THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Disney Story Time

Finalist in Video Series

Objective

 

The objective of the "Story Time" Instagram carousel and TikTok series is to create an innovative mixed media experience that transforms classic Disney tales into immersive, nostalgic storybooks. By leveraging scene lifts and art pool files from Disney Publishing, the goal is to engage followers in unique narrative journeys, rekindle their love for these iconic stories, and encourage them to stream the titles on Disney Plus.

Strategy

 

To achieve this objective, the strategy involves artfully framing iconic scenes and adopting character perspectives to create a compelling visual feast. Each post in the series blends animation with interactive elements, making every swipe a step deeper into the Disney universe. The series targets milestone anniversaries and incorporates legacy Disney talent to narrate the stories, providing a surprise and delight for fans. By evoking nostalgia and reminding fans of their love for these tales, the series aims to drive engagement and increase streaming on Disney Plus. Feedback from the comment section was used to refine the approach, ensuring it resonated with the audience.

Results

The "Story Time" series has proven to be immensely successful, with each post attracting over 2 million views on average, consistently garnering upwards of 110,000 likes and nearly 600 comments. This campaign has also resulted in significant growth across social media platforms, with a total of 67,000 shares on Instagram and TikTok combined, and an increase in follower counts by over 30,000. These results underscore the strategy's effectiveness in captivating the audience and generating interest in Disney's classic tales. 

Media

Entrant Company / Organization Name

Disney

Links