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Disney x This Girl Can

The Challenge

Disney partnered with This Girl Can to break down barriers for busy, on-the-go mums to get active with their children. This was a series of dance-along videos featuring real This Girl Can community families dancing to popular Disney songs.

What I did:

As part of the This Girl Can team, I worked closely with Disney’s team to write inspiring, family-focused social copy that motivated mums and their children to get active together.

As part of the This Girl Can team, I worked closely with Disney and our paid social agency to maximise the reach and performance of the campaign.

I led a test-and-learn approach across paid and organic social to understand which messages, creative assets and formats resonated most with mums.

• Worked with our agency to set up and manage paid social testing across multiple audiences, copy variations and creative formats.

• Wrote and refined a range of social copy, captions and calls to action, testing different tones and messaging to optimise engagement and encourage families to get active together.

• Developed family-focused, Disney-themed copy that positioned dancing together as a fun, accessible everyday activity rather than formal exercise.

• Created and edited a range of tailored Instagram Reels and Stories using the Disney campaign content, adapting the assets specifically for the This Girl Can audience and platform behaviour.

• Used campaign learnings to optimise which assets and messages were used organically, helping us reach new audiences and increase engagement.

• Maintained an inclusive, positive and non-judgemental tone of voice throughout, ensuring all content aligned with the This Girl Can brand.

The results

  • Achieved the highest daily traffic to the This Girl Can website in 3 years.
  • Gained 21 million impressions during the half-term promotional period.
  • Achieved 2.5 million organic social impressions, with 77% new viewers reached.
  • 80% of parents aware of the videos reported that the videos motivated and inspired them to dance with their children.
This Girl Can x Disney image