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Baby Yoda did it right

We talked about failure, yes we did. Now is the time for us to talk about success. There are several social media campaigns that did it right, let’s take a look at what Disney+ did when launching its streaming platform with The Mandalorian as their winning card.

Context: Streaming platforms

Netflix, a streaming platform founded in 1997, launched its streaming on-demand platform in 2007. The leading platform for almost 12 years, lacked a strong competitor that could take their viewers away grew from 1.36 billion to 25 billion in terms of revenue in this period, having also an increasing trend in subscribers by year. During 2009-2019 Netflix was the best-performing stock, with more 4.000% return.[1]

What happened that day: November 12th

That day was THE day, but Disney+ has been talking about this since 2 years before:

Figure 1: https://www.launchnotes.com/blog/how-they-launched-it-disney-plus

That Tuesday, November 12th 2019, Disney+ launched its streaming platform. Disney+ was coming to confront Netflix and had to make it right. Although they started promoting the platform in April 2019, by revealing the real launch day, the launching day was November 12th, and was on that day that social media became crazy with commenting about this new platform, and of course, this new series.

These mentions in social media kept increasing during the following month, and also the positive sentiment of the brand.


Figure 2: Source https://netbasequid.com/blog/disney-baby-yoda/

What Disney+ did well, was to select the right content to promote their platform. They used several Disney’s characters in organic posts to promote the platform, and also did funny Twitter conversations with Disney’s other sub-brands like Pixar, Marvel, Star Wars, or Nat Geo’s accounts. Check out this Twitter thread about Disney+ content.

In addition, they put efforts into promoting the new Star Wars saga-related hit: The Mandalorian. Star Wars is, by far, one of the most viewed sagas in the United States (almost 70% of the Americans saw at least one of the Star Wars Movies according to this study), being the Episode V: The Empire Strikes Back the most viewed (49% of the American population according to Statista’s Study.) By doing this, the well known Disney company attracted an audience that was probably different from the audience that you expected to have: they targeted Star Wars Fans, who probably also have kids, who probably will be consumers of what Disney+ have to offer to them, and to their parents. Baby Yoda was the star of the day.

Baby Yoda’s drawings were all over social media, celebrities mentioning how cute he was, tweets and posts showing love for Baby Yoda in the first 24 hours gave Disney+ the diffusion it needed.

By the numbers

Disney+ had more than 10 million subscribers on the very first day, the app was downloaded 3.2 million times. While The Mandalorian had 2 million streams in the same 24hours.[1] Want to know a detail: its social media campaign was (almost) organic.

What is funny, or interesting, is that for example, Disney+ spent less than $5.000 on Facebook ads. It’s real big paid social media campaign was done one year after the launching of the platform.[2]

The platform’s marketing campaign goal was to reach 95% of the target audience which meant to be present in 100 million homes. Oh yes, they did it. I hope you liked today’s “Let’s talk about…” topic; I look forward to reading your comments and positions about it! If you want to read more about Marketing Insights and beyond, visit letstalkabout.tips


[1] https://www.theverge.com/2019/11/13/20963172/disney-plus-subscribers-10-million-star-wars-marvel-pixar-launch

[2] https://www.launchnotes.com/blog/how-they-launched-it-disney-plus#an-organic-social-media-blitz

[1] https://www.cnbc.com/2019/12/23/netflix-was-the-top-stock-of-the-decade-delivering-over-4000percent-return.html

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