Families love to sing along to Disney music. This insight may be unsurprising for most people and, as such, UMC has released multiple successful sing- along titles. As the world has become increasingly more digital, we have seen that families like to share their sing-along moments with the world, uploading videos across social platforms. We therefore saw an opportunity, to marry songs from across the Disney catalogue with official sing-along instrumental versions in one package for the first time. From nostalgic favourites like ‘Under The Sea’ to new smash hits such as ‘How Far I’ll Go’, ‘Sing Your Heart Out Disney’ has a song for every voice to sing-along with – bringing together the best-selling compilation brand with Disney for the first time.

From the outset, we wanted to employ marketing strategies that integrated into native Disney activity, encouraged parent- to-parent sharing and paired a bought media plan with relatable video creative.

Wanting to ensure we would reach our audience at as many touch points as possible, we therefore created bespoke content that felt native to each platform. From Instagram stories with cute kids asking you to “swipe up to sing along”, to carousels created from lyric videos, framed in a Sing Your Heart Out Disney border. These square edits were also used on Silence Media where we built an interactive banner aimed to engage users of the site, encouraging them to pick different Disney tracks to sing-along with. One of our innovative creatives was a ‘build your own microphone’ asset that we put on Pinterest, the creative seamlessly fitting into the platform with a crafty twist to promoting our album. We also created Snapchat geofilters around Disney stores. Our social media assets worked in perfect unison with our family-centric TV ad which saw kids and parents singing along in costumes in and around the home.

We had witnessed the phenomenon of UGC featuring kids ‘singing their heart out’ with Frozen, so we partnered with Disney Junior to launch a competition asking parents to capture their little ones singing ‘How Far I’ll Go’ for a chance to win the album and be featured in a new music video for the track which would appear on the Disney Junior Vevo channel.

Influencers played a vital part in the digital strategy on this campaign. We have built a pool of Disney fans at UMC that we’ve established strong relationships with. We sent products to relevant influencers (those with kids, those who love to sing, UK-based) and encouraged them to ‘story’ themselves singing and using our Instagram stickers and a swipe up CTA.

Looking back on the campaign, our creatives paired with audience-first marketing approach including tactic remarketing strategies, helped to deliver us a #1 album.