Campanie
General Information:
Strategic approach:
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CONTEXT Our journey embarked with a pivotal briefing from Disney Plus, entrusting us with the task of crafting a compelling media campaign for the highly anticipated launch of Loki Season 2. The mandate was crystal clear: orchestrate a campaign that not only amplified excitement but also propelled the series into a must-watch event on Disney+. In our local market setup, our agency was entrusted with managing upper funnel media campaigns, aimed at creating broad awareness and sparking anticipation among audiences. However, essential lower funnel media initiatives, like search-based strategies, were under centralized management. CHALLENGES Centralized vs Localized Campaign Management The division of upper and lower funnel campaigns between central and local campaign management introduced a layer of complexity. Local markets were responsible for creating awareness and driving engagement, while the effectiveness of central conversion initiatives relied significantly on the scale and relevance achieved in the upper funnel. Striking a balance between localized engagement and the necessity for a cohesive, impactful overall campaign became a critical challenge. The centralized nature of lower funnel conversion efforts meant that their success was inherently tied to the scale and effectiveness of the upper funnel campaign. This interdependence underscored the need for a meticulously planned and flawlessly executed upper funnel strategy to ensure optimal outcomes at the conversion stage. Scaling Marvel Fandom Marvel fans were identified as the high-propensity audience for the campaign. However, the challenge was not only to target this audience but to scale the reach significantly. While Marvel's fan base is substantial, reaching a massive audience while maintaining relevance required a nuanced understanding of audience behavior, preferences, and the ability to tailor messaging dynamically. In the face of these challenges, we had to explore innovative strategies, data-driven insights, and programmatic approaches that were deployed to overcome these hurdles and deliver a highly effective and impactful campaign for the launch of Loki Season 2 on Disney+. Objective Build significant awareness of Loki Season 2. The objective for the whole digital campaign was to deliver 60% reach @3+ on target audience. Approach Our approach to the Disney+ Loki Season 2 launch campaign centered on a nuanced understanding of our diverse target audiences, each with distinct characteristics and priorities. The brief specified three main audience segments: 1. Marvel fans, the audience with highest content affinity. 2. Adult streamers 3. Families 13+: largest audience, the audience that can scale results These segments were not confined to a single, consistent variable for segmentation. Instead, it follows a macro-heterogeneous approach, considering a range of factors such as interests, demographics, and consumption patterns. Our task was to mirror this macro-heterogeneous segmentation into specific granular audiences, allowing us to profile high-propensity audience members. Given the varied nature of our audience clusters, we understood the need to delve into data to understand at granular level what topic correlations we could use in our targeting. To identify potential Marvel fans and to reach streamers and families 13+ in a content-relevant environment, we used an out of the box approach, using Google Ads Search keyword analysis for a programmatic campaign implemented in Google DPS Display and Video 360. Our colleagues in the Publicis Data Intelligence unit performed an advanced keyword analysis to identify correlated keywords around key clusters relevant for our segments. The process began with a comprehensive manual research phase to define initial seed keywords and topic clustering. We then iteratively fed these seed keywords multiple times through the Keyword Planner using the Google Ads API. At each step, we enriched the seed search terms with all suggested expressions from the prior iteration, expanding the scope of our search. Once the extensive list of expressions was extracted, a proprietary Publicis machine learning algorithm came into play. This algorithm was designed to classify the extracted expressions into relevant categories for a synthesis analysis. It brought a layer of AI to the process, enabling us to discern patterns, identify correlations, and categorize the keywords into meaningful clusters. By pushing the boundaries of traditional segmentation and leveraging advanced keyword analysis, we not only identified high-propensity audiences but also ensured that our targeting was laser-focused and contextually relevant. This innovative approach allowed us to reach the diverse audience segments with precision, enhancing attention KPIs, and laying the foundation for a highly effective programmatic media campaign. |
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