Disney’s Frozen Social Listening Report

  • Published on
    21-Apr-2017

  • View
    5.968

  • Download
    3

Embed Size (px)

Transcript

  • Disneys Frozen A Social Listening Report Wri3en by Iggy Gan & Jizelle Bandojo

  • Findings: 1. Bigger Share of Voice = Bigger Box Office

    Revenue $$$ 2. Disney owned accounts can spark trends and

    trigger conversations 3. Frozen appeals to a mostly female market

    (25-34) 4. Male characters in Frozen has a large male

    following, coming from the 25-34 age group, with at least 35% of the mentions coming from this demographic group.

    5. Let it Go generated over 2.8 million mentions since the films initial release up until 90 days after release. (See slide 28), and is still continuing to grow in popularity

    6. Frozens initial DVD release on March 18, 2014 made it the most talked about Frozen merchandise for this period, 90 days after the release of the feature film. (See slide 27)

    Executive Summary

    Recommendations 1. Increase how often the movie is mentioned

    online through user generated content campaigns and community engagement to increase movie ticket sales

    2. Establish owned accounts for Disney in Asia, specifically Facebook (Disney Asia), Twitter (@Disney_Asia) and Instagram (@Disney_Asia)

    3. Create an editorial calendar for social media content that targets females, ages 25-34. Spend a larger % of your ad budget on this audience.

    4. Create an editorial calendar for social media content that targets males, ages 25-34 using male characters as the focus.

    5. Create and promote a hit song, and you will have long term recall. Consider pushing viral user generated content similar to Call Me Maybe, Harlem Shake etc

    6. Run a lead generation campaign for pre-ordering the DVD (e.g. get peoples email/contact info in exchange for earlybird purchase and discount of the DVD) to build a massive database

    FACT: Compared to Maleficent, Frozen generated almost twice the number of mentions (1.1 million) on social media!!

  • 3

    Top 5 Cast Analysis

    Let it Go 5

    2

    General Overview

    Merchandising 4

    Top 5 Character Analysis 3

    1

    Findings and Recommendations 6

    Agenda

  • General Overview Part One

  • Total Volume of Mentions: 1,184,286 (November 27, 2013 February 27, 2014)

    There are two primary reasons why Frozen had a spike in menIons (49,938) last January 13, 2014 1. Frozen won as the Best Animated Feature Film at the Golden Globe Awards 2014. 2. It was announced that Frozen will have its Broadway debut by Disney CEO, Bob Iger.

    [Link]

    Total 1,184,266

    PosiIve 22.76% (269,662)

    NegaIve 7.36% (87,129)

    Neutral 69.88% (827,585)

    Total Mentions of Frozen

  • 505,506, 63%

    292,090, 37%

    Unlike Maleficent, Frozen generated almost twice the number of mentions compared to Maleficent, from their date of release and 30 days thereafter. While Maleficent had good feedback, Frozen had the larger share of voice because of the recall of characters, exposure of cast members in the media, and songs such as Let it Go.

    Frozen vs. Maleficent

  • On the international release date of Frozen and 30 days thereafter, it got the most number of mentions (89.6%) compared to all of the feature films released within the day, such as Oldboy, Homefront and Black Nativity. This number of mentions reflect on the box office earnings of these films overtime. [Link] See Findings and Recommendations for feedback.

    Frozen vs. Other Movies Released in same period

  • English 1535150 Spanish 50164

    Indonesian 21462 Thai 16566

    Portuguese 16090 Italian 15867 Dutch 6570 Malay 6061 Korean 5759 Japanese 5538 French 5514 German 4068 Filipino 2848 Turkish 2796 Swedish 2595

    United States 1278891 Canada 59848 United Kingdom 49780 Thailand 35090

    Netherlands 23983 China 23918 Brazil 21472

    Indonesia 20384 Singapore 16157 Philippines 15887 Malaysia 15643 Australia 10971 Spain 9969 Greece 9497 Mexico 9281

    Top 15 Languages

    Top 15 Countries

    Twi3er 68%

    Facebook

    14%

    Comments 4%

    Blogs 3%

    Forum Replies 3%

    Videos 2%

    Mainstream News 2%

    Aggregator 2%

    Buy/Sell 1%

    Forums 1%

    Images 0%

    Share by Media Type

    SenEment

    Total 1,184,266

    PosiIve 22.76% (269,662)

    NegaIve 7.36% (87,129)

    Neutral 69.88% (827,585)

    Channel, Country and Language

  • Total

    1,184,266

    PosiIve

    22.76% (269,662)

    Female 77.3%

    Male 22.7%

    Note: Demographics data is only available for the latest 7 days

    Frozen Fan (positive) Demographics

  • Total

    1,184,266

    Female 75.3%

    Male 24.7%

    NegaIve 7.36% (87,129)

    Note: Demographics data is only available for the latest 7 days

    Frozen Hater (negative) Demographics

  • Total

    1,184,266

    Female 69.4%

    Male 30.6%

    Neutral 69.88% (827,585)

    Note: Demographics data is only available for the latest 7 days

    Frozen Neutral Demographics

  • Cast Analysis Part Two

  • Idina Menzel (Elsa) has the most share of Voice due to her performance at the Academy Awards, which had over 4,900 posts at its peak.

    Frozen Cast Share of Voice

  • Total 125,181

    PosiIve 12.5% (15,600)

    NegaIve 1.8% (2,274)

    Neutral 85.70% (107,307)

    Cast: Idina Menzel Mentions: 125,181 (58.5%)

    Idina Menzel (Elsa) has the most share of Voice due to her performance at the Academy Awards, which had over 4,900 posts at its peak. Note: Demographics data is only

    available for the latest 7 days

    Idina Menzel Audience Demographic

  • Total 46,639

    PosiIve 17.60% (8,288)

    NegaIve 2.30% (1,061)

    Neutral 80.20% (37,390)

    Cast: Kristen Bell Mentions: 46,639 (21.8%)

    Kristen Bell is the second most liked cast member in terms of volume, following Idina Menzel.

    Note: Demographics data is only available for the latest 7 days

    Kristen Bell Audience Demographic

  • Total 21,028

    PosiIve 21.60% (4,597)

    NegaIve 1.40% (304)

    Neutral 76.70% (16,127)

    Cast: Josh Gad Mentions: 21,028 (9.8%)

    Jonathan Groff (Kristoff) is the fourth most liked cast member, with 4,597 positively tagged posts.

    Note: Demographics data is only available for the latest 7 days

    Josh Gad Audience Demographic

  • Cast: Jonathan Groff Mentions: 14,213 (6.6%)

    Total 14,213

    PosiIve 24.6% (3,515)

    NegaIve 2.60% (366)

    Neutral 72.70% (10,332)

    Jonathan Groff (Kristoff) is the fourth most liked cast member, with 24.6% positive sentiment.

    Note: Demographics data is only available for the latest 7 days

    Jonathan Groff Audience Demographic

  • Cast: Santino Fontana Mentions: 7,046 (3.3%)

    Total 7,046

    PosiIve 25.9% (1,828)

    NegaIve 1.60% (110)

    Neutral 72.50% (5,108)

    Jonathan Groff (Kristoff) is the fifth most liked cast member, with 1,828 positively tagged mentions.

    Note: Demographics data is only available for the latest 7 days

    Santino Fontana Audience Demographic

  • Character Analysis Part Three

  • Similar to the ranking of cast members, the ranking of the characters follow the same pattern: 1. Elsa Idina Menzel 2. Anna Kristen Bell 3. Olaf Josh Gadd 4. Kristoff Jonathan

    Groff 5. Hans Santino

    Fontana

    Frozen Character Share of Voice

  • Character: Elsa Mentions: 497,833 (34.8%)

    Total 497,833

    PosiIve 9.20% (46,319)

    NegaIve 6.50% (32,525)

    Neutral 84.20% (418.988)

    Similar to the ranking of cast members, the ranking of the characters follow the same pattern: 1. Elsa Idina Menzel 2. Anna Kristen Bell 3. Olaf Josh Gadd 4. Kristoff Jonathan Groff 5. Hans Santino Fontana

    Elsa Audience Demographic

  • Character: Anna Mentions: 378,404 (26.5%)

    Total 378,404

    PosiIve 8.60% (32,817)

    NegaIve 2.80% (10,474)

    Neutral 88.60% (335,123)

    Anna is the third most liked character, following Elsa and Olaf.

    Note: Demographics data is only available for the latest 7 days

    Anna Audience Demographic

  • Character: Olaf Mentions: 314,472 (22.0%)

    Total 314,472

    PosiIve 16.6% (52,510)

    NegaIve 1.80% (5,730)

    Neutral 81.50% (256,231)

    Olaf is the most liked character in Frozen with 16.6% positive sentiment. The next most liked character, Elsa, has 9.20% positive sentiment. Note: Demographics data is only

    available for the latest 7 days

    Olaf Audience Demographic

  • Character: Kristoff Mentions: 165,742 (11.6%)

    Total 165,742

    PosiIve 4.60% (7,732)

    NegaIve 0.9% (1.570)

    Neutral 94.40% (156,390)

    Olaf is the fourth most liked character from Frozen, with 4.60% positive sentiment.

    Kristoff Audience Demographic

  • Total 72,735

    PosiIve 9.60% (6.997)

    NegaIve 5.80% (4,176)

    Neutral 84.60% (61,202)

    Character: Hans Mentions: 72,735 (5.1%)

    Even though the storyline sees Hans as a villain, mentions about him are still more positive than negative, by a 5:9 ratio.

    Note: Demographics data is only available for the latest 7 days

    Hans Audience Demographic

  • Merchandising Part Four

  • People were most excited about the DVD release of Frozen on March 25, as it was available for pre-order in retailers such as Wal-Mart in the U.S. a month before its actual release.

    Merchandising Share of Voice

  • DVD/Blu-Ray Mentions: 100,024 (52.5%)

    Total 100,024

    PosiIve 9.70% (9.679)

    NegaIve 2.90% (2,909)

    Neutral 87.40% (87,435)

    Note: Demographics data is only available for the latest 7 days

    DVD/Blu-Ray Audience Demographic

  • Clothing Mentions: 46,633 (24.5%)

    Total 46,633

    PosiIve 12.90% (6,036)

    NegaIve 9.00% (4,169)

    Neutral 78.10% (36,408)

    Note: Demographics data is only available for the latest 7 days

    Clothing Audience Demographic

  • Musical Mentions: 31,358 (16.5%)

    Total 31,358

    PosiIve 22,4% (7,010)

    NegaIve 3.90% (1,024)

    Neutral 69.88% (23,324)

    Note: Demographics data is only available for the latest 7 days

    Musical Audience Demographic

  • Toys Mentions: 12,515 (6.6%)

    Total 12,515

    PosiIve 15.8% (1,977)

    NegaIve 3.50% (437)

    Neutral 80.7% (10,101)

    Note: Demographics data is only available for the latest 7 days

    Toys Audience Demographic

  • Let it Go Part Five

  • Let it Go generated 2,853,232 mentions globally since the release of the movie on November 27, up until 90 days since the release of the film.

    1. January 1 - Hyorins (Korean singer) rendition of Let it Go generated 43.939 mentions. 2. January 5 Unofficial Twitter account Disney Words (@disneywords) quoted a line from Let it Go

    which generated 4,208 retweets and 2,463 favorites. [Link] 3. January 17 Demi Lovato (@ddlovato) announced the nomination of Let it Go as a Best Original

    Song at the Academy awards. This generated 18,772 retweets and 19,627 favorites. [Link]

    1 2

    3

    Total 2,853,232

    PosiIve 7.11% (202,812)

    NegaIve 8.34% (237,882)

    Neutral 84.56% (2,412,598)

    Let It Go Song Mention Trend

  • PosiIve 7.11% (202,812)

    Female 70.3%

    Male 29.7%

    Total 2,853,232

    Note: Demographics data is only available for the latest 7 days

    Let It Go Fan (Positive) Audience Analysis

  • Female 70.6%

    Male 29.4%

    NegaIve 8.34% (237,882)

    Total 2,853,232

    Note: Demographics data is only available for the latest 7 days

    Let It Go Hater (Negative) Audience Analysis

  • Neutral 84.56% (2,412,598)

    Female 70.2%

    Male 29.8%

    Total 2,853,232

    Note: Demographics data is only available for the latest 7 days

    Let It Go Neutral Audience Analysis

  • Findings and Recommendations

    Part Six

  • 38

    Bigger Share of Voice = Bigger Box Office Revenue Finding: Seizing the opportunity to raise awareness of a film is not just a social media thing it has an impact in the box office revenue that a film could have. Time and again, it has been proven by feature films, most of which have the largest Share of Voice in social media and has the highest grossing revenue globally at the same time. Recommendation: Increase how often the movie is mentioned online through user generated content campaigns and community engagement to increase movie ticket sales.

    Film Mentions Worldwide Gross

    Frozen 831,085 $1,263,716,698

    Hunger Games: Catching Fire 761,269

    $864,565,633

    Thor: The Dark World 639,020

    $644,783,140

    Homefront 18,131 $43,058,808

    Old Boy 31,208 $2,193,658

    Frozen, 831085

    Hunger Games, 761269

    Thor, 639020

    Oldboy, 31208

    Homefront, 18131

    Finding 1: How to get Bigger Box Office Revenue

  • 39

    Disney owned accounts can spark trends and trigger conversations Finding: Asia is the largest moviegoer market in the world (Link) and putting all Disney related content in a social media network specific to Asia can make Disney Asia a strong Recommendation: Establish owned accounts for Disney in Asia, specifically Facebook (Disney Asia), Twitter (@Disney_Asia) and Instagram (@Disney_Asia)

    Finding 2: Content Creation Via Disney Social Accounts

  • 40

    Frozen appeals to a mostly female market (25-34) Finding: Women from the 25-34 age group make up over 60% of the positive mentions toward any aspect of the film, cast, characters, or merchandise. Gearing content related towards this large market segment can push not only the social media efforts of Disney Asia, but can also be an opportunity to sell merchandise such as but is not limited to musicals, clothing and the like. Recommendation: Create an editorial calendar for social media content that targets females, ages 25-34. Spend a larger % of advertising budget on this demographic.

    Finding 3: Target audience Are mostly Female (25-34)

  • 41

    Finding: Male characters in Frozen has a large male following, coming from the 25-34 age group, with at least 35% of the mentions coming from this demographic group. Recommendation: Gearing content related towards this large market segment can push not only the social media efforts of Disney Asia, but can also be an opportunity to sell merchandise such as but is not limited to musicals, clothing and the like. Create an editorial calendar for social media content that targets males, ages 25-34 using male characters as the focus.

    Finding 4: Men like the male characters

  • 42

    Hit Song = Long-Term Brand Recall Finding: Let it Go was not that popular during the release period of Frozen, but it started gaining traction long after the film was shown in theaters. Let it Go was a perfect example in terms of brand recall, and brand loyalty through merchandising is easy to endorse to people who like the song and the film. Recommendation: Use Let it Go as an archetype for other OSTs to be released by Disney. Create and promote a hit song, and you will have long term recall. Consider pushing viral user generated content similar to Call Me Maybe, Harlem Shake etc

    Finding 5: Make a hit song

  • 43

    DVD Pre-release of Frozen is an opportunity to build a large database of customers Finding: Most of the mentions about Frozen in terms of DVD/Blu-ray are mostly from pre-sale buzz. It is evident that if people like the brand and are excited about the merchandise, preselling is not that hard to promote. Recommedation: Use learnings from Frozen at how pre-sell can be initiated through another Disney film that has a DVD/Blu-ray release in Asia.

    Finding 6: People will do anything to get the DVD

  • 44

    The End