Disney Baby combines e-commerce with social

Share this content:
Disney enters the expectant and new parents space with DisneyBaby.com
Disney enters the expectant and new parents space with DisneyBaby.com

The Offer: In an effort to create a brand-oriented social commerce experience for expectant and new parents, The Walt Disney Company rolled out DisneyBaby.com in January. The site is centered on what the brand terms “Disney Baby Magical Moments,” a tool through which users can upload photos and leave comments,
as well as share stories and “mom-tested” tips on everything from nursery design to birthday party themes. Visitors can also sign up for a free “Disney Baby Magical Moments Newsletter” that contains advice and coupons for discounts on Disney Baby gear.

The Data: The Disney Baby Facebook page, with more than 729,000 fans and roughly 29,000 “likes,” contains a call-out driving traffic to the site. Shout-outs on Twitter encourage Disney Baby's more than 19,000 followers to share “magical moments” on DisneyBaby.com.

The Channel: According to The New York Times, Disney Baby is treading lightly into the marketplace, sensitive to the fact that some are critical of what amounts to marketing to the infant population.

The Creative: The site is organized around what Disney calls the “key moments” of the day when parents are bonding with their children. Merchandise is mixed with information-sharing to meld commercial and social experiences. For example, clicking on the “Mealtime” tab provides tips for introducing solids, while clicking on “Bath Time” brings visitors to the Nemo Bath Collection.

The Verdict:

Sarah Van Heirseele is VP of digital at Blue Chip Marketing Worldwide. She has previously done work for Procter & Gamble and BJ's Wholesale Club, among others. Prior to joining Blue Chip, Van Heirseele taught advertising creative strategy at the University of Illinois in Urbana-Champaign. Read our Q&A with Sarah for more.

Disney is smart to tap into the moms space by going beyond products to focus on lifestyle. The site is interactive, fun and engaging — similar to Pinterest. But the majority of the featured products are Disney brand. I'd recommend adding more general items and insights to the site so Mom has more reasons to use the platform on a regular basis.

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above