Case Study: The Walt Disney Company France achieves a 33% increase in video view time and a 43% reduction in cost per completed view with Instagram's ThruPlay

The Walt Disney Company - Customer Case Study

The Walt Disney Company France used the launch of The Lion King to test whether Meta’s ThruPlay optimisation could lower the cost per completed video view while maintaining or increasing viewing time. The goal was to identify an ad optimisation that would deliver more complete views efficiently across Facebook and Instagram.

They set ThruPlay as the default for most campaign assets, using a mix of formats and placements and prioritising mobile feed and Stories. The campaign drove a 33% increase in video view time, a 30% reduction in the cost of 10‑second video views and a 43% reduction in cost per completed video view.

The Walt Disney Company

David Popineau

Digital Experience Director