WALT DISNEY STUDIOS: Pooh's Blogger Picnic

CHALLENGE

To celebrate the DVD release of Disney's Winnie the Pooh at Big W stores Australia-wide, Porter Novelli Melbourne was tasked to develop an engaging strategy to drive interest and purchase of the DVD.

INSIGHT

With a brief issued just three weeks before release date, social media was to be out most effective communication avenue.  Targeting mothers of children 2-8, we focused our efforts on the savvy Mummy Blogger community.  Recognising these influential women are inundated with product review requests, we brought the classic Winnie the Pooh content to life.

ACTIVATION

A Teddy’s Bear Picnic was staged at Melbourne’s iconic Royal Botanic Gardens.  Attendance was by invitation only to create an exclusive atmosphere, and all invited guests were encouraged to bring a picnic basket and blanket to enjoy an indoor (we are in Melbourne after all) screening of Winnie the Pooh. 

The room was dressed as ‘picnicy’ as possible with picket fencing, hedges, beanbags and blankets.

RESULTS

Twitter conversations started the day prior with #PoohDVDPicnic trending in Melbourne on event day

Five influential Melbourne bloggers attended with 19 guests in total

More than 10,389 people were reached with 38,415 impressions generated via #PoohDVDPicnic with 15 images tweeted

Three bloggers joined the Twitter conversation even though they weren’t at the event

Post event, five blog posts published with:

    o An average of more than seven images per post
    o A cumulative total of 40 comments
    o A total audience reach of more than 13,857