Disney+

The Challenge – Mickey Mouse is one of the world’s most enduring and beloved icons, symbolizing joy and innocence. However, his story is so deeply woven into our collective experience that it often seems invisible. The perception challenge was to reintroduce Mickey’s origin story in a way that felt fresh, engaging, and resonant for audiences across generations.

The Insight – Develop a marketing strategy that would honor Mickey’s rich legacy while forging a meaningful connection with today’s audiences. The strategic approach leveraged Mickey’s universal appeal and the emotional memories he evokes, crafting a compelling narrative that highlighted his cultural impact and invited viewers to rediscover and engage with his enduring story.

The Solution – As the marketing and communications lead, I crafted and executed a comprehensive promotional campaign for Mickey: The Story of a Mouse. I shaped the narrative and visual storytelling, managed global media outreach, and collaborated with key media partners to secure impactful placements. Targeted social media activations and engaging content pieces amplified the film’s reach, ensuring Mickey’s story resonated with both long-time fans and new audiences.

The Impact – The film’s release drew over 5 million viewers in its first week and generated significant media buzz. The strategic campaign led to a 20% increase in Disney+ subscriptions during the launch month and sparked widespread conversations about Mickey’s cultural significance. Mickey: The Story of a Mouse also won the Audience Award for Best Documentary at the 2022 Film Fest Tucson, affirming the success and emotional impact of the storytelling.