2. 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. 3
Top 5 Cast Analysis
“Let it Go”5
2
General Overview
Merchandising4
Top 5 Character Analysis3
1
Findings and Recommendations6
Agenda
5. 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
6. 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
7. 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
8. 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%
Faceboo
k
14%
Comme
nts
4%
Blogs
3%
Forum
Replies
3%
Videos
2%
Mainstr
eam
News
2%
Aggrega
tor
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
9. 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
10. 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
11. 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
13. 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
14. 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
15. 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
16. 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
17. 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
18. 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
20. 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
21. 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
22. 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
23. 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
24. 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
25. 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
27. 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
28. 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
29. 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
30. 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
31. 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
33. “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
34. 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
35. 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
36. 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
38. 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. 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. 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. 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. 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. 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
