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“We really believe in this initiative,” enthused Justine, “so we want to ensure that across every piece of Pooh activity, there will be a common thread that links the franchise back to storytelling.” At retail this could mean anything from


creating dedicated story-telling corners in- store to delivering e-books as purchase incentives on products. “Our core objective is to continue to


cement Winnie the Pooh as a front of mind brand of choice for both expectant and new mums. We want to create magical moments right from the start, so it’s important that we capture parents’ attention with the quality of our brand and the stories we have to tell.” In order to do this, Disney has taken its


message to where mums are going to see it – online. Recent research has shown that motherhood dramatically alters media habits, with social networking and online communication becoming increasingly important. In a crowded preschool market, Winnie the


Pooh is one of many characters, all vying for the attention of mums-to-be, but Justine is confident that the initiative is going to be a success.


“Both the Storytelling Academy and the Introducing Pooh


Funny and kind, lovable Winnie the Pooh's adventures through the Hundred Acre Wood usually involve the 'bear of very little brain' having to 'think, think, think' to solve mysteries and get out of sticky situations. Winnie the Pooh is usually joined by his best friends Piglet, Eeyore, Tigger, Owl, Kanga, Roo, Rabbit and Christopher Robin.


Although a 'silly old bear', Winnie the


Pooh is loved by young and old alike, and was most recently introduced to a new generation in the Winnie The Pooh Movie which was released in cinemas in spring 2011.


Tales of Friendship show on Disney Junior are great initiatives in their own right, but we are also anchoring that on the social media side,” explained Justine. “We may have only just started this programme, but we are already getting an incredible response from mums. Creating a relationship based on trust takes time, so we're going to be concentrating on this for the next 12 to 18 months; putting content in front of mums, where they want to use it – whether that's on an app, via Facebook or by using other social media.” At the core of Winnie the Pooh's appeal to adults is his ability to evoke feelings of nostalgia and once-forgotten childhood memories. Disney has leveraged that by creating regular online content, designed as 'snuggle down' time for mum and child. The response has been phenomenal. “Research has shown us that Winnie the


Pooh has a particular resonance with mum, driven by a strong emotional connection and a clearly defined tone and set of values. This is clearly demonstrated in our social media platforms where we see strong emotional responses, for example, to Winnie the Pooh


Facebook posts. Building on this inherent strength, we have developed conversational calendars throughout the year which is aimed at driving ongoing engagement and maintaining relevance, while ensuring Pooh and his friends are front of mind with mums.” In addition to this year-round plan, Disney will also be also layering on seasonal and topical activities to pique mum’s interest – for example, specific activity to help celebrate Mother’s Day, Valentine’s Day, to make bedtime easier or help mark a particular milestone. “There are some really lovely, gentle moments, from Pooh and the other characters,” explained Justine. “Driving that emotional connection and engagement is what ultimately ensures that we'll be keeping Pooh and the others front of mind. And that's exactly where this truly classic bear should be.”


A SPECIAL MAX PUBLISHING


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disney PUBLICATION 2013


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