LiveXtension for Disney Television Launch of the Disney Channel Italia

official Facebook page

14 February 2012

LiveXtentionlive contents for extended brands

Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/

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Communication strategy: the official Facebook page, at last

Background Disney Channel Italia has never had any official

Facebook page so far Community pages and unofficial fan pages have

proliferated, and referred to the Channel, or the most popular series, or the main characters

Disney Television Italy has been very cautiously approaching Facebook, due to the core target audience of its Channel being boys and girls of age 8-13

The explosive growth of Facebook in Italy persuaded Disney to launch an official Facebook page for the Channel on November 2011

LiveXtension was appointed to launch the page and quickly overcome the unofficial community pages

Strategy All the communication was focused on the key message that “at last, there is an official

Disney Channel Facebook page” In order to quickly gain the most fans at a low price, likers of all the community pages related to

Disney Channel (also likers of the international pages) were targeted first, then all the rest was done by Sponsored Stories

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Creative approach: the Disney logo, the characters, then the sponsored stories

Disney Channel Italia official logos were largely used in the first phase Other creatives with characters from successful series were added, as the

page was enriched with tabs dedicated to single tv shows All the creatives had great performances, with efficiency records for the

Sponsored Stories and the Lemonade Mouth banner, where half the clicks turned into Likes

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The results

Key points: The page filled an empty space, where only fan / community pages existed The tween/teen target is highly respondent to such community marketing

initiatives The campaign has been “spread” over a quite long time, in order to concentrate

pressure in the evening hours and weekends and so reduce costs per clicks

The sponsored stories have amplified the reach, confirming as the perfect ad format to promote the fan pages and applications which are rapidly growing

0,15 € cost per fan

LiveXtension, a Digital Magics CompanyVia Orobia 3, 20139 MilanoTel. +39 02 52.505.1Fax +39 02 52505.616

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Grazie