It’s Halloween, but Disney advertising isn’t scared—here’s why.
This year, Disney Advertising is gearing up for a holiday season that promises to outshine the last. With their 2023 Disney+ Christmas package pacing more than 15% ahead, they’re set to top last year’s holiday ad sales. While Halloween is still in the air, Disney is thinking long-term and widening its holiday sponsorships for Disney+ to EMEA and Latin America. Expanding beyond North America means opening doors for more brands across sectors like healthcare, retail, finance, and consumer goods to connect with people worldwide. Already, familiar names like L’Oréal Paris, Uber Eats, and Chloé have joined, and Disney is ready to welcome more brands aboard.
John Campbell, Disney’s executive vice president of entertainment and streaming solutions, explains it best: “A lot of brands are coming to us now, asking for help with their global strategy.” In other words, Disney is bringing together regional teams to make collaboration seamless, providing a straightforward path for brands to go global with a touch of Disney magic.
Billions of dollars, billions of hours
Brands such as Hershey’s and Mucinex see Disney as a holiday powerhouse. Last year, audiences logged nearly 10 billion hours with Disney content over the festive season. And with holiday spending expected to break $980 billion this year, Disney’s audience is as ready to shop as they are to watch. In fact, Disney’s own research reveals that nearly 90% of viewers plan to spend the same or more than last year, with over half getting inspiration from holiday ads.
Disney knows how to set the mood during this busy season by focusing on what feels festive and real, rather than traditional ads. According to Campbell, Disney is now experiencing its busiest buying season, with brands swarming daily for the company’s holiday goods. This means brands can now work with Disney on full-scale campaigns that go beyond typical ads, creating experiences that include co-branded content, interactive elements, and even social media collaborations.
Campbell opens up by saying that Disney is in peak buying season at the moment, and brands are coming in every single day for Disney’s holiday offerings.
Hershey, for example, saw a huge return on its Halloween sponsorship last year and came back this year with high hopes. And for the first time, Mucinex has become the first brand to create cross-channel integrations across Disney’s 31 Nights of Halloween and Huluween.
The gift of sports
In addition to spreading holiday pleasure, Disney is a major force in sports media. Disney’s sports coverage accounted for a third of all sports impressions between November 2023 and January 2024, more than any other broadcaster, according to Nielsen. Possibly the ideal opportunity for companies to engage with fans and Christmas consumers, this date aligns with the important college football games that take place around Thanksgiving, Black Friday, and beyond.
Danielle Brown, senior vice president of sports brand solutions at Disney Advertising, says the goal is to bring brands front and center during these fan-favorite moments. “We want brands to celebrate the season’s biggest moments with fans, right where they are.” This year, they’re introducing shoppable QR codes during major rivalry games on ABC and ESPN, making it easy for viewers to take action right from their screens. And to bring holiday shopping into the mix, Hulu’s Huludays lineup includes “Shop the Scene,” where audiences can use BrightLine-powered, Kroger-sponsored QR codes to shop products directly from what they’re watching.
This unique pairing of sports and streaming has worked wonders for Disney’s bottom line. After a challenging year, Disney’s streaming business reported an operating profit of $47 million in Q3, a huge turnaround from the same period last year, when they posted a $512 million loss. Domestic streaming advertisers grew by over 20% year-over-year, and revenue from programmatic ads increased by 80%.
Marketing tips from Disney’s holiday magic: What entrepreneurs can learn
Disney’s holiday marketing strategy isn’t just successful—it’s packed with smart strategies that even small businesses can use. Here’s how entrepreneurs and growing brands can create their own memorable holiday campaigns:
- Focus on feelings, not just products
Disney creates holiday moments that feel warm and real. This season, think about how you can connect emotionally with your customers. Instead of just highlighting products, tap into the joy and nostalgia of the season to create something memorable.
- Team up for a bigger impact
Collaboration with big brands allowed Disney to create very magical and powerful moments during the holiday season. Select another brand or business to collaborate on a holiday promotion. It doesn’t have to be a giant partnership—even a small local collaboration can create added value and reach.
- Make it easy to act
Disney’s interactive ads, from shoppable content to QR codes, let customers take action right away. You can do the same by adding a “shop now” feature on your social media posts or website to simplify the buying process.
- Tap into tradition
Disney taps into beloved holiday traditions, which makes their advertising feel familiar and enjoyable. Find a way to bring a bit of holiday magic to your own products or brand experience, whether through themed packaging, limited-time offers, or content that encourages customers to share their holiday memories with your product.
- Adjust and refine as you go
Disney’s team keeps a close eye on what works, making adjustments in real-time. Track how your promotions perform, take note of what resonates with your audience, and be open to fine-tuning your approach to keep improving.
Take a lesson from Disney: even second-tier brands sparkle during the holiday season by zeroing in on what really matters, creating authentic, feel-good moments that bring customers back for more.
Making holiday magic: Disney’s gift to viewers and brands alike
After all, Disney’s seasonal ads are less about the product on sale and more about the warmth and joy it brings into one’s life. By partnering with popular brands, Disney effectively marries family films to thrilling sports events—a campaign that captures the spirit of this particular time of year in an inclusive and inviting way. This holiday, their goal isn’t just to run ads but to create moments to help make the holiday season a little more magical.
FAQs
1. How can businesses connect emotionally with their customers during the holidays?
Businesses can forge emotional connections by sharing relatable stories that highlight the joy and warmth of the season. Rather than simply promoting products, they should focus on experiences and values that resonate with their audience, such as community involvement or personal stories that evoke nostalgia.
2. What digital marketing strategies can help boost holiday sales for entrepreneurs?
Entrepreneurs can enhance holiday sales by utilizing targeted social media advertising, creating personalized email campaigns, and leveraging engaging content that speaks to their audience. Incorporating user-generated content and interactive elements can also foster a sense of community and encourage customer participation.
3. Why is data analysis important for shaping marketing strategies?
Data analysis is crucial for understanding customer behaviors and preferences. By analyzing this data, businesses can tailor their marketing strategies to better meet the needs of their audience, leading to more effective campaigns, increased engagement, and higher conversion rates.