About the Episode
About the Episode: Mallory and Seth dive deep into the world of Hollywood's advertising strategies and Disney's unique approach to storytelling. With insider insights from HBO MAX and Disney's latest campaigns, they explore how contextually relevant and emotionally charged content can dramatically enhance audience engagement. Listen in for actionable tips on how to apply these big-budget strategies to higher education marketing, making your campaigns more memorable and impactful.
Key Takeaways:
- Contextual Relevance in Advertising: Insights from HBO MAX on the effectiveness of short, upfront ads to improve the viewing experience without interruption. And the importance of making ads contextually relevant and the positive impact on brand awareness and website traffic.
- Disney's "This is Magic" Campaign: A shift in marketing strategy focusing on real, emotive moments captured at Disney parks, moving away from fast-paced excitement to genuine, heartwarming storytelling. The power of using real people and authentic experiences to connect deeply with the audience, and how this approach can be adapted for higher education marketing.
- The Role of Emotion in Marketing: Emphasizing the impact of making viewers feel something significant, drawing on the Maya Angelou quote about people remembering how you made them feel. And strategies for capturing and sharing micro-moments that resonate on an emotional level, whether through high-quality production or simple smartphone videos.
Disney’s “This Is Magic” Campaign
Episode Summary
How Do Contextual Ads Enhance Viewer Experience?
Drawing from insights shared by an HBO insider, Mallory highlights the effectiveness of contextual ads that respect the viewer’s experience. Max’s approach of short, pre-roll ads—acknowledging their brevity and non-interruptive nature—has driven massive lifts in brand awareness (316%), search interest (1,617%), and website visits (3,150%). These ads resonate because they embrace the platform’s constraints while delivering value to viewers.
What Can Higher Ed Learn from Disney’s Storytelling?
Disney’s This Is Magic campaign captures unscripted, heartfelt moments with real fans to convey the authentic magic of its parks. Seth praises the campaign’s emotional depth and simplicity, noting how its sparse messaging lets the visuals and emotions take center stage. The lesson for higher ed? Prioritize authenticity and allow real moments to speak for themselves.
Why Does Emotion Drive Better Results?
Emotionally resonant marketing, as demonstrated by Disney, fosters deeper connections. Authentic moments, like a child’s delight during a Frozen performance, elicit feelings that stay with the audience. In higher ed, capturing similar moments—students walking the quad, enjoying dining hall camaraderie, or engaging in meaningful campus activities—can resonate with prospective students and their families.
How Can Higher Ed Marketers Implement These Ideas?
Mallory emphasizes that replicating these strategies doesn’t require blockbuster budgets. Institutions can start small by capturing authentic campus moments with smartphones and posting them on TikTok, Instagram, or YouTube. The key is to prioritize storytelling and emotional resonance, whether through polished campaigns or informal social media posts.
By blending Hollywood-level creativity with practical tips, this episode challenges higher ed marketers to think differently about video and storytelling. The result? Campaigns that inspire, connect, and drive action.
Connect With Our Co-Hosts:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
Seth Odell
https://www.linkedin.com/in/sethodell/
https://twitter.com/sethodell
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — Mallory will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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