Disney
hits
The challenge
Disney Hits is the “Happiest Playlist on Earth!” The self-managed playlist from Disney Music Group features all the latest and most popular Disney songs along with some of their all-time greatest hits. The Brand Agency was challenged with positioning Disney Hits as the “go to” Disney Music playlist amongst the target market by driving awareness to Disney Hits playlist and increasing listeners and followers on multiple platforms via a comprehensive integrated campaign. The overall goal was to promote and generate awareness of the Disney Hits playlist and illustrate how easy it is to engage with voice-automated smart speakers by leveraging the warmth and emotion of “family” tied to the Disney hits playlist.
Data-driven Results
Recognizing the need to utilize talent that would resonate with an audience that were both authentic fans of the Disney brand as well as family friendly, The Brand Agency curated an extensive list of relevant and diverse influencers within this demographic. From there, we leveraged our relationships with talent agents, managers and publicists to gauge interest, availability and fees. We liaised with the Disney Hits team to relay information about each option and decide which names would be best to target. We negotiated the contract points with our contacts, orchestrated photo/video content and social media posts for each influencer, and ensured payments were made promptly.
The Brand Agency has brought awareness of Disney Music Hit’s with social media posts with mainstream diverse influencers including Catherine Giudici Lowe, Felicia Walker Benson, Ginger Parrish, and Dustin Patrick Smith. These influencers are prominent in their family-oriented content, and on the behalf of Disney, have showcased the significant admiration families and children have for Disney Music.