Disneys Frozen Social Listening Report

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    27-May-2015

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AllFamous prepared a Social Listening Report based on Disney's Frozen as discussed in Asia.

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  • 1. Disneys Frozen ASocialListeningReport Wri3enbyIggyGan&JizelleBandojo

2. 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. 3 Top 5 Cast Analysis Let it Go5 2 General Overview Merchandising4 Top 5 Character Analysis3 1 Findings and Recommendations6 Agenda 4. General Overview PartOne 5. Total Volume of Mentions: 1,184,286 (November 27, 2013 February 27, 2014) TherearetwoprimaryreasonswhyFrozenhadaspikeinmenIons(49,938)lastJanuary 13,2014 1. FrozenwonastheBestAnimatedFeatureFilmattheGoldenGlobeAwards2014. 2. ItwasannouncedthatFrozenwillhaveitsBroadwaydebutbyDisneyCEO,BobIger. [Link] Total 1,184,266 PosiIve 22.76% (269,662) NegaIve 7.36% (87,129) Neutral 69.88% (827,585) Total Mentions of Frozen 6. 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 7. 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 8. 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 UnitedStates 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 Top15 Languages Top15 Countries Twi3er 68% Faceboo k 14% Comme nts 4% Blogs 3% Forum Replies 3% Videos 2% Mainstr eam News 2% Aggrega tor 2% Buy/Sell 1% Forums 1% Images 0% SharebyMedia 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 9. Total 1,184,266 PosiIve 22.76% (269,662) Female 77.3% Male 22.7% Note:Demographicsdataisonly availableforthelatest7days Frozen Fan (positive) Demographics 10. Total 1,184,266 Female 75.3% Male 24.7% NegaIve 7.36% (87,129) Note:Demographicsdataisonly availableforthelatest7days Frozen Hater (negative) Demographics 11. Total 1,184,266 Female 69.4% Male 30.6% Neutral 69.88% (827,585) Note:Demographicsdataisonly availableforthelatest7days Frozen Neutral Demographics 12. Cast Analysis PartTwo 13. 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 14. 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:Demographicsdataisonly availableforthelatest7days Idina Menzel Audience Demographic 15. 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:Demographicsdataisonly availableforthelatest7days Kristen Bell Audience Demographic 16. 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:Demographicsdataisonly availableforthelatest7days Josh Gad Audience Demographic 17. 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:Demographicsdataisonly availableforthelatest7days Jonathan Groff Audience Demographic 18. 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:Demographicsdataisonly availableforthelatest7days Santino Fontana Audience Demographic 19. Character Analysis PartThree 20. 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 21. 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 22. 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:Demographicsdataisonly availableforthelatest7days Anna Audience Demographic 23. 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:Demographicsdataisonly availableforthelatest7days Olaf Audience Demographic 24. 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 25. 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:Demographicsdataisonly availableforthelatest7days Hans Audience Demographic 26. Merchandising PartFour 27. 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 28. 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:Demographicsdataisonly availableforthelatest7days DVD/Blu-Ray Audience Demographic 29. 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:Demographicsdataisonly availableforthelatest7days Clothing Audience Demographic 30. 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:Demographicsdataisonly availableforthelatest7days Musical Audience Demographic 31. Toys Mentions: 12,515 (6.6%) Total 12,515 PosiIve 15.8% (1,977) NegaIve 3.50% (437) Neutral 80.7% (10,101) Note:Demographicsdataisonly availableforthelatest7days Toys Audience Demographic 32. Let it Go PartFive 33. 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 34. PosiIve 7.11% (202,812) Female 70.3% Male 29.7% Total 2,853,232 Note:Demographicsdataisonly availableforthelatest7days Let It Go Fan (Positive) Audience Analysis 35. Female 70.6% Male 29.4% NegaIve 8.34% (237,882) Total 2,853,232 Note:Demographicsdataisonly availableforthelatest7days Let It Go Hater (Negative) Audience Analysis 36. Neutral 84.56% (2,412,598) Female 70.2% Male 29.8% Total 2,853,232 Note:Demographicsdataisonly availableforthelatest7days Let It Go Neutral Audience Analysis 37. Findings and Recommendations PartSix 38. 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. 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. 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. 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. 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. 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. 44 The End