Objective

In honor of The Walt Disney Company’s 100th anniversary, Disney partnered with TikTok for a first-of-its-kind content hub, offering fans a unique, interactive experience on the TikTok platform where stories, magic, and memories came together. 

The goals of this premiere execution were to:

• Celebrate and honor The Walt Disney Company’s 100 year anniversary. 
• Increase followers on TikTok across all Disney brands and handles. 
• Increase awareness and drive interest in the new movie Wish. 
• Highlight the breadth of content from The Walt Disney Company.  
• Increase brand and fan affinity. 
• Increase usage of Disney music on the platform.

Strategy

Live from 10/16/23 - 11/13/23, the Disney100 TikTok hub allowed fans to watch videos from across Disney’s brands, create their own videos with Disney music and effects, play daily Disney trivia, and collect and trade “Character Cards” to win unique profile frames to express their fandom.  With more than 49 Disney handles participating, the four-week activation was live in 24 regions around the world. 

The Hub prominently featured the latest Walt Disney Animation Studios feature film, Wish, with characters and music from the movie featured in the Hub, 

The Disney team curated a Disney100 Playlist, which encouraged the TikTok community to create with popular Disney hits. The Disney100 Playlist included songs from classics like Cinderella and The Lion King, in addition to new movies like Wish, hits from Pixar Animation Studios’ Toy Story franchise and Disney Branded Television’s High School Musical franchise, and more. 

Social conversation registered extremely positive throughout the campaign, largely driven by fans trading character cards with one another and celebrating the company’s 100th anniversary.

Results

The response from fans on the platform was astronomical, solidifying Disney as a culture driver on TikTok. The results were equally as impressive and included: 

• Participating TWDC TikTok accounts gained more than 172 new followers, bringing ESPN to be the most followed brand account on TikTok. 
• Within the hub, visitors unlocked over 18B character cards 
• #Disney100 garnered more than 7.2 billion video views 
• Music from the movie “Wish” was a featured “Sound” in the Hub’s “Create with Disney” section, helping to drive “This Wish” to peak at No. 2 on the TikTok Billboard Top 50 chart.
• Sentiment throughout the hub’s run was overwhelmingly positive, with audiences celebrating Disney’s 100th anniversary primarily by collecting and trading character cards. Fans interacted with one another, provided tutorials on how to navigate the hub, and shared answers to the daily quizzes.

Media