Combining the magical world of Disney with the practical needs of back-to-school shopping can be tricky. Disney briefed Hashtag to create a video campaign that would be exciting and engaging to reach mothers who are looking for back to school merch that makes their children excited for their first day in school while also driving in-store traffic for Max stores.
The approach:
The storytelling was key for our strategy. We created a video campaign featuring Disney’s back-to-school collection by partnering with popular social media influencers who match the audience we want to communicate with.
By focusing on the power of video, we devised a storyboard that shows the happiness of the kids when we showed them the items spontaneously and captured their reaction on camera! When shooting time came only the mom knew whats the plan and we let the authenticity dominate the video theme.
Additionally, we invited a couple more moms and their kids to play in-store game and guess whats the prizes were: Disney merch! Wohoo!
Making Memories and Boosting Sales:
The combination of the online campaign and in-store games with prizes proved to be a winning formula. Kids had a great time participating in the games, and many walked away with amazing Disney prizes. Additionally, the influencers’ campaign video had a whopping 740K video views, maximizing exposure and reach for the Max Fashion x Disney back-to-school collection which was sold out.
