First-Of-Its-Kind! Disney100 on TikTok
Here is Huating’s marketing channel.
On October 13th, TikTok and Disney began the partnership with a first-of-its-kind content hub celebrating 100 years of the Walt Disney Company.
As per TikTok：
“Beginning on October 16th, in honor of The Walt Disney Company’s 100th anniversary, we’re giving the passionate community of Disney enthusiasts on our platform a first-of-its-kind destination within TikTok that invites Disney fans to a unique interactive experience where stories, magic, and memories come together.”
TikTok posted a video showing what this content hub looks like.
As outlined in the clip above, as part of the 4-week activation, fans will be able to watch videos from across Disney’s brands, create their own videos with Disney music and effects, play daily Disney trivia, and collect and trade “Character Cards” of favorite characters to win unique profile frames to show off their fandom.
Clever partnership, hugely beneficial to both companies.
DISNEY:
1. TikTok’s active users overlap heavily with Disney’s fans, so this partnership is a good opportunity that brings Disney closer to fans and helps maximize its reach and relevance on TikTok.
2. TikTok’s powerful and superior algorithms can accurately and efficiently target various types of users to help Disney expand its reach. TikTok is able to identify users who have a high interest in Disney and to recommend the Disney Content Hub to them; TikTok also utilizes a variety of labels to tag users and accurately recommend Disney-related videos to users with different focuses. For example, TikTok will not use Barbie content to attract those who like Marvel, but will accurately use Marvel-related information to attract users to the Disney content hub.
3. The Disney content hub on TikTok is very engaging and the campaign would work well.
I’m not sure if the content setup has any credit on the TikTok side, but I tend to think that TikTok had a lot to do with it. The reason is that the campaign content is excellent, and TikTok has always valued content and has the ability to maintain a high level of content on the platform.
The Hub features movie clips, character images, and card-collecting activities that evoke memories, deepen the emotional connection, and entice fans to take the time to engage;
The Hub features all Disney characters. it is hugely beneficial for linking the next generation and fans less familiar with Disney to all of Disney’s expanded IP;
There’s also a viral music trends plan that is an important part of the TikTok platform: “In addition, TikTok is curating a special Disney100 Playlist for our community featuring some of the most popular hits from the Disney franchise. ”
If that leads to a resurgence in Disney-related UGC, that’s a big bonus, which will provide a broader brand awareness platform for Disney future releases.
TIKTOK:
1. Creating quality content to activate TikTok users
Data such as daily active users are significant for the platform, which is related to revenue. In order to maintain a high level of activity within the platform, TikTok must have quality content that attracts users to watch and participate. Quality content doesn’t just rely on the creativity of the users themselves. TikTok has made a lot of efforts. TikTok does a variety of activities with many brands on the platform every year; giving support to the creators; giving traffic to the good content, so that more users can see it and imitate it to form a trend, etc. Partnership with Disney helps TikTok generate more engaging, resonant user experiences, which makes TikTok’s data better.
2. Creating a Disney community on TikTok
According to TikTok, with over 24 billion views across Disney’s portfolio of brands and experiences, TikTok has become a go-to destination for Disney fans to TikTok has become a go-to destination for Disney fans to create, engage and connect around their favorite Disney films, shows, characters and experiences. Therefore, this partnership reinforces this impression and action routine for Disney fans — — TikTok has unique access to content and experiences its passionate community of Disney fans can’t find anywhere else.
What the downside of this collaboration is? It depends on the details.
I took a closer look at THE CLIP MENTIONED ABOVE, and I realized that users who are too lazy to participate, seeing the arrangement of needing to do tasks to get a profile frame, might just drop out of the campaign. If the threshold can be lowered so that they can get a free profile frame or whatever with just one click, then they will be more likely to participate. And if their profile photo has a little decoration on it, other users see it, get curious, and take part in it, making the campaign’s impact further.
By the time this blog is posted, TikTok will have launched Disney100. Feel free to share your feelings with me! I’d also like to know what could have been done better for this campaign.
See you next time!
