On Threads, Pixar approaches the platform as a creative sandbox. An opportunity to experiment with a more playful, self-aware tone while deepening authentic connections with Gen Z audiences. Compared to other social channels, Threads allows us to test new formats, push creative boundaries, and engage in real-time cultural conversations in ways that feel native to the space yet unmistakably Pixar.
In 2025, our objective was to expand Pixar’s reach by building meaningful new touchpoints with younger audiences who may not have grown up with our classic films. We planned to achieve this through bespoke, platform-first content that resonates during cultural moments, sparks participation, and strengthens long-term brand affinity while remaining true to Pixar at heart.
Our strategy centered on developing platform-native content designed specifically for Threads that was rooted in cultural moments, meme language, and timely trends that were already resonating with our audience. Rather than forcing participation, we prioritized organic entry points into conversations shaping the cultural zeitgeist, ensuring Pixar showed up in ways that felt natural, self-aware, and additive to the dialogue. Throughout execution, we remained intentional about striking the right balance: engaging in a way that felt culturally fluent and “cool,” while avoiding the pitfalls of inauthentic or overly branded participation that could read as forced or cringeworthy.
We proactively identified major cultural moments poised to dominate online conversation and developed platform native activations to meet them. In anticipation of a high-profile album release from Taylor Swift, we created a Pixar-inspired parody assets that mapped our IP to each track. Securing cross-functional approvals in advance so we could publish at peak conversation. Conversely, we demonstrated real-time agility by quickly responding to her engagement announcement with character-driven imagery that felt timely and authentic.
We also activated around two owned global moments: Lightning McQueen Day and the 30th Anniversary of Toy Story. For Lightning McQueen Day, we posted “Ka-Chow” with different gifs for 24 hours straight with no context; leaning into absurdist Threads humor. For Toy Story’s milestone, we shared 30 quotes throughout the day, blending nostalgia with sustained meme type humor.
Meme-driven formats became the foundation of our Threads content strategy, accounting for the majority of posts that fueled engagement and audience growth. By pairing witty/humorous, culturally fluent copy with recognizable Pixar IP, we positioned the brand in a way that felt conversational and relatable to younger audiences. Executionally, we leaned into first-person copy and selectively incorporated Gen Z vocabulary only when it felt authentic to the character and moment. This approach helped humanize the brand, shifting perception from a corporate brand to a typical participant. The result was a tone that felt self-aware, approachable, and more like a friend in the feed than a traditional brand account.
Our approach to trends was grounded in cultural discernment and speed. We evaluated emerging moments to determine whether participation felt organic to our brand and activated within the first few hours or days as momentum built. When the “we listen and we don’t judge” safe-space trend migrated from TikTok to Threads, we adapted it through a Pixar lens in a way that felt native to the conversation. As online discourse began poking fun at office culture, we leaned in with character-driven takes that aligned naturally with our storytelling worlds. Similarly, when the “boy apartment” trend gained traction, we joined the moment by showcasing the apartment of our believed characters from Monsters, Inc. Effectively grounding the trend in recognizable Pixar IP while maintaining authenticity.
Through a deliberate balance of proactive cultural planning, real-time agility, meme-led storytelling, and trend participation, Pixar successfully established Threads as a distinct and strategically valuable brand touchpoint. All this by leaning into a more playful, age fluent tone, while remaining grounded in our characters. With this, we expanded our relevance with younger audiences without compromising brand integrity.
This approach directly supported our 2025 objective of building meaningful connections with Gen Z and younger fans. Over the year, the account achieved 11% follower growth compared to 2024, with Gen Z and younger audiences now comprising the majority of our community at over 50% of total followers. Millennials represent the second-largest segment at approximately 30%, demonstrating that while we successfully expanded downward in age, we maintained strong affinity with core audiences.
Ultimately, Threads evolved into more than an experimental sandbox, but it became a high-impact channel for cultural participation, audience growth, and long-term brand affinity with the next generation of Pixar fans.
