As part of Disney’s Christmas ‘Bring the Magic Home’ Christmas campaign, this was a last minute brief to create a digital component which achieved cut-through with key Disney target audiences on Facebook. The aim was to drive engagement and dwell time across multiple consumer product categories such as DVDs, toys & homeware.
To make an impact, at a busy time of year when media costs can escalate, we innovated around a new competition format which Facebook had recently launched. Using a ‘Pick, Mix & Win’ idea that would stand out on the Facebook feed, we asked consumers to pick their favourite Disney Movie, soft toys and range of kitchenware from an interactive Facebook canvas we created. We asked them to take a screenshot of their choices and post the photo in the comments to the original post. A number of winners were then chosen at random, receiving their product selection. The canvas linked through to a retail environment where products could be bought.
The campaign was simple, engaging and successful delivering;
• An unprecedented 76 sec average canvas dwell time (industry average: 15 sec.)
• A large amount of commenting and social interaction - a large volume of entrants posted a lengthy comment explaining their selection and that their kids got involved
• 8.2k+ competition entries,
• Return on ad spend of 6.17