CONCEPT

Sometimes it feels like you need superpowers to be a parent these days. This campaign celebrates moms and dads, the frequently unsung heroes, imagining these parents as superheroes getting through the moments of the day with baby using their superpowers.

Through comic book illustrations, Disney Baby released Super Parent Vignettes across its social platforms during the 6-week window between Mothers’ Day and Fathers’ Day. Images also lived on a microsite, driving traffic to enter the sweepstakes and participate in UGC.

OBJECTIVE

Drive awareness, purchase intent, influence sales for Disney Baby product priorities. Increase number of fans and build engagement on social platforms. Create new value proposition for fans to follow through exclusive content. Continue to position Disney Baby as a trusted resource to new parents by providing timely and relevant information in an exciting and shareable way with #SuperParents Sweeps.

RESULTS

512 average engagements per post across all platforms. Posts featuring prize packages and calls to action to enter the sweepstakes garnered click through. Parents inspired to think of themselves as heroes and generated their own images. Increase in impressions & engagement on Instagram despite illustrated content.

Role: art direction, design, ideation, campaign development, sticker illustrations, typography