Blog
DISNEY IWAJU
THE BRIEF
The brief was to create heightened awareness and anticipation for Disney+’s new animation series, IWÁJÚ , set in a futuristic Lagos, while showcasing Disney’s cultural consciousness.
The strategy centered on engaging influencers from the African Diaspora, leveraging their reach to amplify the series' promotion. A key initiative
was the African Experience Dinner, designed to immerse influencers in the series' cultural and thematic essence, fostering authentic engagement and enthusiasm.
EXECUTION
The African Experience Dinner brought together 20 prominent influencers from the African Diaspora in an intimate and culturally rich setting. The event featured traditional African cuisine, music, and art, providing a multi sensory preview of IWÁJÚ ’s vibrant, futuristic portrayal of Lagos.
This authentic cultural immersion was meticulously crafted to resonate deeply with the influencers, ensuring they could genuinely connect with and promote the series. Coordinated social media campaigns, including live updates, exclusive behind-the-scenes content, and personal testimonials from the influencers, were orchestrated to maximize digital reach and engagement.
RESULTS AND IMPACT
The campaign successfully heightened awareness and anticipation for IWÁJÚ among target
audiences, evidenced by the widespread positive feedback from influencers and attendees who praised the event's cultural authenticity and engagement. This strategic approach extended the series’ reach significantly, achieving a digital engagement of 15 million people. The influencers' networks played a crucial role in amplifying the promotion, demonstrating Disney’s commitment to cultural consciousness and effectively positioning IWÁJÚ as a highly anticipated series in the global market.
