World of Disney

Creating message relevance through analysis and insight

Walt Disney’s World of Disney store is a shopping and entertainment destination in the heart of New York City. When the store’s Princess Program saw sales drop drastically, the California-based Walt Disney Company wanted to leverage data as a base for more targeted marketing creative and messaging. So we used insights from intensive analysis of past guest attributes to create three distinct parent profiles— those seeking to make memories, ultra-busy working parents and more aspirational audiences — and drive a much more relevant and compelling cross-channel approach .

Success
Using data intelligence and insights to inform content and creative led to an exponential lift in sales and consequent extension of the Princess Program.