Project Background
Disney Baby is a part of Disney Consumer Products and Interactive Media, which engages in merchandising of the Disney brand and Disney properties through licensing. From diaper bags to crib sheets, Disney Baby utilizes popular characters, such as Winnie the Pooh and Mickey Mouse, and creates products for parents. My agency was tasked with managing their Facebook and Instagram accounts and developing a social strategy that would help increase link clicks.
As the Senior Social Media Account Executive on this account, I was tasked with creating monthly content calendars, developing quarterly strategies, and identifying social trends that can help increase sales for Disney Baby licensees and retailers.
Since taking over the account in November 2021, Disney Baby’s click-throughs had increased by 70% compared to the previous quarter.
My experience with this client included:
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Disney Baby has a total following of 3M, with 1M being on Instagram and 2M being on Facebook. To keep fans engaged, social monitoring is performed three times a day.
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Alongside the Disney Baby team, I help identify influencers for influencer seeding. This strategy has helped Disney Baby gain more original content to use on their social platforms.
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With consumer packaged goods, there are many issues that can occur to delay a product launch. By creating an agile content calendar, I have been able to circumvent these issues and continue with Disney Baby’s regular posting schedule.
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Through biweekly, monthly, and quarterly reports, I take a look at Disney Baby’s metrics and compare them to monthly benchmarks and previous periods’ data. With this data, I formulate my analysis of trending posts and content buckets. These reports are presented to key stakeholders within the Disney Baby team.
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As the Social Media Account Executive, I manage the monthly Instagram sweepstakes. This entails drafting up the long-form sweepstakes rules, monitoring comments, and communicating with the winner.
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To have the team create content that is social media focused, I take the lead in developing the visual and copy direction for each post that goes out. Below, you’ll see the outlined creative process.
