This presentation is about how Disney and Make a wish foundation used different social media platforms to reach 2 million hashtags and how they made immortalized this campaign.

1. By- &
PRESENTED BY- CHINMAY BOSAMIA(CB)
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2. History
 1st wish was granted in 1980
 35 years of relationship between ‘Disney’ and ‘Make a wish foundation’
 Mission- “Together we create life-changing wishes for children with critical
illness.”
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3. The situation
Celebrate Disney land’s 60th anniversary in 2016
Also to grant 100,000th wish
Goals-
Reach 100,000 hashtags
Raise $1 million for Make a wish foundation
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4. The solution
 Interactive-
 Encourage the audience to click pictures with mickey mouse ears
 Posting it with #ShareYourEars
 Multichannel- Twitter, Facebook, Instagram & YouTube
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5. The Announcement
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CTA- Engage
with brand

6. Facebook
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 Celebrities and other
organisation
participating in the
campaign and
encouraging the
audience to do the same

7. Facebook
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8. Facebook
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 Appreciating and thanking them for their efforts

9. News channels & Anchors
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 News anchor for ‘News Channel 10’ Earned media

10. Instagram
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 Celebrity endorsements  14 million followers  6.5 million followers

11. Instagram
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 3 million followers
 68.5 million followers  Performed at the “The wonderful world of Disney”92 million followers overall

12. YouTube
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More than 3.8 million subscribers
 Posted a video of a man walking on SF streets, spreading smiles and
giving ‘Mickey mouse ear’ hats for free

13. YouTube
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 EARNED MEDIA- Youtubers making videos about the #ShareYourEars campaign
and encouraging people to participate

14. YouTube
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 Photoshoot with the ‘Mickey Mouse ears’  Word of mouth publicity by daytime talk show ‘The View’

15. Twitter
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 Almost 8 million followers overall

16. Twitter
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 Thanking the audience for their efforts
 Mentioning them in the tweets rather than a retweet. Makes a bigger and
better impact

17.  Used all of their account on mentioned
social media platforms
 Because of such large fan following, the
campaign picked up quickly and was a huge
success
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 Still in action
 A powerful impact

18. Results
 Surpassed the goal of 100k hashtags and reached 200k hashtags
 Because of this huge success of the campaign, Disney decided to double the amount
 Instead of $1 million they donated $2 million to ‘Make a wish foundation’
 Increased brand sentiment for Disney, because of such a nice gesture
 Mickey mouse ear hat was $19.95, 7500 hats sold in Anaheim park i.e. nearly $150k
 Disney donated all of it to Make a wish foundation
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19. Sharing = Brand stature
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20. Some stats
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21. Missed opportunity
 Snapchat
Real time stories & location
Insider snaps of campaign
Proves you are up to date with trends
Pinterest
According to comScore, 71% of Pinterest’s 72.5 million users are women
75% of Pinterest usage takes place on mobile devices
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22. Inferred strategy
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OBJECTIVES
- Generate 100k hashtags
- Raise $1 million for ‘Make a wish
foundation’
STRATEGIES
Generate big amount of audience
engagement and publicity
- Stimulate Disney and mickey
mouse impressions
- Sell the merchandise for the
customer engagement and donating
100% of the money to ‘Make a wish
foundation’
TACTICS
Create an impactful campaign for
Disney’s 60th Anniversary &
100,000th wish for Make a wish
foundation
- Engaging multi-channel promotion
by uploading the photos with
mickey mouse ears & encourage
audience involvement with
#ShareYourEars
- Celebrity endorsement
- Encourage community sharing that
further enhances marketing of
event

23. Marketing strategy and Plan
Engagement
by sharing
pictures
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Brand building Publicity Customer acquisition Awareness

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