The objective was seemingly simple, but certainly not easy: Use Disney+’s incredibly diverse library of iconic movies and shows to concept and create organic TikTok content that consider’s Disney’s unique voice in the entertainment space, play on trends, and cut through the millions of other accounts on TikTok.

Our creatives leaned into both the Disney nostalgia and what’s trending in the social zeitgeist to create awareness of the vast catalog through weekly social pieces showcasing currently streaming titles. Then to draw in Disney’s existing fan base and source new fans, we focused our content on being snappy and relatable. Fans appreciated that we incorporated trending copy within our videos and that we don’t take things too seriously. When Encanto first came to the service, you could not scroll through your TikTok FYP without seeing a mention of good ol’ Uncle Bruno. Leaning into the popularity of the “We Don’t Talk About Bruno” song, we crafted a fun counter piece, which reached over 1.8 million video views. In addition to highlighting library titles, we were also responsible for creating content around seasonal micro-campaigns and tentpole releases. The goal of these creatives was less about activating around a current TikTok trend (ex. a dance, sound, etc.) and more about designing fun, engaging videos in line with TikTok’s distinct aesthetic.

By creating content that resonates with how these movies and shows make us feel in the world of trends, memes, and internet dances, we have amassed over 5 million video views to date.