Brands should use their communication strategies to connect with consumers and convey emotions to be unforgettable.
For more than 100 years, Disney has been delivering people with magical films, unforgettable experiences, and the idea that dreams come true, becoming a leader in the entertainment industry. But more than that, Disney has also demonstrated that even though time changes, they remain the same as they upgrade their marketing efforts to appeal to older and newer generations and create a community of dreamers who understand Walt’s vision and values.
Last year, with the kick of the Disney 100 anniversary celebration, tons of partnerships and marketing innovations were released to create a nostalgic sentiment and appeal to those following the company since they were kids.
However, among many innovative campaigns, one got more attention from the mainstream than the other, and all it took was for Disney to find the right partner to help develop a big publicity stunt.
Connecting with Users Through a Screen
In the mark of the celebration, Disney partnered with TikTok to create the first brand hub that the platform users have ever seen. In this hub, TikTok users could interact with Disney videos, as well as utilize trendy audio to create their own content. It also had a feature to interact with some Trivia questions to challenge your Disney knowledge.
Nostalgia-Driven Success on TikTok
However, the most impressive feature Disney and TikTok launched was an activation for people to collect different “Character cards”, evoking nostalgic feelings of when people were younger and used to exchange collectibles with their friends. Even though the exchange took place through a screen this time, it made the whole platform connect to collect all the cards. This activation not only took everyone back to their childhood with classic characters but also generated noise around the magic celebration and the upcoming releases of the brand. Some of the challenges to getting the cards included downloading the Disney+ app or following a Disney account, increasing the number of followers and users engaging with the brand.
In other words, Disney is a company that has been surprising the public for many years, not only with its movies, parks, and resorts but also with the power of communicating ideas around Walt’s original vision while building a strong community united by the idea that dreams come true and making happy their inner child.
By partnering with other big brands, Disney achieved its goals and reached different audiences. Demonstrating that things have changed, but Disney remains the same and that it is possible to hold strong connections through a digital screen.
I hope you have enjoyed learning about how Disney uses its communication to connect with consumers, and do not forget to subscribe for more content. Have a magical day!
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