LUCKY SATURDAYS / DISNEY CHANNEL
Objective: Boost viewership and engagement for Disney Channel’s Saturday morning time slot, traditionally populated with rerun content.
Strategy: Develop an engaging, interactive online competition to rejuvenate interest and drive increased tune-ins among the target demographic of children and their parents.
Execution:
Concept Ideation: Crafted a unique competition concept centered around spotting special symbols during the Saturday morning time slot, creating an interactive and exciting experience for viewers.
Branding and Creative Development: Developed the competition's name, mechanic, and visual direction, ensuring alignment with Disney Channel’s brand identity.
Production Coordination: Collaborated with a production company to oversee the shoot, ensuring high-quality execution of the campaign visuals and video content.
Content Creation: Authored compelling copy and directed the voice-over artist to bring the campaign to life, maintaining a tone that resonates with the young audience.
Website Management: Led the project management for the competition website, ensuring a seamless user experience and robust functionality.
Music Direction: Briefed the composer to create an engaging soundtrack that complements the competition’s energetic vibe.
Results:
Increased Engagement: Achieved a 39% increase in Saturday morning viewership within the first month of the campaign.
Online Participation: Garnered over 50,000 entries in the online competition, significantly boosting online traffic and interaction.
Brand Loyalty: Enhanced viewer loyalty and excitement for Disney Channel’s content, even with reruns, through a fresh and engaging promotional strategy.
KPI Highlights:
Viewership Growth: 39% increase in Saturday morning audience.
Online Entries: Over 50,000 competition entries.