The Challenge

Post-GDPR contact loss, Disney On Ice looked to generate new, quality, but most importantly permissioned contacts. But while obtaining data permissions is good, how we use it is more important. Instead of repopulating an existing database, we needed to create a new database with a better customer experience and better commercial returns.

What we did

We combined existing sales information with our customer transactional database, campaign activity, metrics and spend to give a 360degree view of the campaign with attributional modelling to assess what works and what doesn’t. This led us to using the power of Social Media as a very efficient channel to generate new contacts motivated by Priority Customer status.