Disney Campaign Manager

Known partnered with Disney Advertising to build an always-on, multi-phase B2B campaign that repositioned Disney Campaign Manager from an underutilized platform into the essential self-serve advertising solution for indie agencies and small to medium businesses. Rather than simply promoting Disney Campaign Manager’s features, Known developed a system anchored to Disney's unmatched IP and contextually relevant moments that sequenced audiences from awareness to conversion with messaging tailored to each buyer's mindset.

Spanning four campaign phases and a holiday promo, the work combined static display, social, programmatic, and direct publisher placements across AdWeek, Digiday, and Marketing Brew. Creative laddered up to core messaging pillars identified and informed by Disney Campaign Manager’s unique differentiators, while keeping the system intentionally iterative to optimize toward what drove the most meaningful action from each audience segment. The campaign delivered measurable impact quickly. Weekly lead volume rose 62% in the first 12 weeks post launch, while rapid budget optimization across channels drove cost per lead down 75%. As traffic scaled, Known conducted a deep web analytics review and recommended targeted landing page optimizations that boosted form submissions by 53% in just two weeks. Underlying all of this was Known's proprietary Skeptic Creative Analysis, which connected qualitative creative elements to media KPIs, creating a continuous test and learn loop between data science and creative that kept performance compounding over time.