As a global franchiser holding the esteemed collection of Princess IPs from Walt Disney, Disney Princess aimed to establish a contemporary, pertinent, and inspiring franchise tailored for girls and young adult females in China. To achieve this objective, Labbrand took on the project by offering valuable consumer insights and conducting market research in China that would optimize the strategic direction and tactical execution of Disney Princess, ultimately driving growth among the targeted Chinese audience. The collaboration sought to ensure that the brand resonated with the Chinese market and captured the hearts of its intended audience, thereby solidifying Disney Princess’s position as a cherished and sought-after brand in China.

Challenge

Disney faced a challenge in comprehending and navigating China’s intricate social expectations, distinct social norms, and the diverse experiences of females. The key objective was to bridge the gap between how Chinese women perceived “princesses” and Disney’s portrayal of princess characters. By gaining a deep understanding of these cultural nuances, Disney could ensure that their princess franchise would resonate with the Chinese audience, celebrate their individuality, and foster a meaningful connection with the brand. This understanding was crucial for Disney to create a relevant and aspirational franchise that would effectively cater to the preferences and aspirations of Chinese women and girls.

Solution

Labbrand applied consumer insights methodologies and market research in China to delve into the Chinese audience’s perception of princesses. Through qualitative focus groups and in-home visits across Tier 1-3 cities, Labbrand gathered valuable data on societal expectations, social norms, and aspirations of Chinese females. The research revealed the gaps between their thoughts perception and aspiration about princesses and the Disney Princess characters. By developing pen portraits, Labbrand obtained a comprehensive understanding of the values that resonated with the target audience, including their definition of a princess and their favorite Disney characters.

Results

The consumer insights provided by Labbrand played a crucial role in optimizing the strategic direction and tactical execution of the Disney Princess franchise in China. By aligning the franchise with the specific societal expectations, social norms, and aspirations of Chinese females, Disney Princess successfully resonated with the target market. The consumer insights not only enhanced the brand’s appeal but also contributed to driving growth and engagement among the Chinese audience.