Inviting fans of the brand to a social gathering
The Brief: Fuel engagement on Walt Disney World social channels by creating a story-driven Thanksgiving Day post featuring classic Disney Parks characters and leveraging new formats such as video carousels.
The Idea: Gather beloved Disney characters around the Thanksgiving table for a festive holiday feast.
A video carousel served as the perfect device to showcase and connect character vignettes, with each ‘passing the dish’ scenario advancing the story.
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The celebration began with a magical exchange between Mickey and Minnie…
Followed by a typical mishap between Goofy and Donald…
Then Chip and Dale found something new to fight over…
And Max learned that sharing is the best holiday tradition…
The Thanksgiving Day post achieved the brand’s highest engagement rate among all organic posts in 2022.
I conceived the overall post concept and wrote all but one of the vignette scenarios.
(Credit: Little Buddy Agency + Yellow Shoes Production Co.)