HOW DISNEY DONATED $2 MILLION BY VIRTUE OF UGC

USER GENERATED CONTENT CASE STUDIES

WALT DISNEY:

MADE BY HUMANS. CURATED BY TECHNOLOGY.

IT WAS ADVERTISED THAT DISNEY WOULD DONATE $5 TO THE MAKE-A-WISH FOUNDATION WITH A CAP OF $1 MILLION FOR EVERY PICTURE POSTED USING THE HASHTAG #SHAREYOUREARS.

EVEN THOUGH THE CAMPAIGN ALREADY HAD A HIGH RATE OF SOCIAL MEDIA PARTICIPATION, IT GAINED A HUGE BOOST WHEN FAMOUS ACTORS AND SINGERS, SUCH AS NEIL PATRICK HARRIS, NE-YO, AND KELSEA BALLERINI ENDORSED THE EVENT.

FOLLOWING THIS, #SHAREYOUREARS BECAME A TRENDING HASHTAG ALL OVER SOCIAL MEDIA. DISNEY WAS SO EXCITED BY THE HUGE AUDIENCE INVOLVEMENT THAT THEY DONATED $2 MILLION TO THE MAKE-A-WISH FOUNDATION, DOUBLING WHAT WAS ORIGINALLY PROMISED.

DETAILS OF THE CAMPAIGN - 29TH FEB TO 14TH MARCH

WHAT THEY’VE ACHIEVED WITH UGC:

POSTING PHOTOS ON INSTAGRAM AND TWITTER WITH #SHAREYOUREARS HASHTAG

1. ENGAGEMENT WITH TRAVEL-LOVING FANS BY CREATING A GREAT PHILANTHROPIC WORK: THE ORIGINAL GOAL OF 100,000 PARTICIPANTS WAS SURPASSED WITH OVER 200,000 SOCIAL MEDIA USERS.

2. THE MAKE-A-WISH FOUNDATION RECEIVED A LARGE DONATION FROM DISNEY AS WELL AS A HUGE AMOUNT OF PUBLICITY THAT LED TO MORE DONATIONS FROM THE PUBLIC.

MADE BY HUMANS. CURATED BY TECHNOLOGY.

THE CAMPAIGN NOT ONLY RAISED VALUABLE FUNDS FOR WISH

GRANTING, IT ALLOWED US TO ENGAGE WITH BOTH CURRENT MAKE-

A-WISH SUPPORTERS AND THOSE WHO LEARNED ABOUT US FOR

THE VERY FIRST TIME. WE NOW HAVE A WORLDWIDE COMMUNITY

WHO IS MORE ENTHUSIASTIC ABOUT OUR UNIQUE RELATIONSHIP

WITH DISNEY THAN EVER BEFORE.

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