For Disney's 100th anniversary celebration, we wanted to spotlight one of the most beloved films from Walt Disney Animation Studios—Encanto. And what better way to honor Encanto than by celebrating its music?
The Challenge: We were looking to create something fun and interactive to celebrate the music of Encanto while also driving our Consumer Products objectives—in other words, how do we use an engagement tactic to drive conversion?
The Solution: Using the widely beloved, Grammy-winning song "We Don't Talk About Bruno" (written by Lin-Manuel Miranda) as a source of inspiration, we created a dance-along-style lens that allows users to follow some simple steps with Mirabel as a visual aid. Though the lens did not have any direct product integration, we were able to meet our Consumer Product objectives by using the lens to build and qualify an audience of engagers to retarget against with dynamic product ads.
How I Executed: Working in partnership with Meta and AR agency Trigger, I led concepting, stakeholder approvals, project management, distribution strategy, and I worked with Disney Music Group to license "We Don't Talk About Bruno."
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