Disney’s Yellow Shoes | Social Media Content Testing

STRATEGIC CHALLENGE

Yellow Shoes Creative Group,  the internal creative agency for The Walt Disney Company, engaged Immersive Youth Marketing to test tween YouTube and Instagram content for relevance.

IMMERSIVE EXECUTION

A YouthVine™ online community was established to involve tween participants meeting strategic selection criteria. Tweens were engaged using ethnographic research and video in this private social space to facilitate discussions around each other's opinions in order to test concepts with 60 tweens across the U.S.

The central idea was to create a social media content YouTube series featuring a bunch of lesser known characters that are found in obscure places throughout Walt Disney World Parks. 

We asked tweens to provide feedback on the idea, had them vote for a favorite lead character, and gained authentic reactions to a cast of supporting characters. A fun, interactive content ideation activity was conducted at the end of the project where participants helped bring the storytelling and characters to life.

OUTCOMES

Created a brand new YouTube channel just for tweens that features original videos from their favorite YouTubers at all Disney World Parks. The channel has nearly 3 million views.

Through our Youthvine tween panel we tested video concepts, storyboards and creative styles to validate the campaign direction before production.

The videos garnered more than 82,607 subscribers and 24,886,700 views on the WDW YouTube Channel.

Immersive also leveraged video clips on Instagram to drive traffic to the WDW YouTube Channel and resulted in over 20, 000 likes on the Instagram posts.

These short video clips and images accumulated over 20,000 “Likes” on Instagram and were a key driver for the WDW YouTube Channel engagement, content and growth strategy.

WALT DISNEY WORLD GOAT FRIENDS: OSTRICH

WALT DISNEY WORLD GOAT FRIENDS: CEMETERY CARETAKER

WALT DISNEY WORLD GOAT FRIENDS: VIEWER MAIL TIME

WALT DISNEY WORLD GOAT FRIENDS: POP-UP GHOST

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