CASE STUDY 01 · LIFECYCLE EMAIL · ONBOARDING

Giving business units without a welcome journey a first impression worth opting into

I spotted that Disney Publishing Worldwide and Disney+ had no welcome flow in the Walt Disney Family of Businesses journey, then led their onboarding end to end: stakeholder alignment, asset collection, data-informed design, governance, QA and launch.

ROLE

Corporate Brand Management Digital Marketing Intern

PARTNERS

Disney Publishing Worldwide, Disney+

TIMELINE

OCT-NOV 2024

OWNED

Strategy, design, assets, QA, launch

01 — The gap

New subscribers were joining with no introduction to what they'd signed up for

While auditing the Walt Disney Family of Businesses welcome journey, I found that some business units had no dedicated onboarding. Guests opting into Disney Publishing or Disney+ received nothing that explained the range of what each brand offered, so the first touchpoint did little to build understanding or long-term engagement

This was one of 300+ campaigns I ran across 20+ business units, and it started with spotting what the existing customer journey was missing.