Case Study: Walt Disney Studios achieves massive mobile reach and an 8-point ad recall lift with Facebook Canvas

Walt Disney Studios - Customer Case Study

Walt Disney Studios Taiwan needed to build massive excitement for Star Wars: The Force Awakens and convince a cautious Taiwanese audience to return to cinemas for the first Star Wars release in a decade. Their goal was to reach large numbers of 16–45-year-olds and drive ticket sales in the critical month before the film’s December 2015 release.

They became the first brand in Taiwan to use Facebook Canvas — an immersive, mobile-first mix of teaser photos, tilt-to-pan images, carousels and trailers — combined with tailored ads, A/B testing and reach-and-frequency buying. The campaign reached 5.5 million 16–45-year-olds (50% of the target), drove 2 million video views in one month, delivered a 38× higher click-through rate versus link ads, produced an 8-point lift in ad recall, and helped make The Force Awakens the highest-grossing Star Wars film in Taiwan.

Walt Disney Studios

Ken Tsai

Marketing Director