disney’s frozen social listening report
DESCRIPTION
AllFamous prepared a Social Listening Report based on Disney's Frozen as discussed in Asia.TRANSCRIPT
Disney’s Frozen A Social Listening Report Wri3en by Iggy Gan & Jizelle Bandojo
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 film’s initial release up until 90 days after release. (See slide 28), and is still continuing to grow in popularity
6. Frozen’s 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 people’s 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
Top 5 Cast Analysis
“Let it Go” 5
2
General Overview
Merchandising 4
Top 5 Character Analysis 3
1
Findings and Recommendations 6
Agenda
General Overview Part One
Total Volume of Mentions: 1,184,286 (November 27, 2013 – February 27, 2014)
There are two primary reasons why “Frozen” had a spike in menIons (49,938) last January 13, 2014 1. “Frozen” won as the Best Animated Feature Film at the Golden Globe Awards 2014. 2. It was announced that “Frozen” will have its Broadway debut by Disney CEO, Bob Iger.
[Link]
Total 1,184,266
PosiIve 22.76% (269,662)
NegaIve 7.36% (87,129)
Neutral 69.88% (827,585)
Total Mentions of Frozen
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
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
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
United States 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
Top 15 Languages
Top 15 Countries
Twi3er 68%
14%
Comments 4%
Blogs 3%
Forum Replies 3%
Videos 2%
Mainstream News 2%
Aggregator 2%
Buy/Sell 1%
Forums 1%
Images 0%
Share by Media 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
Total
1,184,266
PosiIve
22.76% (269,662)
Female 77.3%
Male 22.7%
Note: Demographics data is only available for the latest 7 days
Frozen Fan (positive) Demographics
Total
1,184,266
Female 75.3%
Male 24.7%
NegaIve 7.36% (87,129)
Note: Demographics data is only available for the latest 7 days
Frozen Hater (negative) Demographics
Total
1,184,266
Female 69.4%
Male 30.6%
Neutral 69.88% (827,585)
Note: Demographics data is only available for the latest 7 days
Frozen Neutral Demographics
Cast Analysis Part Two
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
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: Demographics data is only
available for the latest 7 days
Idina Menzel Audience Demographic
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: Demographics data is only available for the latest 7 days
Kristen Bell Audience Demographic
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: Demographics data is only available for the latest 7 days
Josh Gad Audience Demographic
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: Demographics data is only available for the latest 7 days
Jonathan Groff Audience Demographic
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: Demographics data is only available for the latest 7 days
Santino Fontana Audience Demographic
Character Analysis Part Three
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
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
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: Demographics data is only available for the latest 7 days
Anna Audience Demographic
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: Demographics data is only
available for the latest 7 days
Olaf Audience Demographic
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
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: Demographics data is only available for the latest 7 days
Hans Audience Demographic
Merchandising Part Four
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
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: Demographics data is only available for the latest 7 days
DVD/Blu-Ray Audience Demographic
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: Demographics data is only available for the latest 7 days
Clothing Audience Demographic
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: Demographics data is only available for the latest 7 days
Musical Audience Demographic
Toys Mentions: 12,515 (6.6%)
Total 12,515
PosiIve 15.8% (1,977)
NegaIve 3.50% (437)
Neutral 80.7% (10,101)
Note: Demographics data is only available for the latest 7 days
Toys Audience Demographic
“Let it Go” Part Five
“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 - Hyorin’s (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
PosiIve 7.11% (202,812)
Female 70.3%
Male 29.7%
Total 2,853,232
Note: Demographics data is only available for the latest 7 days
“Let It Go” Fan (Positive) Audience Analysis
Female 70.6%
Male 29.4%
NegaIve 8.34% (237,882)
Total 2,853,232
Note: Demographics data is only available for the latest 7 days
“Let It Go” Hater (Negative) Audience Analysis
Neutral 84.56% (2,412,598)
Female 70.2%
Male 29.8%
Total 2,853,232
Note: Demographics data is only available for the latest 7 days
“Let It Go” Neutral Audience Analysis
Findings and Recommendations
Part Six
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
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
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
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
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
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
The End