Central Co-op – Boost Customer Engagement Using Gamification

What was the Problem?

In the aftermath of the pandemic, our Disney guests’ interaction with our email programme had dwindled, taking revenue down with it. Our mission? To breathe new life into guest engagement, reignite revenue streams, and deliver the Disney magic to supercharge the programme’s future success.

What was the strategy?

We embarked on a year-long journey that would redefine what is possible within email marketing. Through a fusion of cutting-edge technology, data analytics, and a deep understanding of guest preferences, we crafted a programme to drive engagement and value, and deepen data points within our first-party data.

What was the campaign solution?

Unleash the extraordinary within email, infusing it with the genuine magic and boundless joy found across Disney’s cherished properties. Create a truly innovative technological foundation for the program, empowering an unparalleled degree of interactivity that ignites customer engagement and fuels action like never before.

What were the results?

In the aftermath of the pandemic, our Disney guests’ interaction with our email programme had dwindled, taking revenue down with it. Our mission? To breathe new life into guest engagement, reignite revenue streams, and deliver the Disney magic to supercharge the programme’s future success.
Easter

Campaign in Detail

Strategy

We know that two metrics directly influence a Disney guest’s long term value: the number of different categories they engage with, and the depth of that engagement.

Disney’s EMEA email programme was an engine of this engagement, but in 2022 response had started to falter, as disrupted customer behaviours settled into new patterns.

Our strategy needed to influence both of these levers – while allowing us to collect valuable, actionable customer insights – conveying the joy of Disney within this typically performance-focused channel.

We set out to elevate the inbox experience beyond imagination, delivering the innovation, magic and wonder that Disney is famous for. We’d stretch the art of the possible to make emails more interactive and more clickable than ever before – an unparalleled, year-long customer experience.

This focus on hyper-interactivity had two core strategic purposes:

  1. Wow customers with something they’d never seen before, inspiring action through a true sense of wonder.
  2. Drive maximum engagement within the email itself. Following Apple’s Privacy Policy changes, click-based interactivity would allow us to identify active customers, deepen our first-party data, and progressively optimise the effectiveness of the programme and future communications.

The programme was ambitious to say the least – a year-long strategy, planned around 18 tentpole moments in the calendar and deployed across 13 EMEA countries. Behavioural segmentation, created from multiple data points, ensured that we maximised every cross-sell opportunity across Disney’s portfolio – from movies and merchandise to theme parks and West End shows – and properties, such as Marvel and Star Wars.

Solution

We know that two metrics directly influence a Disney guest’s long term value: the number of different categories they engage with, and the depth of that engagement.

Disney’s EMEA email programme was an engine of this engagement, but in 2022 response had started to falter, as disrupted customer behaviours settled into new patterns.

Our strategy needed to influence both of these levers – while allowing us to collect valuable, actionable customer insights – conveying the joy of Disney within this typically performance-focused channel.

We set out to elevate the inbox experience beyond imagination, delivering the innovation, magic and wonder that Disney is famous for. We’d stretch the art of the possible to make emails more interactive and more clickable than ever before – an unparalleled, year-long customer experience.

This focus on hyper-interactivity had two core strategic purposes:

  1. Wow customers with something they’d never seen before, inspiring action through a true sense of wonder.
  2. Drive maximum engagement within the email itself. Following Apple’s Privacy Policy changes, click-based interactivity would allow us to identify active customers, deepen our first-party data, and progressively optimise the effectiveness of the programme and future communications.

The programme was ambitious to say the least – a year-long strategy, planned around 18 tentpole moments in the calendar and deployed across 13 EMEA countries. Behavioural segmentation, created from multiple data points, ensured that we maximised every cross-sell opportunity across Disney’s portfolio – from movies and merchandise to theme parks and West End shows – and properties, such as Marvel and Star Wars.

growth in active customers
0 %
increase in unique clicks
0 %
increase in conversion
0 %

We know that two metrics directly influence a Disney guest’s long term value: the number of different categories they engage with, and the depth of that engagement.

Disney’s EMEA email programme was an engine of this engagement, but in 2022 response had started to falter, as disrupted customer behaviours settled into new patterns.

Our strategy needed to influence both of these levers – while allowing us to collect valuable, actionable customer insights – conveying the joy of Disney within this typically performance-focused channel.

We set out to elevate the inbox experience beyond imagination, delivering the innovation, magic and wonder that Disney is famous for. We’d stretch the art of the possible to make emails more interactive and more clickable than ever before – an unparalleled, year-long customer experience.

This focus on hyper-interactivity had two core strategic purposes:

  1. Wow customers with something they’d never seen before, inspiring action through a true sense of wonder.
  2. Drive maximum engagement within the email itself. Following Apple’s Privacy Policy changes, click-based interactivity would allow us to identify active customers, deepen our first-party data, and progressively optimise the effectiveness of the programme and future communications.

The programme was ambitious to say the least – a year-long strategy, planned around 18 tentpole moments in the calendar and deployed across 13 EMEA countries. Behavioural segmentation, created from multiple data points, ensured that we maximised every cross-sell opportunity across Disney’s portfolio – from movies and merchandise to theme parks and West End shows – and properties, such as Marvel and Star Wars.

More Case Studies

Benefit Cosmetics

Benefit Cosmetics

Benefit Cosmetics

Benefit Cosmetics