worlds of magic in store
worlds of magic in store
Recasting a Timeless brand with The Next Generation
Disney’s online shopping division extends the magic of its characters and branded experiences to the everyday. Its products are a vital part of Disney’s constant strategy of connecting to the next generation. The shopDisney team utilized 321 to concept, develop, and market their brand and products to GenZ on Tik Tok, Instagram, paid digital ads, and OOH digital billboards across multiple brand campaigns.
Light From Within
Light has always been a source of magic for Disney, starting with Tinkerbell flying over the castle to the use of magic from wizards and godmothers in movies. We chose to display products held and worn by fans without ever showing a light source… then depicting that light emanating outward from the person as their outward expression of themselves, similar to a bokeh effect.
Creating an Influencer NEtwork
321 developed a network of nano, micro, and mega influencers in time to launch the rebranding of shopDisney to Disney Store. We used these strategic partnerships to create an authentic experience and demonstration of Disney products.
A Working Partnership
We shot and produced over 100+ video assets and 1000+ photo assets, all using various interpretations of that magical Disney light. Each of their major properties — Disney, Pixar, Marvel, and Star Wars — received individualized treatments, as well as combined brand productions. We also developed digital ad campaign guides that included hundreds of assets to lead Disney teams worldwide; all resulting in an activation strategy that successfully brought in the GenZ audience while more than doubling engagement on social.
Ongoing Campaigns
We’ve developed multiple seasonal campaigns to engage the Gen Z audience, which include interactive concepts surrounding the arc and story sculptures. The brand commercials played in Times Square. Halloween and Holiday campaigns further enhanced the light concept, demonstrating the joy and empowerment Disney stories and characters give us.
Once the initial social media campaign strategy for ShopDisney proved to be a success, Disney came back to us to produce Halloween and Holiday campaigns for the global e-commerce store.
Challenge
Disney’s online shopping division extends the magic of its characters and branded experiences to the everyday. As shopDisney began rebranding to the Disney Store, they needed to ensure their products resonated with Gen Z across social channels.
Solution
321 shot and produced over 100+ video assets and 1000+ photo assets, all using various interpretations of that magical Disney light. Each of their major properties — Disney, Pixar, Marvel, and Star Wars — received individualized treatments, as well as combined brand productions. We also developed digital ad campaign guides that included hundreds of assets to lead Disney teams worldwide; all resulting in an activation strategy that successfully brought in the GenZ audience while more than doubling engagement on social.
Let’s Transform Your social Together
In this complimentary consultation, we’ll dive into your challenges, explore tailored solutions, and outline clear next steps for partnering with 321 The Agency on your journey. Our commitment is simple: no matter the outcome, you’ll walk away with actionable insights and strategies to elevate your brand and drive results.