Submitted by NewGen

Welcome to Wrexham

NewGen built a branded livestream and creator campaign for DisneyPlus around the launch of Welcome to Wrexham, reporting 275K+ Engagements against a Gen Z subscription target.

275K+engagements
62K+link clicks
16K+total concurrent viewers

Case in 60 seconds

DisneyPlus needed the launch of Welcome to Wrexham to do two jobs at once, because the brief NewGen describes was attracting Gen Z viewers to the series and then converting those viewers into paying Disney+ subscribers.

The campaign appears to turn on the idea that a Gen Z audience treats live viewing as a place to be present rather than a broadcast to receive, which is why the branding was built into the stream itself rather than run alongside it.

NewGen organised the launch around its own stack, pulling its creative team, its proprietary software NewGen Live and its exclusive creators into a single campaign rather than commissioning content and placing it separately.

The campaign ran through NewGen Live, with the stream branded throughout in Welcome to Wrexham branding so that the series surrounded the viewing environment, which the agency describes as a 360 experience for audiences.

NewGen reports 16K+ Total CCV, 275K+ Engagements and 62K+ Link Clicks against the launch, with no subscriber or conversion figure given for the acquisition half of the brief.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen Z viewers, who the page states the campaign was tasked with attracting and converting to Disney+ subscribers.
A streaming platform launching a single series has to convert attention into a paid subscription rather than a view, which is the challenge NewGen states in the brief because attracting Gen Z viewers and converting them to subscribers were set as one task.
Welcome to Wrexham functioned as the environment rather than the message, because the branding was applied across the whole stream so the series framed the session an audience was already in.
Based on the available evidence, the work assumes a Gen Z audience is reachable in live creator viewing rather than in scheduled promotion, though the page does not state what evidence led NewGen to that route.

Creative & Execution System

Assets & channels

  • livestream
  • video

Partners

  • NewGen (lead_agency)

Creator role

  • exclusive creators

Results & Evidence

MetricValueResult type
engagements275K+ Engagementsengagements
link clicks62K+ Link Clickstraffic
total concurrent viewers16K+ Total CCVperformance

Why NewGen's strategy worked

  1. 1

    Branding the stream environment rather than the content inside it lets a title sit with an audience for the full duration of a session, which is why NewGen frames the result as a 360 experience rather than a placement.

  2. 2

    Where a brief runs from viewing through to subscription, link clicks become the reported proxy for intent, and the 62K+ Link Clicks figure carries that weight here because no conversion number follows it.

  3. 3

    An agency that owns the creative, the software and the creator roster can compress a launch into one campaign, which is the argument NewGen makes by naming all three verticals as the reason the work held together.

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