In 2016 I was the Lead Digital and Social Producer at Disney Channel Australia and New Zealand.
Show Us Your Roar’s user-generated content campaign encouraged parents to share a video of their children giving their best and bravest lion roar. These videos were submitted via a custom-built Disney Junior Website and shared across social media. A selection of roars was combined into a single promo spot that was promoted across Facebook and YouTube whilst simultaneously airing on Disney Junior.
The campaign reached over 1.6m parents, grandparents, and caregivers, with the final campaign spot being viewed 2.8m times (Australian and New Zealand viewers only). The Lion Guard premiere was the #1 Kids Content on all STV Kids Channels for that weekend, as well as #1 in the time-slot demo across all FTA and STV Kids Channels. The campaign has been reproduced by Disney Junior channels across the entire Southeast Asia region, Turkey and the Netherlands.
The campaign was nominated for a 2016 ASTRA Award: Most Outstanding Social Media Campaign.