A Look Into Disney's Frozen In Social Media

Frozen’s box office success was massive and there’s no denying that. Critics have considered it the best Disney animated feature film since the studio’s renaissance. With a total of $1.2B box office revenue worldwide it now ranks as the top-grossing animated film of all time, the highest grossing in 2013, and 5th highest grossing movie of all time. But how did the movie fare in social? Did its commercial success cross over in social or was social a contributing factor to its success? Using Radian6, AllFamous scanned 3 month’s worth of social data from the day of Frozen’s release and here’s what we found out:

  1. Three months within its release, Frozen got more than 1.1 million posts or conversations in the social media sphere, spiking especially when it won Best Animated Feature Film at the Golden Globe awards 2014. In comparison to Maleficent, Frozen generated almost twice the number of mentions within a month of release. Of the movies released on the same day (Old boy, Home Front, Black Nativity), it was also the most talked about film in social within just 30 days of release.

  1. “Frozen” appealed to a mostly female market (70+%), coming from the 25-34 age group, towards any aspect of the film, cast, characters, or merchandise. Gearing content related towards this large market segment can push not only the social media efforts of Disney Asia, but can also be an opportunity to sell merchandise. In fact, most of the buzz about Frozen related merchandise in social were from people expressing excitement over the DVD/Blu-Ray release.

People were most excited about the DVD release of Frozen on March 25, as it was available for pre-order in retailers such as Wal-Mart in the U.S. a month before its actual release.

  1. Bigger Share of Voice = Bigger Box Office Revenue. Increasing how a movie is mentioned online through user generated content campaigns and community engagement is one way to increase ticket sales. More of this in this video blog below:

Frozen wasn’t just a success in theatres but was also a winning story in terms of its reach in social. The film was widely talked about on different social media platforms and user generated content like covers and parodies were also massively shared. With Asia being the largest movie going market in the world, Disney Asia owned accounts could have easily triggered trends and easily up-sold film related merchandices and further increase ticket sales.

If you’d like to read the full report, see link to Slideshare below.

Disney’s Frozen Social Listening Report from www.afdigital.com

Author’s note: We used Radian6 to scan for social mentions generated in Asia from November 27, 2013 to February 27, 2014.

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