Disney’s very first Christmas brand campaign
Using nostalgia and magic to help children when they need it the most
We love a good Christmas advert here at Brandspace and who doesn’t love the magic of Disney. Get the tissues ready for this one it’s lovely!
The three-tier festive campaign, which sees Mickey Mouse take a starring role, seeks to drive engagement focussing on the use of nostalgia and magic to draw the viewer in and stir up a wonder of emotions.
‘From Our Family to Yours’, includes Disney’s first-ever Christmas advert, a three-minute animated tale telling a touching story of a grandmother, her granddaughter and the family traditions that connect them through the years.
How are Disney marketing their campaign?
The campaign supports the Make-A-Wish® charity in bringing magic to children and their families when they need it the most. New products include a vintage Mikey Mouse holiday soft toy and up until World Wish Day on 29 April 2021 inclusive, 25% of the retail price will be donated to the charity.
The story includes emotive vocals from a UK artist and the charity track is available for sale and download with donations also going to the charity. Finally, Disney is also encouraging fans to share their own past and present festive memories using the #LoveFromDisney (for each special memory shared up until 31/12/20 inclusive, Disney will donate $1USD to Make-A-Wish® up to US $100,000).
Disney’s Vice-President of marketing and communications, Joss Hastings told Marketing Week: “As the festive period is such an important one for Disney, both from a commercial and an audience perspective, we saw the opportunity to elevate our seasonal approach with a cross-franchise campaign that not only promotes new products, but celebrates the role Disney plays with families at Christmas.”
After a year that saw Disney parks shut, cruises cancelled and films held back, the brand will be hoping its festive effort is a reminder to those under lockdown in the run up to Christmas.
We think it will be a huge hit and is for a great cause. What do you think? Is this up there with the likes of John Lewis and Sainsbury’s efforts?