Case study. On Facebook Studio http://www.facebook-studio.com/gallery/index#/gallery/submission/launch-of-the-disney-channel-italia

1. LiveXtention
live contents for extended brands
Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/
14 February 2012

2. Communication strategy: the official
Facebook page, at last
Background
 Disney Channel Italia has never had any official
Facebook page so far
 Community pages and unofficial fan pages have
proliferated, and referred to the Channel, or the
most popular series, or the main characters
 Disney Television Italy has been very cautiously
approaching Facebook, due to the core target
audience of its Channel being boys and girls of
age 8-13
 The explosive growth of Facebook in Italy
persuaded Disney to launch an official Facebook
page for the Channel on November 2011
 LiveXtension was appointed to launch the
page and quickly overcome the unofficial
community pages
Strategy
 All the communication was focused on the key message that “at last, there is an official
Disney Channel Facebook page”
 In order to quickly gain the most fans at a low price, likers of all the community pages related to
Disney Channel (also likers of the international pages) were targeted first, then all the rest was
done by Sponsored Stories
©LX 2

3. Creative approach: the Disney logo, the
characters, then the sponsored stories
 Disney Channel Italia official logos were largely used in the first phase
 Other creatives with characters from successful series were added, as the
page was enriched with tabs dedicated to single tv shows
 All the creatives had great performances, with efficiency records for the
Sponsored Stories and the Lemonade Mouth banner, where half the clicks
turned into Likes
©LX 3

4. The results
0,15 € cost per fan
Key points:
 The page filled an empty space, where only fan / community pages existed
 The tween/teen target is highly respondent to such community marketing
initiatives
 The campaign has been “spread” over a quite long time, in order to concentrate
pressure in the evening hours and weekends and so reduce costs per
clicks
 The sponsored stories have amplified the reach, confirming as the perfect ad
format to promote the fan pages and applications which are rapidly growing
©LX 4

5. Grazie
LiveXtension, a Digital Magics Company
Via Orobia 3, 20139 Milano
Tel. +39 02 52.505.1
Fax +39 02 52505.616
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