#ShareYourEars

Campaign
Disney Parks partnered up with the Make-A-Wish Foundation to help grant the wishes of children with life-threatening medical conditions.
Disney invited fans to share pictures featuring the classic Mickey Mouse ears on Twitter and Instagram using the hashtag #ShareYourEars. For each picture shared, Disney donated $5 to the foundation.
Participants were also encouraged to make a $5 contribution of their own to enter the sweepstakes for a chance to win special Disney prizes.
The campaign was so successful that Disney Parks donated $2 million, double their original pledge.
Effectiveness
Disney could have easily made a $1 million donation, but it was more than just the money. It was about raising awareness and inspiring others to do good. And what better way than to use social media platforms and creating a hashtag. The benefit of using a hashtag is that it can become a trending topic and go viral, which it certainly did for Disney. It garnered the attention of celebrities, including actor Neil Patrick Harris. His post on Instagram reached his more than five million followers. Even though the campaign was worldwide, Make-A-Wish made it more personable by individually thanking some of the participants. Another feature of the campaign was that as long as you had a Twitter or Instagram account, everyone could participate. Disney did not require participants to use official Disney gear. People could get creative and use their hands, balloons, or anything else they had on hand to create ears. Disney’s utilization of user-generated content marked the success of their campaign.
Not only did this campaign raise $2 million for deserving kids, it raised awareness of Disney’s philanthropy. Disney is committed giving back to the community and this campaign added one more effort to their ever-growing list. It certainly gave the public another reason to support Disney. Disney’s customers will appreciate knowing their purchases help Disney accomplish its mission.

Comments

  1. UnknownApril 30, 2017 at 1:33 PM

    This campaign was a clever way to spark some relevancy for the Disney company and also was a good way to raise awareness for the Make-a-wish campaign. This seems like a fun campaign to participate in and encourages those who participate to donate their own money to help the cause. Disney has always held the positive image of family fun. By using the Instagram and Twitter platforms, Disney was able to grasp the attention of everyone of all ages and social status.

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