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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Disney+ Twitter

Finalist in Twitter Presence

Objective

The goal of the Disney+ Twitter is to share content that represents the expansive Disney library—from catalog classics to modern Originals—for new and old fans alike. This is done in a more interactive and directly engaging way than the other Disney+ social platforms.

Strategy

Twitter is the most personal platform of Disney+ social, intended to increase brand awareness and interest in subscribing, while engaging fans in a more direct, conversational way.

On the account, you can find takeovers, live Q&As, watch parties, themed threads, polls, text-only formats, and more interactive content. Ultimately, whether it be stunts with known talent or dynamic content that utilizes native Twitter features, the goal is to foster the relationship between brand and fan.

Real-time engagement to connect with said fans, as well as other brands and influencers, is a key driver for our page on this platform.

What makes our voice unique among others is our ability to activate across multiple fandoms and touch points, given the core cache of IP on Disney+. From Disney and Pixar to Marvel and Star Wars, we’re adept at leveraging Twitter to showcase these globally known brands side-by-side via stills, GIFs, and videos—often in a way that reminds our audience of their close proximity to so many different worlds.

Results

Disney+ Twitter launched in August 2019 and has since garnered upwards of 1.9M followers. In October 2019, the account served as the lynchpin for a buzzworthy, multi-platform campaign that unveiled to fans nearly every title slated to be available on November 12, 2019, when the Disney+ service went live. As part of this stunt, we created a thread of 600+ tweets, listing every title—from Snow White and the Seven Dwarfs to The Mandalorian—in chronological order. With an outcome of 15M engagements, the activation trended globally for six hours on Twitter and garnered earned media worldwide. Since then, we have continued to increase our follower base and leverage the account for similarly exciting announcements as well as campaigns. From our celebration of National Streaming Day to the announcements on Investor Day 2020, our page has driven high-volume conversations among global fans—bringing many of our titles to the trending charts.

Media

Produced by

Disney+

Link

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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