Case Study: Disney+ boosts engagement for Extraordinary with Wilderness

Disney+ boosts TikTok VTR by 68% with Wilderness

Disney+ approached the vendor Wilderness with the challenge of driving engagement for its first UK original show, "Extraordinary," a crude superhero series that was a surprising addition to the family-friendly Disney+ platform. The goal was to generate excitement by highlighting how the show didn't fit the platform's typical content and appeal to a young adult audience.

Wilderness implemented a creative, social-first campaign that introduced the show's characters with shock-factor content. The solution utilized on-set cast introductions, react videos, and interviews to build talkability, supported by meme content to culturally connect with the audience online. Wilderness achieved a massive success, with the campaign for Season 1 driving a 68% increase over the projected view-through rate on TikTok, leading to an ongoing sustain campaign for Season 2.

Disney+