Walt Disney World Parks & Resorts approached Immersive Youth to drive higher visitation intent among families with tweens (9-13) by strengthening the brand perception directly with this transitioning audience segment.
Created a social, digital and youth marketing strategy targeting Millennial and Generation Z 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 YouthVine™ we led a multi-faceted Gen Z research exploration, including ethnographic research, user studies, and co-creation exercises to better understand how Gen Z and younger Millennials use social media in the Walt Disney World experience and/or learn more about a planned visit to the Disney Parks.
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.
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 Instagram contest to engage tweens in relevant WDW social content.
Through our YouthVine™, we were able to test content concepts, validate strategies, and optimize plans to grow the tween focused YouTube channel from zero to 80k subscribers and 24 million views.
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