In celebration of the grand 75th anniversary of Walt Disney's enduring animated classic Cinderella, we crafted high-end, customized gift mailers for influencers and Disney fans. We set out to surprise and delight influencers with an exciting reason to celebrate Cinderella's 75th anniversary with us. We made an effort to make the massive packages (filled with an invitation to the Prince's Ball, exclusive merchandise, an AR integration, and a replica of Cinderella's iconic glass slipper).
Working with partners from across The Walt Disney Company, including Disney Brand Marketing and Disney Consumer Products, we were able to deliver a one-of-a-kind mailer experience to influencers. We built the experience from the ground up, developing a custom mailer box featuring Cinderella 75th branding.
The first item in the box that influencers opened was a a bespoke invitation to the Prince's Ball with an exclusive AR integration through a QR code. By scanning the QR code and positioning the phone camera properly with the included Cinderella's Carriage container, the carriage magically comes to life, just as it did in the animated film. Within the exclusive Cinderella's Carriage container was an Arribas Brothers replica of Cinderella's iconic glass slipper. By including this, we were able to make the mailer feel extremely high-end, fit for a royal celebration.
Despite condensed production and planning timelines, we were able to send all Cinderella 75th anniversary mailers out for delivery to influencers in time for the film's official anniversary on February 15, 2025. This gave influencers enough time to make and post their videos unboxing the mailers within our celebration window, spreading the magic of Cinderella's 75th anniversary across social media.
In total, we were able to send out mailers to 33 creators, resulting in over 120 unique posts across platforms. The posts delivered over 2M engagements and 30M views across platforms, driving significant added value to our Cinderella 75th anniversary campaign.
