Walt Disney World Parks & Resorts (WDW) engaged Immersive Youth Marketing (IYM) to leverage video content and Gen Z influencers to drive awareness, tune-in and engagement with WDW on YouTube among tween girls and boys ages 9-13.
Immersive tapped top female skateboarders Alana Smith, Brighton Zeuner, Nicole Hause, and Annika Vrklan, popular influencers within the tween demographic, to create custom videos incorporating Walt Disney World Theme Parks & Resorts (WDW).
Through a YouthVine™ online tween advisory group, we tested video concepts, storyboards and creative styles to validate the campaign direction before production.
The YouTube videos, part of a larger WDW tween YouTube Channel strategy, document the popular tween girl influencers as they experience their “Best Day Ever” at WDW. On the adventure each girl has an “inciting moment” at one of the theme parks where they snap a photo of their favorite attraction, which becomes inspiration for hand painted skateboard art pieces by legendary skateboard artist Mike Carnevale.
The videos garnered more than 226,000+ views on the WDW YouTube Channel. IYM also leveraged video on Instagram to drive traffic to the WDW YouTube Channel.
These short promotional clips accumulated over 20,000 “Likes” on Instagram and were a key driver for our WDW YouTube strategy.
YOUTUBE VIDEO PART 1: BEST DAY EVER I PRO SKATEBOARDING GIRLS AT WDW
YOUTUBE VIDEO PART 2: BEST DAY EVER "BONUS VIDEO" I MAKING OF WDW INSPIRED SKATEBOARDS
YOUTUBE VIDEO PART 3: BEST DAY EVER "BONUS VIDEO" I FLASHBACK SESSION AT ZEUNERS