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From the 8th Annual Shorty Awards

Disney Baby Instagram

Finalist in Instagram Presence


"Sometimes, the smallest things take up the most room in your heart." - Winnie the Pooh

Launched in 2014, Disney Baby's Instagram account does just that. We deliver a daily dash of pint-sized magic to our followers' feeds, while providing Disney moms an outlet to share how they're creating magical moments with baby right from the start.

In 2015, our business goals were to acquire followers, increase engagement and drive purchase intent and sales for Disney Baby products. Knowing that mom already uses Instagram heavily to get nursery decor inspiration, learn about new products and share swoon-worthy images of her little character, all we had to do was sprinkle a little pixie dust.

Strategy and Execution

Content strategy has three key focuses: UGC for acquisition and loyalty, Branded Content for engagement, and Product Photography and Shoppable Feed for sales.

UGC Lets Proud Moms Share & Disney Babies Shine

Snap. Filter. Post. Repeat. If there's one thing we've learned about moms, it's that they LOVE sharing photos of their little ones in social media! Instagram serves as a UGC hub by curating and re-gramming photos posted by moms and tagged #DisneyBaby. This UGC-led content strategy works to build the brand while rewarding fans for their engagement and loyalty.

Branded Content Makes Motherhood Relatable & Shareable with #Momspiration

Babies don't come with manuals, but that's where Disney Baby comes to the rescue! Our Mother's' Day 2015 campaign celebrated motherhood by sharing helpful tips and inspirational thoughts from real moms for real moms. Through a social graphic series, sweepstakes, brand partnerships, and videos, we shared advice and tips for making life easier and better with baby every day. The content was so well-received by fans that we continue to see engagement on these posts almost a year later.

Aspirational Product Photography Drives Sales with #WhatsInMyNursery & #WhatsInMyRegistry

Today's social savvy mom turns to platforms like Instagram to carefully curate her style inspiration. In a world where DIY reigns supreme, nurseries become an extension of the home, and every party is styled to Pinterest perfection, Disney Baby seized an opportunity to reinvent their product photography and optimize it for social media. For the first time ever, we moved away from catalog-style, character-heavy imagery in favor of on-trend, aspirational, social-first photos. Posts linked to product collection pages hosted on, Pinterest or directly to retail partners including, creating a seamless browse-to-buy experience for mom.

In 2015, we took 2014's wildly popular "What's In My Diaper Bag" campaign to the next level for nurseries and baby shower inspiration. These branded photos feature Disney Baby products in collections that are extensions of moms' styles. "The Adventurer's" room is filled with jungle and safari memorabilia, while "The Fashionista's" room showcases baby's best outfits, and the "Roadtripper's" registry holds everything you'll need for baby's first adventure.

Like2Buy Shoppable Feed

Shopping for Baby doesn't have to be an ordinary task — it can be a joyful discovery that starts with Disney Baby and ends in your nursery, living room, and every place you interact with your little one. Like2Buy functionality allows us to make Instagram fully shoppable, supplementing UGC images and campaigns centered around Halloween costumes and Holiday gift guides with a one-click stop for mom that has driven nearly 10K organic retail clicks in 2015 alone.


In 2015, the Disney Baby brand page saw explosive growth: 10.5M organic impressions, 484K organic engagement, follower growth of 1,137% (from 7,479 on 1/1/15 to 106,000 on 12/31/15) and over 43K retail clicks.

In particular, UGC will continue to be a major focus in our strategy as the number of moms vying to have their Disney babies featured continues to climb. In 2015 alone, over 500K images garnered 113M impressions.

It pays to surprise and delight fans. Sweepstakes resulted in a follower spike of +1,468% (compared to previous 3 week period) and 39.5% increase in engagement.


Entrant Company / Organization Name

AreaLab, Disney Consumer Products


Entry Credits