Disney s magical ad immersion in Instagram Stories
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1 Disney s magical ad immersion in Instagram Stories Scalable social ad tech solutions, tailor-made
2 Disney has made young and old dream alike for nearly a century now. Its cultural influence worldwide is immeasurable, not only as a major studio with half of the top 20 topgrossing movies of all time but also as a brand, hitting the top of Brand Finance s list of The World s Most Powerful Brands in This title rewarded this record-breaking year for the studio who dominated the box-office end-to-end with the top three biggest movies: Rogue One: A Star Wars Story, Finding Dory and Captain America: Civil War. INNOVATE with Ads in Instagram Stories There is no mystery to why Disney movies do so well; they are great stories. And when it comes to advertising those stories, Disney excels there too by always trying to innovate and looking for new ways to engage with its audience. To promote its latest releases in 2017, Instagram, the best visual stunning social networks, was therefore an obvious choice, particularly its new format opportunity launched in early Ads in Instagram Stories. 2/9 Disney 2017
3 INNOVATE with Ads in Instagram Stories Introducing ADS IN INSTAGRAM STORIES With 200M+ unique daily users, Instagram Stories is a must-have in a marketing brand strategy. Indeed, using ads between stories to engage with customers enables brands to create an intimacy with people like never before. The format of the ad itself also seduced Disney as it is the first immediate full-screen and immersive experience. Instagram Stories ads are actually the first type of ad that allows full-screen 9:16 visuals on the platform and the skippable ads appear between stories in a seamless transition. Introducing INSTAGRAM STORIES 200M+ Instagrammers now use stories every day 3/9
4 INNOVATE with Ads in Instagram Stories A real asset FOR MOVIE PROMOTION Stories can include a single image or a video up to 15 seconds long. The latter is particularly interesting for Disney as it gives the opportunity to display best-quality video ads and theirs are directly inspired and created from trailer movies. The video format for Ads in Instagram Feed are already a great way to reach their target, but Ads in Instagram Stories are really bringing video ad format in Instagram to a next level. Besides, advertisers can add a call-to-action button to Ads in Instagram Stories with a link to drive Instagrammers to their website or, in the case of movie distributors, to their online booking website. So with a very wide audience and the creative opportunity that they offer, Ads in Instagram Stories are a very seducing innovation for Disney. Disney /9
5 ACHIEVE amazing results Beauty and the Beast: a first successful campaign on Instagram Stories On March, 22 nd 2017, Disney released Beauty and the Beast in theatre, the live-action remake of its classic animated movie. After topping the French box office and passing the symbolic milestone of one million tickets for its first week, the marketing strategy was to build on this great success by reaching the most people possible during April, which is a busy period for theatres with spring school holidays. To keep on promoting the movie on Instagram, Disney wanted to innovate and this is why it only leveraged Ads in Instagram Stories to authentically engage with the audience. The ad itself was a 15-second video staging the memorable part of the story when the Beast and Belle, in her iconic yellow gown, are romantically dancing the waltz in the ballroom. Disney % Thanks to MakeMeReach optimization tools, and particularly Stories Center, the strategy actually paid up with a lower by 23% compared to the Disney performance benchmark on Instagram video ads, convincing the movie distributor that Instagram Stories are a very effective way to connect with customers and get their attention. 5/9
6 ACHIEVE amazing results Guardians of the Galaxy Vol. 2: a second campaign with outstanding performance On April, 26th 2017, Disney premiered the sequel of its 2014 smash hit Guardians of the Galaxy. In order to cover the demand of the franchise growing fan base, the distributor offered the possibility to pre-order seats online through the movie s dedicated website. To push this opportunity to avoid the lineups, Disney s marketing teams decided to leverage Ads in both Instagram Stories and Instagram Feed. Disney 2017 / Marvel 2017 Three ads were designed for Ads in Instagram Stories. Each one highlights different parts of the movie and ends with a call for customers to book now their seats. When the campaign started, Disney tested the three ads to compare which one performed best with MakeMeReach optimization tools. And then, they allocated the budget only to the one with the best KPIs. 6/9
7 ACHIEVE amazing results Guardians of the Galaxy Vol. 2: a second campaign with outstanding performance The results of Ads in Instagram Stories on the Guardians of the Galaxy Vol. 2 campaign speak for themselves! This campaign on Instagram was a great success overall and it confirms to Disney that Ads in Instagram Stories are a very efficient and cost-saving format to connect with its audience, especially for the CPC which is the most relevant KPI regarding the campaign objective. -38% On the same campaign, Ads in Instagram Stories reached a lower by 38% compared to Instagram Feed. 5x lower CPC The team was indeed very impressed as the CPC was 5 times lower from Instagram Stories to Instagram Feed! David Popineau, Digital Experience Director, Walt Disney Company France Our first campaign on Instagram Stories was a real success. We are delighted with the results. MakeMeReach allowed us to optimize the performances and reach a massive audience with qualitative formats. Disney 2017 / Marvel /9
8 OPTIMIZE performance with MakeMeReach StoriesCenter MakeMeReach s core mission is to facilitate the creation and the management of its clients campaigns. The social ad tech solution provider really aimed at making its platform as user-friendly as possible so their clients can easily set up their campaigns with Ads in Instagram Stories and that is how MakeMeReach came up with Stories Center. This custom solution is an online pinboard where advertisers can see all their stories at once. The MakeMeReach Stories Center eases reporting by visually pointing out which creative is working and which one is not. It is driven entirely by visuals, making easier for users to retrieve specific creatives, and to directly perform actions on the campaigns associated. Not only can users filter and sort creatives based on performances, but they can also directly perform actions such as to edit the bid or to pause the ads using a specific creative. 1 AD play pause CPC CPC CPC Disney 2017 / Marvel /9
9 OPTIMIZE performance with MakeMeReach StoriesCenter Here is the Stories Center of Disney s campaign for Guardians of the Galaxy Vol. 2 on Ads in Instagram Stories. The two KPIs chosen to evaluate the three creatives are the i.e the reach and the CPC for the drive-to-theatre performance. The KPIs are in green when they are above or equals the objective set and they are in yellow when they don t. CPC CPC CPC Disney 2017 / Marvel 2017 Stories Center is a key feature for our clients to achieve very promising results. Being able to see all creatives at once enables them to save a lot of time. And Stories Center genuinely simplifies the creation, the optimization and the reporting process of campaigns. Visuals are indeed everything for Instagram and Stories Center allows to evaluate creatives in a glimpse, to draft conclusions in that sense and to trigger actions instantaneously from the center for a better optimization of ads in bulk. 9/9
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