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How Disney donated $2 million by virtue of UGC

2016 was a year of some great Marketing Campaigns. For these days ahead of Christmas we decided to share one of the kindest and the most wonderful ones, which was created by Disney and the Make-A-Wish Foundation. It was advertised that Disney would donate $5 to the Make-A-Wish Foundation with a cap of $1 million for…

2016 was a year of some great Marketing Campaigns. For these days ahead of Christmas we decided to share one of the kindest and the most wonderful ones, which was created by Disney and the Make-A-Wish Foundation. It was advertised that Disney would donate $5 to the Make-A-Wish Foundation with a cap of $1 million for every picture posted using the hashtag #ShareYourEars.

Even though the campaign already had a high rate of social media participation, it gained a huge boost when famous actors and singers, such as Neil Patrick Harris, Ne-yo, and Kelsea Ballerini endorsed the event. Following this, #ShareYourEars became a trending hashtag all over social media. Disney was so excited by the huge audience involvement that they donated $2 million to The Make-A-Wish Foundation, doubling what was originally promised.

 

Details of the campaign:

  • Active: 29th Feb to 14th March
  • Mechanics: Posting photos on Instagram and Twitter with #ShareYourEars hashtag

“The campaign not only raised valuable funds for wish granting, it allowed us to engage with both current Make-A-Wish supporters and those who learned about us for the very first time. We now have a worldwide community who is more enthusiastic about our unique relationship with Disney than ever before.”

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What they’ve achieved with UGC:

  1. Disney created a great philanthropic work: the original goal of 100,000 participants was surpassed with over 200,000 social media users.
  2. The Make-A-Wish Foundation received a huge donation from Disney as well as a huge amount of publicity that led to more donations from the public.

Photos available to license on Lobster:

#christmas #winter #disney

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