Uma empresa de Relações Públicas estudou o Moms Panel para avaliar seu impacto nas medias sociais e publicou em seu site o parecer. Segue abaixo o artigo original em inglês:
CASE STUDY:
WALT DISNEY WORLD | MOMS PANEL
ISSUE:
Walt Disney World challenged Coyne PR to
help lead them into online and social media to connect with their key
target audience – moms.
IDEA:
Building on the insight that moms rely on
other moms for advice, especially first-time visitors, Coyne PR
developed a PR program that would leverage the social media space in a
creative and viral way. The team created the first-ever Walt Disney
World Moms Panel (www.disneyworldmoms.com), an online forum providing
guests with insider tips and insights from parents who have the passion
and knowledge to create an ideal Walt Disney World vacation experience
for others. The multi-tiered program was designed to generate various
waves of excitement, which included: a nationwide search for 12
park-savvy parents who know the “ins and outs” to all things Disney
World; Disney spokesperson partnership with “The Travel Mom,” Emily
Kaufman; a strong viral and local marketing media strategy to announce
the 12 panelists and to soft launch the online Moms Panel. The media
strategy targeted mommy bloggers, Disney fan sites and discussion boards
and included local market print and broadcast outreach for each
panelist, as well as select pitches to top-tier family parenting and
women’s trades. Coyne’s Design Department developed the creative
elements from logo design to media kit.
Once the winners were named, Coyne PR created the Moms Panel Training Week to serve as an orientation into the Panel. Disney Parks invited the 12 panelists – the eleven moms and one dad – to Walt Disney World to participate in the specialized training sessions, which included media training, a Web tutorial for the site, photo shoots, one-one-one meetings with executives and various park and property tours. These 12 park-savvy parents currently sit on the first-ever Walt Disney World Moms Panel and share their knowledge with others who are planning magical vacations of their own. Potential visitors simply go to the site and either ask questions directly or search questions by topic/video to find out what the panelists have to say.
Once the winners were named, Coyne PR created the Moms Panel Training Week to serve as an orientation into the Panel. Disney Parks invited the 12 panelists – the eleven moms and one dad – to Walt Disney World to participate in the specialized training sessions, which included media training, a Web tutorial for the site, photo shoots, one-one-one meetings with executives and various park and property tours. These 12 park-savvy parents currently sit on the first-ever Walt Disney World Moms Panel and share their knowledge with others who are planning magical vacations of their own. Potential visitors simply go to the site and either ask questions directly or search questions by topic/video to find out what the panelists have to say.
IMPACT:
The response from consumers was
overwhelming; the search received tens of thousands of entries. There
has been more than 420 million in viewership and circulation to-date,
encompassing print, broadcast and social media coverage. The site
continues to see strong, steady unique viewers per month and routinely
generates hundreds of questions per week from consumers. Based on the
results of the program, Walt Disney World plans to continue to grow and
expand the Walt Disney World Moms Panel in the years to come.
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