It is crucial for businesses to reach their target audience and boost sales during the holiday season. Halloween has gained significance as a holiday marketing opportunity, and Disney has been at the forefront of helping brands capitalize on this trend and extend the holiday season’s momentum. Disney has provided innovative opportunities for brands to engage with consumers during the holidays, leveraging its extensive portfolio and cutting-edge marketing strategies.
Evolution of Seasonal Advertising
In the past, Christmas and the holiday season were not synonymous. However, Halloween has become increasingly important as a marketing holiday in recent years. According to Disney’s senior vice president of client partnerships, John Campbell, consumer attitudes toward Halloween have shifted. People now start discussing Halloween costumes right after Christmas, and conversations about Christmas lists happen throughout the year. This change in consumer behavior allows companies to harness the excitement generated by Halloween and carry it through the holiday shopping season.
Diverse Advertising Options Through Disney
Disney offers advertisers multiple avenues to reach their target audience, with a vast portfolio of streaming services, including Hulu, Freeform, and FX. Disney has engaged more than 30 Halloween sponsors across its various brands. For example, The Hershey Company entered a two-year partnership to showcase brand spots during Hulu’s Huluween and Freeform’s “31 Nights of Halloween” programming. Huluween, in its sixth season, has been a fan favorite, accumulating 3 billion hours of streaming.
Sustaining the Holiday Energy
Disney does not limit itself to Halloween-themed shows when extending the holiday spirit into the new season. Over 15 new and returning sponsors have committed to the company’s holiday programming. Kohl’s, for instance, has been a sponsor of Freeform’s “25 Days of Christmas” for nine years, and Ford Truck is in its second year of sponsoring Hulu’s holiday campaign. These collaborations enable brands to connect with viewers during critical moments in holiday shows, facilitating a seamless transition from Halloween to Christmas.
Innovative and Tailored Marketing with Advanced Tools
Disney acknowledges that each brand has unique goals and requirements for their holiday marketing campaigns. With Disney CreativeWorks, its in-house creative consultancy, the company collaborates with brands to create content that resonates with consumers, whether by aligning with existing content or developing something entirely new. As an example, Disney animated last year’s NFC championship game between the Atlanta Falcons and Jacksonville Jaguars in the style of the Pixar classic “Toy Story,” delivering an exciting and memorable viewing experience.
Impact of Disney Advertising
Disney’s advertising on its platforms during the holiday season has proven successful in reaching and influencing consumers. According to Disney’s data, 86% of Disney viewers find the company’s holiday-themed commercials appealing. Furthermore, 55% of viewers state that these ads assist them in making holiday purchases, while 63% have researched a product or service after seeing it in an ad. Brands aiming to leave a lasting impression during the holidays can expect such enthusiastic responses.
Future of Holiday Marketing
Even as the holiday season evolves, Disney remains committed to being a resource for companies seeking to stay ahead of the curve. Disney will continue to offer unique holiday sponsorship opportunities for both endemic and non-endemic brands. Brands can create impactful campaigns that drive engagement and sales by aligning with content that resonates with consumers, utilizing technology, and leveraging creativity.
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FAQ
1. Why has Halloween become an important holiday marketing opportunity?
Disney’s senior vice president of client partnerships, John Campbell, notes that consumer attitudes toward Halloween have shifted. Conversations about Halloween costumes now start right after Christmas, and discussions about Christmas lists happen throughout the year. This change in behavior allows companies to extend the excitement generated by Halloween throughout the holiday shopping season.
2. How does Disney help brands engage with consumers during the holidays?
Disney offers various avenues for brands to reach their target audience through its extensive portfolio of streaming services, including Hulu, Freeform, and FX. With over 30 Halloween sponsors across its brands, Disney provides diverse advertising options. For example, The Hershey Company has a two-year partnership to showcase brand spots during Hulu’s Huluween and Freeform’s “31 Nights of Halloween” programming.
3. Can you provide examples of Disney’s holiday sponsorship opportunities?
Disney has secured over 15 new and returning sponsors for its holiday programming. Kohl’s, a nine-year sponsor of Freeform’s “25 Days of Christmas,” and Ford Truck, in its second year of sponsoring Hulu’s holiday campaign, are among these collaborations. These partnerships enable brands to connect with viewers at critical moments in holiday shows, ensuring a smooth transition from Halloween to Christmas.
4. How does Disney customize marketing campaigns for individual brands?
Disney recognizes that each brand has unique goals and requirements for their holiday marketing campaigns. Through Disney CreativeWorks, its in-house creative consultancy, Disney collaborates with brands to create content tailored to resonate with consumers. Whether by aligning with existing content or developing something entirely new, Disney ensures marketing campaigns meet specific brand objectives.
5. What impact has Disney’s advertising had during the holiday season?
Disney’s advertising on its platforms during the holiday season has been effective in reaching and influencing consumers. According to Disney’s data, 86% of Disney viewers find the company’s holiday-themed commercials appealing. Moreover, 55% of viewers state that these ads assist them in making holiday purchases, and 63% have researched a product or service after seeing it in an ad.
6. What can brands expect from the future of holiday marketing with Disney?
Disney remains committed to being a resource for companies looking to stay ahead in holiday marketing. The company will continue to offer unique holiday sponsorship opportunities for both endemic and non-endemic brands. Brands can create impactful campaigns that drive engagement and sales by aligning with content that resonates with consumers, utilizing technology, and leveraging creativity.
Featured Image Credit: PAN XIAOZHEN; Unsplash – Thank you!
