2. Image Enhancement
Obviously, Disney may mean a lot of different things to different people but the company has perfected its global outreach and image enhancement strategies to ensure a satisfactory experience within each of their experiences.
In 1923, Walt Disney and his brother Roy began the Disney Brothers Cartoon Studio. The company went through several name changes ("The Walt Disney Studio" and "Walt Disney Productions") before officially becoming the Walt Disney Company that we know today.
The company can be divided into several divisions: Disney Parks, Experiences, and Products, Disney Media and Entertainment Distribution, Disney Studios Content, Disney General Entertainment Content, ESPN and Sports Content, and Disney International Content Operations.
Although each of these divisions represents separate aspects of the Disney Company, Disney has worked hard to establish a recognizable and unique brand to their image to make the company a worldwide icon.
One of the most recognizable features of the Walt Disney Company is its logo. The logo is a fun and decorative font with the Cinderella Castle in the background, bringing to life the magical aspect of the Disney company.
Although the logo itself seems like an ineffective example of brand magnification, the Disney logo has used its logo as a representation of childlike magic and nostalgia for people of all ages.
Most of the Disney experience, whether its film production or theme park experience, sell fantasy through a storytelling sequence. Disney incorporates this technique throughout their company and integrates storytelling within media campaigns and promotional strategies as well to increase image enhancement.
There's nobody that works harder than Disney. Social media campaigns are something that Disney dominates the marketing world in. From promoting the newest Disney movie in theatres to displaying the most recent addition to the Disney parks, Disney has perfected their media strategies to encourage its audience to be a part of the magic and indulge in the nostalgia.
Disney utilized the nostalgia of Star Wars by using one of the most beloved characters, R2-D2. The first behind-the-scenes photo of Star Wars: The Force Awakens featured R2-D2 on the official Star Wars Twitter page.
This photo was the perfect way to encapsulate the original droid and the nostalgic memories surrounded by the franchise.
#DreamBigPrincess strived to encourage young girls to take confident strides in an empowering light.
Disney used this campaign to shut down negative stereotypes and encourage diversity and positivity through the eyes of young girls.
It seems that every company is utilizing their social media platforms to grow their audience, and Disney is arguably dominating on each platform. While their millions of followers may not top the hottest celebrities or other well-known companies, their extensive number of social media platforms and how they employ their marketing resources within each one enhance their company image.
According to Unmetric Analysis, Disney has a total of 286 social media platforms (141 Facebook, 55 Twitter, 31 Instagram, 44 YouTube, 18 LinkedIn).
Through each of these social media accounts, Disney integrates their 'magical' theme in every aspect of its company.
Some examples of Disney's social media platforms:
A talented team of Walt Disney Imagineers and Disney entertainment extraordinaries take you “behind the curtain” of the Walt Disney Theatre on the Disney Wish, featuring never-before-seen concept art and footage from the development process. Read more: https://t.co/OuW5Q8OiiB pic.twitter.com/d9N1lLohmC
— Disney Parks (@DisneyParks) March 15, 2022
@disneychannel All these years later and they're STILL fighting over the same girl 😏 Watch on Disney+ #GirlMeetsWorld #PeytonMeyer #TannerBuchanan #Throwback ♬ original sound - Disney Channel
Each of Disney's social media pages helps develop the image the company strives to create through every campaign, movie, park, and idea that is essential to their brand enhancement. It is evident through every campaign and social media platform, that Disney encourages audience and fan engagement to build a loyal and reliable fanbase, establishing a secure image of their legendary company.
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