Introduction
In June 2024, Semetis became the first Belgian agency to launch an advertising campaign on Disney+. This strategic move was part of the pre-summer campaign for Wellness Pet's Whimzees brand, a premium pet food company known for its high-quality dental treats for dogs.
Embracing innovation: the Wellness Pet vision
Wellness Pet constantly seeks new ways to engage its audience. Recognizing the need to expand beyond traditional digital channels like Meta, YouTube, and TikTok, Wellness Pet partnered with Semetis to explore Disney+ as a premium channel. The goal was to increase brand awareness in the UK and Germany through high-quality placements.
Disney+: the new premium advertising channel
Disney+ has redefined the streaming landscape by opening its platform to advertisers in December 2022. This move has significant implications for the market, as it allows brands to tap into Disney+'s extensive and highly engaged audience. Non-skippable video ads ensure that viewers see the entire message, leading to higher engagement and recall rates. Advertisers can choose from a range of targeting options, including geo-targeting, demographic targeting, and content-specific targeting. These options allow brands to reach specific segments of Disney+'s audience, ensuring that their ads are relevant and impactful.
Campaign setup and strategy
For the pre-summer campaign, Semetis and Wellness Pet aimed to raise awareness for Whimzees in the UK and Germany. The campaign was designed to focus on 18+ profiles, using geo-targeting and demographic insights to maximize reach and relevance. The choice of creatives was guided by the goal of aligning with Disney+'s premium content, ensuring that the ads were both engaging and contextually appropriate.
The campaign was set up via an Insertion Order (IO), but it is interesting to know that it is also possible to book through Programmatic Guaranteed (PG).
Impressive results and insights
The Disney+ campaign delivered excellent results, highlighting the platform's effectiveness as a premium advertising channel, with a completion rate of 94% for the UK and 92% for Germany.
High VTRs indicated strong viewer engagement, showing that viewers were not only watching the ads but were engaged enough to view them through to completion. In both markets, connected TV was the dominant device, accounting for over 70% of impressions, followed by mobile/tablet and desktop. Compared to other platforms, Disney+ offered a unique advantage with its premium content and engaged audience, leading to higher engagement metrics.
Conclusion
For Wellness Pet, the success of this campaign highlights the importance of exploring new advertising channels to stay ahead in a competitive market.By integrating Disney+ into Wellness Pet's marketing mix, Semetis has showcased the potential of innovative platforms to enhance brand visibility and engagement. This initiative has expanded Wellness Pet's reach and highlighted new opportunities in the digital space.
Camille Servais
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