Case Study: Walt Disney World | Gen Z Social + Digital Strategy

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STRATEGIC CHALLENGE

Walt Disney World Parks & Resorts approached our team to drive higher visitation intent among families with tweens (9-13) by strengthening the brand perception directly with this transitioning audience segment.

PROJECT EXECUTION

Created a social, digital and youth marketing strategy targeting Generation Z tweens to drive intent to visit one of the six parks that comprise Walt Disney World (Magic Kingdom, Animal Kingdom, EPCOT, Disney Hollywood Studio, Typhoon Lagoon & Blizzard Beach).

Utilizing a tween insight panel, we led a multi-faceted Gen Z research exploration, including ethnographic research, youth culture alignment, user studies, and co-creation exercises to better understand how Gen Z use social media to plan a visit to the Disney Parks in Orlando.

Developed social channel voice, drivers of intent, overall tween social/content strategy, and community management playbook for Instagram and YouTube. Plus the creation of a tween-focused hub targeting parents on the Walt Disney World website.

OUTCOMES

Through our content and social media strategy, WDW was able to grow tween-focused Instagram from zero to 238k followers in 18 months.

The strategy included a youth influencer driven marketing program and an Instagram contest to engage tweens in relevant WDW social content.

We also provided the marketing and brand teams at Walt Disney World with an exhaustive strategy playbook to better align Disney with tween youth culture.

Through our tween insight panel, we were able to test content concepts, validate strategies, and optimize plans to grow the tween-focused YouTube & Instagram channels as well as create a tween trip planning hub.