities across different categories. Thematic emails satisfied fans’ enthusiasm for iconic franchises and characters with immersive content supported by regular, bite-sized purchase opportunities.

Rich interactivity enhanced customer engagement and delivered a real sense of Disney’s innovative experiences, whether the content was inspirational or commercial. The creative used bespoke tone of voice, and engaging animations and design elements to strengthen connections and evoke emotions.

Results

The strategy paid off, with results including:

>19% increase in customers making purchases in any Disney category

> 69% increase in fans purchasing across multiple categories

> 297% increase in engagement (CTR)

160% increase in year-on-year incremental revenue

The Team

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

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 - Jemima McCauley, CRM Intern