Walt Disney World
Disney engaged parents with conversation-driven touchpoints to enhance their resort planning and booking
“WDW can require a lot of planning and there is a huge amount of info for families to look into. To be able to show this info in a dynamic way, drive awareness of the current offer and most importantly create a platform for Disney fans to share tips and advice was extremely beneficial to WDW and our campaign. A great success working with Mumsnet and a great team to work with.”
- Walt Disney World (2023)
Brief in brief
Drive awareness of Disney’s Early Booker Offer and consideration of booking a 2023 WDW holiday amongst parents of primary school children.
Opportunity
Most families visit a Disney resort at least once, and when they do it requires a lot of planning, which means we consistently have a huge volume of parents coming to Mumsnet to ask for advice both before and after they’ve booked.
Partnership overview
We leveraged conversation-driven touchpoints, allowing Disney to take ownership of discussions about their resort on Mumsnet. We created a dedicated talkboard to host organic conversations from the past, present, and future. Recognising that Disney-planning parents seek advice from experienced travellers, we introduced ‘Ask the community’ and ‘Ask me anything’ sessions, where users can read and ask about all things WDW, making it easier for them to plan and book a WDW 2023 holiday.
Results
Campaign content achieved a total of 87.6k page views and engagements:
11,845 engagements (+538% KPI) were achieved from the ask me anything responses, discussion responses, competition entries, quiz entries
The campaign achieved 75,263 page views (+124% KPI)
Ask the community achieved 3:04 mins dwell time (+245% KPI):
A discussion inviting users to share their own tips and advice for planning and experiencing a trip to WDW
The exceptionally high dwell time indicates that users found this discussion valuable, making it a useful resource for those planning or considering a trip to WDW - answering all their questions, making the consideration to purchase gap smaller
Ask me anything achieved 2:10 mins dwell time (+173% KPI):
We recruited two Mumsnet Disney experts to answer users’ questions about planning a trip to WDW
This leveraged Mumsnet’s strength as a platform for peer-to-peer recommendations and knowledge sharing, fostering conversation that led to a 50% increase in engagements compared to the KPI
