Earlier this year, Disney Parks teamed up with the Make-A-Wish Foundation to launch a charitable social media campaign called '#ShareYourEars.' While many brands use social media as a tool for promoting their products, Disney's latest initiative demonstrates that social platforms can also be used for more noble causes.
The #ShareYourEars campaign was launched earlier this year as a way of celebrating the 100,000th Disney wish granted globally. The campaign involved asking Disney fans to share photos of themselves with Mickey Mouse-style ears on Facebook, Twitter or Instagram. For each photos with the hashtag #ShareYourEars Disney Parks donated $5 to the Make-A-Wish Foundation. While Disney had originally set a cap of one million on the campaign, the overwhelming social media response encouraged the company to double its original donation.
The campaign demonstrates how brands can use multiple social media channels to support charitable initiatives.
Disney Character Photo Campaigns
Disney's #ShareYourEars Campaign Supported a Charitable Cause
Trend Themes
1. #socialgoodcampaigns - Brands can use social media to promote charitable initiatives, such as Disney's #ShareYourEars campaign, which raises awareness and funds for charitable causes through social platforms.
2. Crowdfunding for Charitable Causes - The success of Disney's #ShareYourEars campaign shows that consumers are eager to be involved in fundraising for non-profit organizations and highlights a possible disruptive innovation opportunity for charity crowdfunding platforms.
3. Brand-nonprofit Collaborations - Disney's partnership with the Make-A-Wish Foundation for its #ShareYourEars campaign demonstrates the potential for brands to collaborate with non-profit organizations to promote social good, creating an opportunity for more strategic partnerships.
Industry Implications
1. Entertainment Industry - Entertainment companies like Disney can use their brand recognition to promote charitable causes in creative ways, like Disney's #ShareYourEars campaign.
2. Digital Marketing Industry - The success of Disney's #ShareYourEars campaign proves that there is a growing demand for socially responsible branding and companies that can help promote social good through various digital marketing channels.
3. Nonprofit Industry - The #ShareYourEars campaign demonstrates how nonprofits can leverage social media and corporate partnerships to raise funds for charitable causes and highlights the potential for more creative partnerships with corporations.