Role: Digital Project Lead
‘Watch what happens when you are to dream big. Really, really big.’ ‘Dream Big, Princess’ believes that, in this current day and age, women and girls should feel empowered and believe in themselves. With such a belief, one can achieve great things. Driven by the new vision of the Disney Princess Franchise, ‘Dream Big Princess Campaign’, the online team worked with the TV marketing and Franchise teams to produce a large-scale campaign in South East Asia to drive awareness to guests on the new directive. The ultimate goal was to reach out to guests about the rebranding, as well as pushing programmes running on Disney Channel and Disney Junior on the campaign.
The Dream Wall of the contest page – Contains a moderated wall of entries from guests in the region
Dream Big Princess: Create a dream relays a message to young, aspiring princesses to dream big and reach for the stars, and that they can do the same to inspire others. Leveraging on the idea of a meme generator, girls can create their dreams in the form of stunning imagery with the provided Disney Princess images.
Campaign was also available in two languages: English and Thai!
The campaign site was fully responsive and contained enough content to engage users. Along with the support third-party vendors, jump started the campaign delivery process from the end to end. This includes scoping, development, delivery and finally, reporting.
The end results of the campaign was very positive, and the site is still seeing new dreams generated, even after the competition!
Dream Creation Process
Guests can also store their created dreams, as well as bookmark their favourite posts