#Make A Wish-- Share Your Ears#
I'm guessing that most of you have not been to a Disney theme park before.
Everyone who goes to Disney wants Mickey Mouse ears.
And I would like to share something with you about this magic hat, Disney's Share Your Ears campaign.
Disney ran a brilliant charity campaign with the Make-A-Wish Foundation from February 19th to March 14, 2016. The campaign invited people to share an image of Mickey Mouse ears or any creative ears made of food or household objects. People shared their Mickey Mouse ears photos with the hashtag #shareyourears on social media like Twitter, Facebook, and Instagram.
After that, Disney donated $5 to the Make-A-Wish Foundation for each ear photo. At the beginning of the campaign, Disney set a goal of 100,000 participants and to donate up to $1 million to the Make-A-Wish Foundation.
This idea is great, right? It's awesome!!
The campaign was quite successful. As a result, it attracted over 200,000 participants to share their Mickey Mouse ears photos on social media and Disney donated about $2,000,000 to the Make-A-Wish Foundation. Due to the massive public support for the campaign, Disney achieved and exceeded the original donation goal.
Why was the Disney's Share Your Ears campaign so successful? Let me tell you how Disney used social media to attract many audiences to participate in this campaign.
Promotions on Social Media
Disney has 49,415,641 followers on its official Facebook account. It frequently updates its post on Facebook to promote its latest activities or campaigns. What's more, Disney has many affiliated Facebook accounts which also promoted this campaign. The promotion on Facebook was extensive because these affiliated accounts also have many followers.
With the "Share Your Ears" promotion posted on the different Facebook accounts, followers gained information about the campaign immediately. That's why followers on Facebook had the fastest response posting their Mickey Mouse ears photos online. What's more, the "Share Your Ears" campaign became a trending topic on Facebook.
Unlike the promotion ways on Facebook, the "Share Your Ears" promotion mainly focused on the official Disney Instagram account. It posted information on the campaign every few days. It is interesting to find that followers on Instagram reacted a little differently to the campaign, as I observed in the comments under the posts for three different days.
In the beginning, followers on the Instagram really liked this campaign and expressed their enjoyment under the post.
Date: 2.21.2016 Sunday
After a few days, followers on Instagram began to "@"(mention) their friends under the posts that invited them to participate in the campaign.
Date: 2.24.2016 Wednesday
With more and more followers receiving the news, people started to post their Mickey Mouse ears photos with the hashtag #shareyourears on Instagram.
Due to word of mouth advertising, there have been 215,829 posts related to the "Share You Ears" campaign on Instagram. We can see that followers on Instagram tended to invite friends or family members to join the campaign with them.
When compared to the high-level involvement on Facebook and Instagram, people on Twitter had less interaction with the campaign, with 423 retweets and 989 likes on one post. We noticed that Disney has 5.22 million followers on Twitter, which is far less than its followers on Facebook. Also, when we observed the interactions under posts, followers generally did not retweet or comment.
Disney also did a great job on YouTube with 2,080,730 people subscribed to their channel. The Disney Channel often shares cartoon videos with their followers. A short video about the "Share Your Ears" campaign was posted on YouTube and attracted 63,730 viewers.
Even though the campaign already had a high rate of social media participation, it gained a huge boost once the actor Neil Patrick Harris endorsed the event.
The Trends
Google Trends
Once the campaign came out, people showed high interest in the topic "Share Your Ears, " and the term became the top searched keyword. However, we can see the trend fell as the end of the activity approached. It was a popular search term till the last day of the campaign (March 14th), and it reached its lowest point on April 1st.
When we compared the two search terms "Share Your Ears" and "Disney donation," we found that the trend of "Disney donation" had similar fluctuations with the term "Share Your Ears". But the term "Disney donation" was searched more often by people than the term "Share Your Ears" on average in the past 12 months.
Ice Rocket
Meltwater IceRocket is a research tool where users can see the trends related to the term "Share Your Ears" and "Disney donation" on Twitter or blogs in the last two months. From these two charts, we can see that the topic of "Share Your Ears" had more posts than the topic of "Disney donation." Although the campaign ran in 2016, it still had 37.13 posts per day about "Share You Ears" in the past two months. I think that some people still remember this campaign and continue to share their photos of "Mickey Mouse Ears" online when they go to Disney theme parks.
Social Mention
From the results see below, we can see that there is a 50% likelihood that the campaign "Share Your Ears" is being discussed on social media. In other words, this campaign has raised high concern from people successfully. The sentiment ratio is 24:1, which means people had a positive attitude toward this campaign. Also, it had about 43% reach meaning "the number of unique authors divided by the total number of mentions". Therefore, from these numbers, we know that Disney did a good job publicizing its campaign and got people interacting on social media to boost its image.
Conclusion:
I think that this campaign successfully served its purpose and benefited both organizations. As a result, the Make-A-Wish Foundation received a huge donation from Disney and Disney also received a huge amount of publicity. The campaign "Share Your Ears" is a charitable giving campaign. Charitable campaigns often ask people to donate money. However, Disney asked people to participate in the campaign as a donation. In this way, it is not only improving their brand image but also a way of advertising Disney online. This campaign was successful because Disney created huge social media interactions between it and its fans.
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