Social Engagement Campaign

“Best Day Ever!” – Tangled
This experience is one of the highlights of my career. Being on Disney Studios, helping moms discover one of the best Disney films of all times,  creating moments with their kids that build families, this project was just about a “best day ever” moment.

Campaign Overview: 

The successful theatrical release of “Tangled” utilized an innovative marketing strategy targeting both boys and girls. While the theatre release focused on the male character in the film, the marketing department wanted the DVD release to focus on empowering girls and promote the princess character. We developed a concept to empower young girls to embrace their talents. Building on the insights that blogs are looking for valuable content to share with their communities, we profiled influential moms in the social space and asked them if they would like to participate. The campaign featured an interactive application helping moms create “Tangled Talents” DVD release parties. The application included downloadables featuring crafts, games and movie trivia with embed sizes that allowed the bloggers to customize the content for their communities.

Tactics Included: Interface design and development, social engagement, social assets, digital application, print materials.

The campaign generated over 4.4 million impressions across social channels, engaged over 1,300 influential mom bloggers and their communities and helped contribute to one of Disney’s most successful DVD releases to date.

Role: Creative Director and Strategist
Agency: DBA Worldwide & PartnersHub