Home Alone (...in Millions of Homes!): Disney Entertainment (The Walt Disney Company) and Roku
Disney Entertainment and Roku focused on promoting Disney+ in their December 2022 campaign, "Home Alone (...in Millions of Homes!)." This campaign strategically harnessed CTV-based demand signals in collaboration with Roku.
The primary objectives were to acquire new Disney+ subscribers, demonstrate the media's incremental value in customer acquisition and engagement, sustain acquisition efficiency during the competitive holiday season, and seamlessly blend media into a user-friendly experience.
The results exceeded expectations, highlighting the campaign's success in driving both acquisition and engagement. Despite the high-cost landscape of holiday media buying, the campaign not only maintained efficiency but also showcased the power of CTV in reaching audiences effectively. By combining creative excellence with a user-centric approach, this campaign set a new standard in leveraging connected TV for performance marketing. It's a remarkable example of innovation in the connected TV space, transforming the way we think about holiday campaigns.
“It was very positive to see lots of different teams working together to strengthen the success of this campaign. This is a great example of the smart use of insights and technology.”
The Global Performance Marketing Awards 2023 was held in association with ad4mat