Central Co-op – Boost Customer Engagement Using Gamification
What was the Problem?
What was the strategy?
What was the campaign solution?
What were the results?
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:
- Wow customers with something they’d never seen before, inspiring action through a true sense of wonder.
- 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:
- Wow customers with something they’d never seen before, inspiring action through a true sense of wonder.
- 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.
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:
- Wow customers with something they’d never seen before, inspiring action through a true sense of wonder.
- 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.