Social Media Maintenance
Hong Kong Disneyland is a theme park in Hong Kong.
This is a 3-year social media maintenance project.
Service
Social Media
Client
Hong Kong Disneyland
Year
2019-2021
As a vacation park, Hong Kong Disneyland has 9 theme parks and surrounding hotels. The project aims to enhance content on social media platforms, mainly Instagram, Facebook and Youtube. As far as the target audience is concerned, it serves not only Hong Kong residents but also tourists from all over the world. Especially in Taiwan, Japan, South Korea, East Asia and other Asia-Pacific markets. Different languages and content may need to be customized for individual posts.
Facebook is mainly for more detailed information, while Instagram is more for interactive and lifestyle photos aimed at the younger generation. There are themed celebrations every month, such as the Splash Party every summer and Disney Halloween every October. During this time, there are tons of themed food & beverage, decorations, merchandise, attractions, and characters to introduce the audience. Therefore, a compact and exciting content plan is required.
Lands and Attractions
Sense of place is the main concept that distinguishes Disney movies from Disneyland. Bringing the audience to the park is the first mission at any time. For the content pillar, introducing the stories behind it and learning about the easter eggs of each land makes travelling more interesting.
For example, everyone knows that ToyStory Land's attractions are based on the characters from the movie, but you might not know what Slinky Dog said during the ride. Meanwhile, there is a quiz on Instagram to create an interactive moment for viewers.
Characters Greeting
Seeing favourite characters in the park is a dream come true for fans. Therefore, introducing themed meals and merchandise to fans has become an important part. The challenge is to present exciting news to the audience and link it to a relevant location.
Take Disney princesses, for example. Showing the best spots to photograph Elsa's desserts in the park or indicating each princess's decorations are great info every fan wants to know.
#HappierHere
Celebrating a birthday? Celebrating an anniversary? Having a vocation? It is Happier Here in Hong Kong Disneyland.
This is a UGC activity designed to drive audiences to share their happy moments in Hong Kong Disneyland. Many participants around the world share their photos and once selected, the post will be shared on the official account.
Have a Magical Holiday
Every festive, Hong Kong Disneyland has themed celebrations. Using Christmas as an example, besides the festival campaigns, mostly there are product posts and promotional posts to push the updates to the audience.
What is the biggest challenge in content planning?
One of the most challenging things in maintaining the Hong Kong Disneyland account
is the park enclosure due to the COVID-19 pandemic.
The opening times, the number of visitors, everything became unstable.
As a result, we've changed direction to more ad-hoc updates, scaled-down upcoming campaigns,
and kept in touch with our audience with more positive messaging.
More and More Magic Moment!
Happy 15th Birthday
This is the 15th birthday of Hong Kong Disneyland. The closure of the park can't stop bringing joy to the audience at home and celebrating together.
Magical Spring Festival
Easter is another popular time to enjoy the spring vibes in Hong Kong Disneyland. Duffy and Friends are a new cast of characters popular with young women. They are invited to introduce seasonal events to the audience.
