Background- 

The Walt Disney World Parks & Resorts (WDW) is an entertainment complex in Bay Lake and Lake Buena Vista, Florida. The resort comprises four theme parks, two water parks, and more. WDW approached us to drive higher visitation intent among families with tweens (9-13) by strengthening the brand perception and engaging directly with this transitioning audience segment.

Implementation-

We created a social and digital engagement program targeting tweens to drive Walt Disney World theme park visitation intent.  We delivered custom research, as well as co-creating a targeted youth market strategy with 300 tweens. We created a new YouTube channel and Instagram customised  for tween engagement. We also built a targeted tween audience that creates moments for WDW discovery and cultivates relevance. Content was produced independently and in collaboration with Disney Yellow Shoes and an online vacation planning portal for parents of tweens was set up on their website to track KPIs.

Results-

Our insights-to-activation approach helped WDW grow their Instagram channel from zero to over 371K. Also, we grew the park's tween-focused YouTube channel from zero to over 186K subscribers and hit over 24,000,000 views. Bottom line: visitation among families of tweens went up 11% pre-COVID.