Disney Streaming Service: Creative Brief Structure And Accompanying Report 1
DISNEY STREAMING SERVICE: CREATIVE BRIEF STRUCTURE AND
ACCOMPANYING REPORT
BY [Name]
MKT 365 - Advertising and Beyond: Customer-Centric Brand Development
ASU
Disney Streaming Service: Creative Brief Structure And Accompanying Report 2
Executive Summary
The creative brief provides the ways and methods that Disney Streaming Service will
use to increase its market and coverage size. The online streaming platform has been recently
launched from the leading company, Disney, and aims at providing streamed video content to
subscribers. This brief contains the objectives of the advertising campaign, the target market
analysis, the unique selling proposition, and the expected customer response. It also describes
the strategies to achieve this, including the budget, the expected customer response. These
will then be measured using various Campaign Evaluation Tools to inform on the success
rate.
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Creative Brief Structure
Introduction
Disney Streaming Services launched in December 2019 and has employed many
marketing and promotional tactics to acquire a substantial market in a short while. As
television usage has sky rocked around the world and in America due to the coronavirus
pandemic, Disney streaming services have hugely benefited as time spent on streaming
services has significantly increased. It has affected has forced it to shutter its global parks
temporarily, with revenue of $2 billion likely to be lost if the situation continues for another
month. However, the company has strategized on how to cushion such effects. For instance,
Yan et al. (2020, 4) indicate that beyond parks, Disney has adopted other strategies which
including pushing TV, theatrical releases, and film production through its various studios as a
way of ensuring that it gets an alternative revenue stream. Further, the company has taken
some steps to increase its online presence and customer reach by ensuring that it increases its
50 million subscribers. It has strived to achieve this by providing a wider variety of content at
lowered prices and ensuring quality, among other measures.
Disney has been ascending rapidly and reflects the greater trends in the entertainment
industry since consumers are looking towards streaming rather than cable and broadcast
versions of entertainment. According to Smith and Telang (2016, p.45), big data is the key to
the success of a digital platform, and through it, companies like Disney are able to customize
suggestions, predict watching behavior and retain their subscribers longer. With user
analytics, Disney+ will serve individual demographics, increasing engagement and reducing
subscriber churn. Ulin (2019, p.72) says that the streaming transforms the media which has
always been distributed through physical channels, live TV programs, or physical
distribution. Accessibility and convenience now determine who is competitive, rather than
physical channels or live TV schedules. Disney has not been left behind and it has bundled
Disney+, Hulu, as well as ESPN+ with different types of content accessible to the families,
sports fans, and the general audience. This multi-platform strategy increases turnover and
penetrates the market more in a highly massified streaming environment. The initial success
of Disney + is dependent on the ability to keep pace with the industry trends and position
itself strategically in comparison to competitors.
Furthermore, one of the main factors that Disney has benefited from, as a result of its
marvelous and surprising worldwide growth, are, without a doubt, the company's marketing
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and social media strategies. As put by Martinez-Sanchez, Nicolas-Sans, and Diaz (2021,
p.1215), the advertising of over-the-top (OTT) programs like Netflix and HBO has proved
the effectiveness of digital platforms in gaining brand visibility and audience loyalty. Just like
them, Disney has also used these tools in order to create the buzz around the releases of The
Mandalorian and Marvel spin-offs, by running different campaigns on Twitter, Instagram, and
YouTube; while at the same time, using the same platforms for direct communications with
the fans. Daniel (2021, p.33) argues that these advertising models were essential in the
attainment of Disney+'s primary subscription target only a few months after the debut, thus,
going far beyond the projections. Apart from social media, Disney leveraged its intellectual
property, by granting exclusive streaming rights from its diversified library, comfortably
standing out in the saturated market. According to Martínez-Sánchez, Nicolas-Sans and Díaz
(2021, p. 121178), this move by Disney is extremely important because it highlights the
company's digital strategy as a way to keep the users engaged, provide them with a feeling of
exclusivity and to attract foreign markets. As the competition is getting stronger, it is
necessary for Disney to continue its successful digital campaigns if it wants to keep its
current subscribers and attract new ones.
SMART advertising and communications objectives
Specific
The company has pinpointed the problems and opportunities that it measures
sufficiently. Some of these include variety, values of online services, customer loyalty
through subscription and quality content. It is geared towards addressing the fundamental
problems of impeding growth and maximizing its opportunities to generate more revenue.
Measurable
The company applies the use of market research for qualitative and quantitative
methodologies to measure its objectives. Kumar (2016, p.13) asserts that the organization’s
objective effectiveness is achieved through clarity, ensuring that the objective is measurable,
and it has a timeframe. It is a significant concern of Disney, which has yielded excellent
results over the years.
Actionable
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Disney streaming services employ professionals and skilled workers that are apt in
their work and departments so that any communication and information provided can be
taken into action as needed. It is an aspect that has allowed it to experience growth through
customer satisfaction as products and services meet their needs and quality standards.
Relevant
Relevance is an important aspect that allows a business to thrive and succeed in the
market place. At Disney, this has been achieved through staying useful, being up with the
times, and innovativeness (Kumar, 2016, p.16). As a digital and streaming service company,
information is geared towards the expansion of the business and retaining customers.
Time-bound
The company’s objectives are set to be achieved in time so that they do not be too late
when competitors have already launched. Kumar (2016, p.17) asserts that timeliness is an
essential aspect of Disney land, which has allowed it to effectively execute strategies and
plans and also improving their decision making processes.
Target audience
As a sizeable existing company before getting into the over-the-top (OTT) media
services, the target remained children, but in many ways, it is the whole family. It targets
people that are ‘young at heart.’ According to Ackley, Smoot, and Ayala (2017, 744), the
animations offered by Disney services provide a medium of visual entertainment and
storytelling, which relays information and pleasure to audiences of all ages everywhere in the
world. Therefore, this company does not only target children but also adults, making it a
family park for children and parents to have fun together.
Unique selling proposition (The products USP)
Disney streaming services unique selling proposition (USP) is its years of experience
in movies and film industry as a producer, reseller, and distributor that has given the company
a well-recognized brand name. The company has other engagements that include
merchandise, live TV, and theme parks that make it more accessible and recognizable among
Disney's franchise. Gill (2018, p.14) asserts that by visiting their theme parks, one realizes
that the company is highly focused on family-oriented services. These services are based on
high quality and also, apart from its core services, what makes it an exception is that it
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provides exceptional mobile charging options explained in their About Us Page through their
Anker Electronics initiative. It makes it exceptional in its service provision to the customers.
It means that their services are uniquely targeted and customers on the go who always want to
be wire-free as possible.
Another central feature of Disney's what makes it special from others is its
storytelling power both as a creative and a marketing tool. Basal (2019, p.144) says that the
historical development of USP in advertising has dramatically changed the focus of benefits
from the product themselves to emotional stories that create a bond with the audience. The
company of Mickey has made the most of this change by tailoring its USP around the themes
of family-friendly storytelling, nostalgia, and the cross-generational appeal, which, as a result
of consumer experiences over parks, merchandise, and digital platforms, have become
uncharted territory for content. While many competitors depend on using licensed or third-
party content, Disney with its collection of characters and stories that are entirely of their own
manufacture gives them a completely different set of characteristics that no one can easily
copy. Einstein (2016, p.98) points out that, in the world of content marketing and native
advertising, those companies that have strong stories gain the upper hand, as their tales
become the main reason for loyalty and the engagement of the audience. The case with
Disney is that the USP represents the brand not only of the highest standard of services but
also of the creation of a strong emotional bond with the audience that keeps on bringing back
the same brand equity and gives them the competitive advantage.
The unique selling point by Disney is even more boosted when it manages to
incorporate multiple platforms into one coherent ecosystem, which makes it a leader in the
streaming revolution. According to Feix (2021, p.188), the worldwide streaming market has
turned into a war zone where platforms are vying not only for content but also for integration,
pricing models, and brand recognition. Disney+ is unique as it is not an independent service
but a part of an ensemble that also comprises ESPN+, Hulu, theme parks, and consumer
products, all of which create a seamless brand experience. Such a move has a deep root in the
concept of “marketing complex” as defined by Lury (2017, p.62) where contemporary
marketers have to deal with the large number of channels while they are supposed to maintain
the closeness between product lines, services, and consumer touchpoints. Therefore, Disney’s
USP gets the support it deserves through the ability of the company to provide the customer
with value in different ways, original content, bundled streaming services, and cross-
promotional strategies, as a result, it is nothing less than a media platform. By combining its
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tradition in storytelling with a diversified portfolio, Disney+ is putting forward a USP that is
the hallmark of exclusivity as well as of accessibility that goes a long way in establishing its
stay in a fiercely competitive streaming landscape.
Desired response
Advertising the streaming service will require mentioning the unique and well-known
content of new originals and programming to launch and what is of interest that is already
available in the service. Wasko (2020, p.7) indicates that Disney+ will provide its customers,
by pulling its beloved content from Netflix, a lot of original movies and shows, and also a
permanent novel home for its everything expanding library titles throughout its entertainment
properties portfolio. Some of these upcoming movies and shows launch in the release cycle to
include Star Wars: The Rise of Skywalker, Frozen 2, Onward, and Artemis Fowl, among
others (Wasko, 2020, p.9). Therefore, when customers see the advert with such information,
they will have a positive attitude towards its need for originality and better customer
experiences. It will improve the company’s image and increase its sales by attracting new
customers to its services.
Moreover, the elicitation of the desired response from Disney+ is contingent upon
how well the organization executes the content strategy alongside the creative marketing
practices. Basal (2019, p.146) points out that contemporary advertising mainly relies on
narratives that engage the audience's feelings instead of merely enumerating product features.
Disney could make use of this by presenting its originals and exclusives as a component of a
more extensive family-oriented story that enhances the loyalty to the brand. Martínez-
Sánchez, Nicolas-Sans and Díaz (2021, p.1215) add that social media platforms have become
essential instruments for audiovisual OTTs in persuading audience perceptions and making
them receptive. Disney+ could be better off by employing Instagram, Twitter, and YouTube
smartly to display what is waiting to be launched and releasing the conducting of a film.
Besides, through this, Disney can create familiarity and attract more audience members to
mention it to others. Meanwhile, Smith and Telang (2016, p.82) acknowledge that data
analytics have empowered streaming platforms to customize advertising messages, so that
consumers get to see offers that are most likely to be of interest to them. The merging of
storytelling, digital marketing and personalization is the heart of achieving the desired
outcome of favorable attitudes, deep customer engagement and increased subscription.
Why should they think a certain way about the products (Features/benefits)?
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Consumers will like the products. After all, they are not new to them because many
have watched them since childhood. Choi and Kim (2018, p.41) state that familiarity breeds
repeat orders through customer retention. According to Choi and Kim (2018, p.41), customers
prefer products and services they can recall quickly, unlike something new that they are
unfamiliar with since regular exposure, the extension of points of contact, creates a positive
brand association. It is a crucial target of Disney, which ensures that it transforms its original
content to serve a variety of customer needs. Content such as Star Wars: The Rise of
Skywalker will be released on May 4th, which is known to fans like Star Wars Day. Many of
them are family-friendly movies and animation, including The Simpsons, which have a
massive following. Also, Choi and Kim (2018, p.42) adds that in the first place, the product
functions and features do not make customers come back and purchase a product, but how the
company helps them achieve their objectives is a more significant influence for their next
purchase. Therefore, through additional services and reworking on old its programs such as
movies and shows and adding after-sale services, Disney service, can retain its customers and
attract new ones through advertising.
One more point to consider which explains why consumers are inclined to view
products from Disney+ in a positive light is the fact that the company is successful at
fashioning value propositions that exceed the entertainment area. To support this, Kelly,
Johnston and Danheiser (2017, p.54) state that when sales and marketing efforts are aligned
to provide one single customer value, consumers are more likely to view a product as
something necessary rather than an option. Disney+ depicts this by making their platform the
family-friendly, one-stop solution that easily solves both present and past-era entertainment
needs under a brand that people can trust worldwide. The carefully chosen blend of old,
exclusive new, and franchise content like Marvel and Pixar is a prime example of value-
ology, where services mirror customer needs and desires. Slade-Brooking (2016, p.39) adds
that leading brands find their identity foundation in the common values that they share with
customers, and Disney has always been a sign of family, imagination, and inclusivity;
features that have a strong appeal to the audience. Hence, consumers are not just given access
to the latest shows or movies but are allowed to join a symbolic identity representing the
ideas of comfort, belonging, and consistency. The advantage resulting from being brand-
driven is the key to being successful in attracting the usage of the product again and to foster
emotional loyalty which in turn makes the customer relationship grow over time.
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Consumer perceptions, expose through cultural relevancy and changing digital
consumption habits, are influenced. Pogorzelski (2018, p. 102) argues that the success of a
brand in the market of today is only established by the dimensions of the perceptual and
emotional, but also by the social and cultural associations that the audiences of the brand
assign to it. Disney+ exploits this by presenting itself as a cultural centre where worldwide
famous and already existing universal stories such as The Lion King, Frozen, and Avengers
are combined with the latest ones, thus keeping the brand up-to-date with different
generations. Singh (2018, p.3) points out that the decision of the OTT services by the
millennials, who constitute the major group of the OTT adopters, is influenced by the factors
convenience, affordability, and exclusivity. The aforementioned company takes advantage of
these consumption habits by providing subscription bundles at a reasonable price and by
having some content that is only available on their platform. Lury (2017, p.19) says the
availability of its product on many different devices is another feature that makes customer
experiences better as it matches the digital expectations of consumers with strong
technological skills. While combining cultural resonance with practical features such as
accessibility and affordability, Disney+ ensures that consumers don't see the service just as a
product, it becomes a lifestyle choice. The emotional connection and the functional benefit
that result from this combination reinforce Disney’s competitive advantage over time in the
streaming market.
Brand/product values (Strengths)
The brand, Disney, has existed for many decades as one of the best television, film,
and movie Entertainment Company. Disney’s value proposition, according to Voigt, Buliga,
and Michl (2017, p.114), is always to provide its customers with the most exceptional
optional experiences. These experiences include entertainment for children and adults, which
is achieved through all its five segments, which deliver the same values, such as well-being
and happiness. The brand is dominant in this area, such as anything associated with the name
usually has a nostalgic effect on many people. For instance, Voigt, Buliga, and Michl (2017,
p.116) indicate that their resorts and parks are geared to meet its objective of offering its
customers with accessible and memorable leisure activities and experiences that families can
enjoy together. It is an aspect of Disney services that have made it create many customers
who have been loyal fans of their content and are it unlikely they can let go. Voigt, Buliga,
and Michl (2017, p.117) assert that at Disney, the priority is achieved through a set of
services offered at high standards, which quickly helps customers through the decision
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making and purchases and also through quality products. The products are of high quality as
the company invests heavily in the best producers and content creators to make movies.
The other important aspect of the strength that Disney's brand has is the brand's ability
to be loved and admired not only by the current generation but also by the future ones. Park,
MacInnis and Eisingerich (2016, p.23) highlight that brands that earn admiration through
trust, love, and respect to their customers gain a sustainable advantage as customers are not
only motivated to buy the brand but also to advocate it. By constantly maintaining quality and
using storytelling that has become synonymous with the cultural values of family,
imagination and optimism, Disney has in effect turned itself into one of such brands. Its
branding has evolved from the entertainment sector to become the norm of shared
experiences that can be passed on from one generation to another among families. Tsai (2020,
p.59) says that brand management at the strategic level involves the matching of brand
offerings with customer expectations so as to secure loyalty even in markets with tight
competition. Disney has accomplished this matching perfectly by promoting its identity
through the theme parks, merchandise, and digital platforms, hence, every consumer
interaction is a reflection of the same core values. The customer's trust in this kind of
sincerity increases, consequently, the customers become highly loyal.
The power of Disney's branding is the company's stability, which is especially visible
in times of economic crises or changes in the market. Drewniak and Karaszewski (2016,
p.748) state that these superbrands are able to keep their value during unstable markets by not
only reaffirming their identity but also by increasing the consumer's trust through quality and
consistency. Disney makes an example of such sturdiness by modifying its products; like
streaming services taking over as the primary mode during the COVID-19 pandemic,
however, still being able to keep the core values of its brand intact. In fact, even when the
economy is weak, consumers will always consider that Disney's products are worth the
money because of the relationship of trust created throughout the various years of delivering
outstanding & consistent experiences. According to Tsai (2020, p.74), the company's brand
power is one of the main reasons why the firm can hold up against rivals and at the same
time, keep on growing in new markets. The Disney story of coming in and out of movies,
parks, merchandise, and digital platforms embodies this kind of flexibility. Its brand is still
the emblem of calm and happiness, thus during a period of crisis, it is a source of solace and
reassurance for the clients. Singh (2018, p.143) asserts that this strength, combined with a
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clear identity and creative moves, is what puts Disney at the very top among the most
valuable and trusted global brands.
What is your message?
The main message is that Disney has now allowed on-demand access to its enormous
database of movies and entertaining films. With the new Disney Streaming service called
Disney+, clients will have access to the company content and be able to watch the popular
programs they have enjoyed for many years. As a result, it indicates that its customers’
increasing demand for its products is reflected by events such as 2018, which became the
record year for Disney, which saw an attendance increase from 150 million visits to a
whopping 158 million visits representing 4.95% increase in growth. Therefore, through this
increasing demand for its products, the company has laid down strategies to ensure that the
ever-increasing demands are met while offering preference to its loyal customers. This means
that its loyal customers will also able to be the first to watch films as they are released in the
online platform. Message also aims to feel customers empowered, considered and involved in
the deciding value and preferred entertainment to them. Through this strategy, the company
will able to meet customer needs by incorporating their views and ideas based on
Accompanying Report
Media Plan and Creative Ideas
Market Analysis
In the United States, more than half of the households have a streaming subscription
service. According to Boje (2015, p.998), the consumer products of Walt Disney are produced
and sold in over 190 countries worldwide through various partnerships and direct distribution
as well as other independent distributors. Disney’s Radio and TV channels are available in
167 countries, and it has a portfolio of about 27 sports channels which are available in over
190 countries. These services reach many customers across these countries.
Disney has the deciding factor for the consumer access to original and exclusive
content giving it space for growth as preferences. There is an increase in media consumption
among customers between 4-12 years of age. According to Byron (2016, p.18), the younger
and the older half of the company’s target market has been targeted through exposure to the
increasingly digital media channels creating a larger pool of revenue. Further, the secondary
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target population for Walt Disney includes women and men between the ages of 25 to 35
years old, and the reason why they are considered to be secondary is that they experienced
the traditional atmosphere of the company’s services (Wasko, 2020, p.67). Despite having
this segment, Disney continuously strives to target the primary segment since they are
experiencing it for the first time in their lives. It has to focus and advertise to this primary
segment to appeal to them since they are the company’s money-makers.
Every company has a secret to market targeting strategy, and Disney is one of them.
The market is selected according to attractiveness, such as similarities and any support for the
rollout that can involve local investments and partnerships for localized content and data
analytics. In achieving this objective, Wasko (2020, p.67) indicates that Disney has
continuously used emotional imprint on its customers’ lives, which is an effective marketing
technique. Further, Brown (2019, p.123) found out that this company has mastered how to
use nostalgia through reviving its old classic s like the “Jungle Book,” whose release in 2016
generated over 900 million dollars in revenue. This strategy is meant to target both the
primary and the secondary markets since the primary market finds it new and appealing. In
contrast, the secondary market is attracted due to memories attached to the product.
Competition is a problem facing all organizations seeking to meet customer
satisfaction and the need to retain them. Netflix, Amazon, Hulu, and Apple TV are the leading
players in the market, putting much of the competition. Netflix is the leader and has invested
in streaming services all over the world. These companies compete with its products
primarily through television, cable as well as other media markets, including the Blue-
ray/DVD, the internet, and video games. Innovation is the key to beating the competition in a
fair and Disney, through its studios, could continuously innovate old and current products to
meet the needs of its customers hence generating more revenue. Brown (2019, p.24) says to
compete, it has to produce a wide range of products and to involve publishing, licensing, and
retail is an excellent way to compete with other merchants in the market. It will allow it to be
the leading licensor and vendor of character-based merchandise worldwide.
The global scope of Disney gives it the unique advantage to spread its streaming
services all over the world as it is able to cross-promote the content of their numerous
subsidiaries and the different markets. Boje (2015, p.998) points out that the power of Disney
to sell consumer products in more than 190 countries, enhances its position in the media
streaming industry because of its already established infrastructure and brand recognition.
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The global scale not only allows Disney to personalize content for local audiences but also to
partner with region-specific businesses, which are potentially more reliable consumers. In
fact, language options and cultural adaptations of the classic Disney stories are the two ways
of making going inclusively while at the same time strengthening the company’s international
identity. Byron (2016, p.18) adds that the digital-native young market will always be at the
center of this strategy as they are more inclined to use on-demand content and interactive
media. Indeed, Disney’s ability to combine streaming with merchandise, parks, and sports
channels is what enables them to make multiple revenue streams come out of a single
property, thus, the brand gets stronger. This synergy wins a competitive advantage which
guarantees that Disney has got market relevance even with the rapid shift in consumer
preferences and the global competition.
A major factor that has shaped Disney’s market strategy is the company's dependence
on emotional branding and the use of nostalgia. Wasko (2020, p.67) supports this with the
statement that Disney is very efficient in the use of emotionally charged memories to reach
the audience, thus making the content one of the customer's cultural identities. The revival of
the classics is the most prominent example of this, where Disney successfully transforms
older content into newer formats. Brown (2019, p.123) cites the case of the Jungle Book
remake as an example of this, which made more than 0 million worldwide by catering to both
the older audience who were familiar with the original and the younger viewers who got the
story for the first time. Disney's such approaches not only extend market access but also
separate it from the likes of Netflix and Amazon, who do not have similar nostalgic content.
Besides, these emotional strategies are also in harmony with the requirements of Disney’s
secondary target market, adults aged 25–35, who are still deeply influenced by their
childhood exposure to Disney products. Drewniak and Karaszewski (2016, p.745) state that
by partnering nostalgia with progress, Disney is letting the brand become still socially
relevant and at the same time capturing new consumer generations.
Media Objectives
The objective is to make known the presence of Disney+ online platform that offers
the unique and best content that the consumer has enjoyed and also has been the mission from
the others. According to Wang (2017, p.11), to be and to maintain being the leading provider
and producer of information and entertainment, the use of portfolio brands to differentiate
content, consumer products and services is an effective strategy. If Disney uses storytelling,
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decency, innovation, optimism, community focus, and quality in all its activities through its
numerous media platforms, it will be able to meet its unified mission and vision for its
employees and customers. It will also make known the pricing arrangements and the offers
that exist for consumers’ premium experience.
Moreover, the objectives of the media should center on generating brand loyalty that
lasts a lifetime by involving the primary and secondary target groups through campaigns that
are integrated. Wang (2017, p.14) argues that the brands in a portfolio if managed
strategically, will bring out new features which will make a brand stand out from the
competitors and hence attract more customers. Disney+ can do this through the promotion of
exclusives, cross-platform bundling with Hulu and ESPN+ as well as seasonal offers linked
with large-scale events like Marvel or Star Wars premieres. These tactics not only result in a
rise of subscriptions in the short run but also at the same time, widgets the Disney+'s value
proposition of supplying the most reliable and family-oriented entertainment. Pogorzelski
(2018, p.111) indicate that the exclusive digital campaigns such as access to the shooting of a
film, fan competitions, and personalized recommendations can help to deepen consumer
engagement and thus create stronger emotional gratifications with the platform. By
connecting these undertakings to the core values of Disney, i.e., storytelling and innovation,
the company can realize its objective to be the leader in the global entertainment market and
also the most trusted brand in the households. In fact, these objectives facilitate it in such a
way that awareness, differentiation and loyalty are all realized at the same time thus leading
to the sustainable growth of Disney+.
By advertising to the market, the company desires consumers to mind the
relationships they can continue expanding and the unforgettable experiences that help them
disregard the price and see the benefits they get. Hernandez, Wright, and Affonso (2019,
p.690) articulate that advertising allows customers to be aware of a company’s product and
service presence in a market as well as its products through various platforms. Therefore, for
Disney, advertising through mediums that best capture the attention of the primary audience,
which includes kids and teenagers, will prove useful in increasing sales.
Target Audience
The target audience is the people in their homes that need to be entertained. Everyone
in the family will be targeted since the media is set strategically to appeal to different
audiences and segments. Disney’s principal target market of children between 4 years and 12
Disney Streaming Service: Creative Brief Structure And Accompanying Report 15
years old girls and boys is broadly diverse, encompassing the younger half who are still in
their early childhood and the much older half at the peak of their teenage years (Byron, 2016,
13). This segment of customers is considering the primary target since they have a greater
influence on their guardians and parents regarding decision making. Byron (2016, 14)
indicates that these target markets are heavy-users of the company’s brands since they
experience the wear Disney memorabilia; they use the brand for entertainment purposes and
thrilling rides. The secondary market, which includes adults between the age of 25 to 35, are
also targeted since they have old memories of the brand and would wish that their children
get the same experiences.
Besides these major groups, Disney+ is also the favorite of the wider household
dynamics as it declares itself a platform that can bring families together. The service, instead
of concentrating only on the individual consumption, promotes more shared experiences like
parents watching old classics with their kids or whole families gathering for a Marvel or
Pixar release. A move like this provides more opportunities for a single household to interact
with each other, thus ensuring that every member of the family finds something valuable in
the subscription. Byron (2016, p.15) notes that media consumption centered around the
family not only leads to brand loyalty but also deepens the ties of the different generations to
the company's products. The range of content from cartoons for preschoolers to thrilling
series for teenagers and nostalgic favorites for adults is the reason why Disney+ has become
the choice of the whole family. Lury (2017, p.112) says treating entertainment as a communal
activity rather than a solitary one, Disney+ sets itself apart from its rivals and is even more
committed to its identity as a brand created for every member of the same household.
Media Strategy and Creative Ideas
The focus is on winning a disproportionate share of customers among the youth and
women. It will be done using storylines that excite the teens and feature youthful experiences
while also highlighting the female protagonist. For instance, to effectively target the children
and youth, the company should talk a language they understand since they are discerning
consumers. According to Hernandez, Wright, and Affonso (2019, p.694), children and youth
are short in attention and time, so Disney should capture this target audiences’ imagination
through print media advertising suing pictures and words which are visually stimulating.
Representation in adverting is a useful tool for achieving a wider audience and
generating more customers. Disney will also balance the modern society’s outlook on
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minority representation. Russel at al. (2017, p.40) indicate that failure to target minorities in
modern advertising could create bias among the audience, creating negative perceptions of
the brand. This strategy had worked before as Disney caught the hearts and minds of young
females through fairy tales such as frozen that became an international success. Reusing, it
will prove useful again, generating more sales.
The company will also use merchandise for the hit programs such as star wars, which
have proven to be a great success too. Russell at al. (2017, 42) asserts that the use of
merchandise is vital in advertising one’s product because it creates a new look which attracts
current customers who will buy more as well as increasing impulse sales, the number of
stocked products, seasonal items, and market share. This strategy will be effective in creating
more sales.
Social media engagement is a potential new slogan for Disney to attract the youth and
female groups. TikTok, Instagram, and YouTube are the platforms that youngsters are
sticking to, and they also offer opportunities for Disney to run creative campaigns. Pretty
soon, videos, interactive contests, and collaborations with influencers can get deeper bonds
with these groups. Visually appealing short videos have more success with youth having short
attention spans is the point made by Hernandez, Wright, and Affonso (2019, p.694). The other
aspect that is connected with representation and also serves as a guarantee of equality and
relevance is a factor in this context called "being represented". Campaigns that are centered
on cultural diversity are liked by young people who are concerned with fairness and visibility.
Russel et al. (2017, p.40) say that minorities should be provided with a platform and not be
excluded as it will lead to negative brand perceptions. Disney is definitely doing what it is
supposed to do as it is producing content for different groups e.g. Frozen, a movie that was
loved by the female audiences all over the world. Through franchises such as Star Wars and
Marvel, merchandise is very important for engagement particularly. According to Russell et
al. (2017, p.42), merchandise is one of the main reasons for impulse buying and seasonal
sales. Combination of inclusiveness, digital engagement, and product promotion through
Disney+ can not only keep the youth and women loyal to her but also strengthen her brand
identity.
Budget
The media budget is set to be below $10 million for advertising in the forgeable
future. Such a budget has to be split o serve the various segments or advertising channels.
Disney Streaming Service: Creative Brief Structure And Accompanying Report 17
This budget will serve the six most essential advertising channels, which include content
advertising, paid marketing, PR-Off page SEO influencers, marketing tech stack, events, and
customer advocacy referrals. Content marketing budget will serve videos, online materials,
and blogs. Paid marketing will serve ads for specific audiences while PR will target boosting
the brand image. Off-page SEO will serve the establishment of landing pages, while
influencers will be paid to influence new customers. Referrals will be rewarded for referring
new customers while Marketing Tech will cater to email advertising, analytical tools, and
social media. Events will also be funded to generate new customers as well as educating the
public through paid salespersons.
Campaign Evaluation Tools
The campaign’s success will be measured in how it relates to the masses and target
customers through the following tools.
The sales statistics and data analysis: According to Lawrence-Apfelbaum et
al. (2016, p.9) asserts that data and statistical analysis help an organization
maximize sales capacity while meeting the needs of customers.
The social media reach and engagement and shares through insights and
analytics: This method will allow Disney to identify areas to boost visibility
and ensure that it reaches a broader audience through the use of business
profiles (Lawrence-Apfelbaum et al., 2016, p.9)
Evaluation is done through media monitoring and impressions across major
press and media channels. It is achieved through the use of software to
compile and analyses information gat5hered form social media and traditional
media (Lawrence-Apfelbaum et al., 2016, p.10).
Website traffic, backlinks developing, and goal behavior (subscription).
Lawrence-Apfelbaum et al. (2016, p.11) assert that through analysis, website
traffic, backlinks, and goal behavior, an organization can target audience and
provide what they need on a timely basis.
Target audience awareness with Google analytics, trends for the term, and
Wikipedia stats. Lawrence-Apfelbaum et al. (2016, p.12) indicate that Google
analytics helps in providing organic searches, paid searches, social media,
referrals, and direct traffics, allowing a company to review what is working
and what is not working.
Disney Streaming Service: Creative Brief Structure And Accompanying Report 18
Survey questions are also critical in understanding the audience’s preferences
and tastes as well as brand perception. Lawrence-Apfelbaum et al. (2016,
p.14) say it is used to target audience, modify brands, and increase sales.
Disney Streaming Service: Creative Brief Structure And Accompanying Report 19
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