In an increasingly competitive market for family entertainment dollars, Disney Parks aimed to boost visitor acquisition with a particular focus on engaging Millennial Parents. Historically, efficiently reaching and captivating hard-to-reach Millennials to stimulate registrations and bookings was a big challenge for a big brand.
Leveraging Response Media’s proprietary data and analytics platform, a tailored buyer segmentation strategy was crafted to identify audiences most receptive to Disney’s offerings. A meticulous approach enabled us to pinpoint Millennial Parents as a key target demographic. Subsequently, we orchestrated a multi-channel campaign employing digital media and direct mail to effectively target and engage prospective Millennial Parents. Following initial engagement contact, a data-led email nurture strategy was implemented to seamlessly transition prospects into confirmed guests.
$1.5M+ Bookings Attributed to the Campaign: The direct impact on bookings highlighted the campaign’s success in not only attracting interest but also converting leads into valuable customers.
3M+ Inquiries and Registrations Generated: The campaign succeeded in generating significant interest with inquiries that converted to registrations, highlighting an effective effort to capture the attention of the target demographic.
6:1 ROAS (Return on Advertising Spend): The return on investment was significantly higher than any previous campaign, underlining the campaign’s efficiency in driving tangible results.
