Campaign details

Brand: The Walt Disney Company, EMEA

Campaign Overview

Disney knows films mean more than a cinema visit for fans.

It wanted to define key moments to communicate with them throughout the movie lifecycle.

Strategy

Disney's movies sit at the heart of its storytelling prowess.

From the excitement of a trailer release through to TV re-reuns, each stage represents an opportunity to communicate with fans.

The brand needed to better understand commercial opportunities at these touchpoints and unify them into a consumer journey.

It partnered with Google to get the full picture.

Using Big Query, Disney unified data sets from a broad range of sources, including its store and external retailers; cinema and home entertainment sales; TV ratings; and search.

The result was one of the most detailed pictures of consumer behaviour around movies and merchandising.