Disney Advertising is committed to creating opportunities that uplift communities through purpose-driven initiatives. As part of that commitment, Disney Advertising launched Project Elevate to provide small businesses with education, mentorship, and advertising resources to help them grow. In partnership with the creative agency Translation, the program delivers a customized eight-month curriculum focused on business development, marketing strategy, campaign development, and brand storytelling. Since its launch, Project Elevate has supported 13 small businesses, helping participants increase brand awareness, expand their reach, and drive measurable business impact. At the heart of Project Elevate is a commitment to authentic storytelling and connecting brands with the audiences that matter most. By leveraging Disney Advertising's scaled portfolio, data-driven targeting capabilities, and unparalleled storytelling expertise, the program helps participating businesses achieve their advertising goals while amplifying their impact within the communities they serve.
Project Elevate demonstrates Disney Advertising's commitment to empowering small businesses through content and experiences that resonate with our global audiences. The program equips entrepreneurs with the knowledge and tools to achieve their advertising objectives. According to the Ad Perceptions Small Business Study, 50% of small businesses cite a lack of funding as a barrier to scaling their advertising, while 39% say improving marketing performance is a top priority. Despite these challenges, fewer than half currently utilize streaming television as part of their marketing strategy. Project Elevate helps bridge this gap by providing participants with the opportunity to create and launch their first advertising campaign across Disney Advertising platforms. Through access to Disney's premium streaming portfolio, data-driven targeting capabilities, and industry-leading storytelling expertise, participating businesses gain exposure, reach, and measurable impact within the streaming media landscape.
Participants are selected through a rigorous application process evaluating their business journey, growth needs, and commitment to community impact. Those selected join a curated group of subject matter experts who share industry best practices and resources.
Storytelling is at the core of Disney, and Project Elevate is built on that foundation. The program is designed to help entrepreneurs harness the power of storytelling to strengthen their brands, connect with audiences, and achieve their business objectives.
The experience unfolds in two phases. First, participants engage in educational sessions focused on research, advertising, strategy, and brand development. These learnings are then brought to life through Translation's strategic and creative development process, resulting in a fully integrated brand campaign that authentically captures each business's unique story.
The curriculum is complemented by practical tools and resources that participants can leverage long after the program concludes. For example, this year's curriculum included a public speaking workshop that helped entrepreneurs develop and refine elevator pitches tailored for investors, partners, customers, and other key stakeholders.
The program culminates with the creation and launch of a custom :30-second ad that runs across Disney's streaming platforms. Participants also receive rights to use the creative asset across their owned and operated channels for up to one year, extending the value of the program beyond the campaign flight. By combining education, mentorship, and world-class creative storytelling, Project Elevate equips small businesses with the confidence, tools, and exposure needed to elevate their brands and accelerate growth.
Through Project Elevate, we have delivered more than 23.6 million impressions on Disney streaming platforms across 13 businesses. Among the most recent cohort, BULLTUG, a company that designs unique, feature-packed dog toys, saw a 25% increase in sales alongside a 45% surge in direct website traffic. Iwi Nails, a Hawaiian-owned gel nail strip brand, optimized its digital channels to drive conversion, resulting in a staggering 15.5K% increase in Facebook views, a 491% lift in Instagram reach, and a 250% increase in total sales. Poofy Organics, a sustainable beauty, personal care, and household products brand, converted top-of-funnel awareness into brand loyalty, achieving a 1,100% increase in Instagram reach, a 1,300% jump in Facebook viewers, and a 52% increase in returning customers.
Beyond digital metrics, the program generated meaningful brand equity and wholesale opportunities. BULLTUG attracted interest from three large independent U.S. retailers, built relationships with product reviewers and animal rescues, and received invitations to pet expos and national television opportunities, including the Howie Mandel Does Stuff show.
Participant testimonials reflect the program's impact, with founders crediting the hands-on mentorship for strengthening their brand strategy, storytelling, and leadership confidence. As Poofy Organics owners Auclair Walters and Ana Osuna shared, the experience left them "better equipped to refine our marketing approach and enhance our brand strategy," while providing insights that will continue to strengthen their business.
Project Elevate demonstrates Disney Advertising's ability to uplift small businesses and the communities they serve. As the program enters its fifth year, it aims to expand its impact by mentoring and amplifying the next cohort of purpose-driven brands.
