Disney+
Philippines Launch
Social, Influencer, Activation
Three long years after its global debut, Disney+ was finally ready to greet fans in the Philippines, “Mabuhay!” But this was November 2022, when the direct-to-consumer market there was heavily saturated with far more established players like Netflix, Viu and iQIYI. There was a whole lot of noise to break through, and a vast and diverse nation to penetrate. How did we establish our presence strongly and quickly, connecting with Filipinos without relying on mainstream media? Not to mention, expand brand perception and love to encompass stories beyond nostalgia fare, from STAR and National Geographic too?
We developed a high-volume content engine, producing social media pieces that hit home for multiple audiences at scale and inspired them imagine more with Disney+.
Recognising Filipinos’ many different passions and behaviours, we identified a host of consumer cohorts, such as karaoke stars, never-grew-up grownups, hallyu enthusiasts and more. Applying to them platforms and cultural insights, we then crafted contextual creatives that spoke to our audiences’ hearts. These took the form of language classes,
More brand awareness sizzles linked below:
reasons to stream,
memes,
interactive storytimes
and more, which we expanded into serialised formats to reach a myriad of interests.
Wasting no time at all to rally our community on the ground, we produced immersive AR filters,
hosted a duet challenge
and enlisted KOLs to react and recreate scenes too,
so everyone lived and breathed Disney+ stories with much hype!
Off the back of 553 content pieces (that’s just the first six weeks going live, too), we made 557 million impressions and got 44 million conversations for our Philippines launch. With 400,000 followers gained in our first 1.5 months, we pulled off Disney+’s most successful launch ever in the region! Now that we’d connected our Filipino audiences with the stark breadth of content on offer, the stage was set for a whole new world of shining, shimmering, splendid memories to be made.