Disney
‘Welcome’
Concept development / Copywriting / Client presentationsI had the honour of concepting and writing Disney’s welcome email. From its themes parks and cruise holidays to retail outlets and streaming apps – however you ended up on their mailing list – this was the first email you’d receive. It simply had to be magical...
Disney
‘Dream Box’
eCRM CAMPAIGN
Disney's ‘Dream Big Princess’ campaign repositions the Disney princesses as role models and teaches little girls to believe in themselves.
A series of activity emails were sent out to help parents keep their children occupied during the school summer holidays. Each activity highlighted a positive personality trait of a Disney princess.
Children need a safe place for all their summer keepsakes, so the first email encouraged parents to help them build a ‘Dream Box’.
Follow-up emails provided activities to create keepsakes for the Dream Box. The first two activities highlighted Rapunzel’s creativity and Cinderella’s determination.
Further emails provided even more Disney Dream Box keepsakes. The remaining activities highlighted Ariel’s adventurous nature, Belle’s intelligence and Tiana’s ambition.
This CRM, email and social campaign was created during a second 10-month freelance stint at Proximity London.