First of all, I think it is important to note that market segmentation based on interests for paid social media advertisements works. I bet the creators were looking for four specific things in their targeting: high annual income, single-home family, interests in travel, love of Disney. Since I fit two out of the four criteria, I was part of the target audience.
Even though I can’t afford the kind of trip they are offering, exposing me to the brand will be beneficial to them in the long run. When I have a family and a higher annual income, you bet I’ll be saving for a trip with Adventures by Disney!
The advertisement itself has some strengths and weaknesses. Let’s start with the weaknesses.
Honestly, I was surprised at the weaknesses because normally, I think everything Disney does is phenomenal.
First of all, I’m not a fan of the version of the logo they used for the profile picture. Since it is a new brand, the logo is not recognizable enough to stand alone. In fact, when I first saw it, I wasn’t sure the ad was from the real Adventures by Disney. It kind of looks like one of those sites full of quizzes with spam-ish advertisements and endless click-throughs. Eventually, the logo might become recognizable enough, but until then, I think it should always be seen alongside the iconic Disney “D.”
The second weakness I see is the brightness of the image. The image is actually beautiful and it looks amazing on the website. However, the dark colors didn’t really stand out on my facebook timeline. I think if I hadn’t been on the hunt for a sponsored link, I would have scrolled right past it.
Now for the strengths.
As I mentioned, I don’t love the photo or the logo for the advertisement. However, I think they work well together. Blue and orange are complimentary colors. Our eyes are drawn to areas of high contrast, so the two colors stand out when placed together.
Even though the brightness of the photo isn’t ideal, the composition is great.
There are also nice leading lines. They kind of draw the viewer to the text under the photo—especially the “book now” button, which is their ultimate conversion goal.
I think the writing is a definite strength, too. It is really short and to the point. Then, there’s an obvious call for action. It says, “Learn More!” It is simple, but I think it will be effective in getting people to click through. It was also smart of them to specifically emphasize the $500 discount. If they had just said “discount” without the exact amount, people wouldn’t understand the incredible size of the discount. The “book now” button is also very helpful to viewers so they know exactly how to get more information and a more direct route to purchasing.
Overall, I think this ad was OK, but not great. I know Disney can do a better job than this and they probably will in the future.