Strange World Project
An intern run campaign which emphasizes family, diversity, and nature.
Overview
During my time at Disney Studios, I worked with interns across multiple divisions to create a pitch of the film Strange World for Asad Ayaz, the President of Marketing at Disney Studios. Over the course of the internship, each intern conducted research, created a strategy, and mocked-up content for their respective department. As the studio’s digital intern, I worked on creating a social strategy including content ideas, social footprint, and identifying and planning influencer partnerships. The overall project also included pitch plans from research, international creative, creative content, print, special events, promotions, global publicity, multicultural publicity, and marketing science.
Objectives
Since we had to pitch plans from all the departments in one meeting, each section had to be concise and focused. I spoke with my supervisors to gain an understanding of the most important information that should be present during an initial pitch. I set out to clearly describe the digital landscape and platforms we would have throughout the campaign, create a starting brainstorm of the content pieces we would showcase, and locate opportunities through purposeful partnerships.
The film has many strong themes including environmental concerns, LGBTQ+ characters, and family dynamics. Research demonstrated that we shouldn’t lean too deep into the themes in our posted content, but our influencer relations should address these audience categories. For our influencer sponsored posts we focused on Robert Irwin, due to his love of nature, Caident Jackson, due to his explorations and storytelling style, and Color me Magic, because she has an existing Disney audience and her fashion content could connect with the artistry of the film.
Challenges
The largest challenge that I faced when creating this project was the lack of information we were initially given surrounding the film. Disney films have a lot of secrecy around their films to ensure audiences don’t have the experience ruined for them. Therefore I was unable to see the film and know crucial details that could have helped shape the content plan.
View Full Project
Below you can view the powerpoint sections that I created for the presentation. The digital section is the final 4 slides, specifically relating to my own contributions. Meanwhile, the full presentation contains sections including print, events, publicity, and more.
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