Increase brand consideration and new subscriptions

Campaign Objectives

Increase Brand Consideration and New Subscriptions
Disney+ transported listeners into the Mulan movie by incorporating real scenes from the movie to drive excitement for the movie release using data points such as daypart and day of week. The campaign’s secondary objective was to increase new subscriptions to Disney+ by serving consumers real content that is available on the streaming platform.

Listen to the dynamic ad variants here:

Version 1

Tuesday

Mobile

“A special treat…”

Apple TV App

Version 2

Friday

TV

“Family movie night…”

Sky Store

Data Points

Daypart
Rotation
Mobile

Results

481
Ad Variants
21.4%
Increase in Brand Consideration
64%
Increase in Purchase Intent
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