7.5% Engagement Rate Across Creator Content

Disney+

The Business Challenge

Disney+ wanted to build excitement for its biggest releases and keep audiences talking beyond premiere day. While its content already had mass appeal, the challenge was to drive social buzz that felt spontaneous, creative, and impossible to scroll past.

To do that, Disney+ needed to move beyond trailers and key art. The goal was to inspire creators to tell stories their way, translating Disney’s most anticipated titles into the native language of social: humour, creativity, and connection.

The Insight

Cultural moments on social are not made by brands alone. They are sparked by creators who remix, reference, and reimagine what they love. Disney+ recognised that giving creators space to interpret its titles through their own style could create more authentic engagement than any paid ad.

Audiences do not just want to watch a show; they want to share in the moment. From clever callbacks to viral recreations, social storytelling drives discovery, fandom, and conversation, all of which translate into meaningful awareness for streaming platforms.

The Execution

Fabulate partnered Disney+ with a mix of entertainment and lifestyle creators, each chosen for their ability to connect storytelling with social trends.

Creators were briefed with the essence of each release, not a script, allowing for playful reinterpretations, subtle nods, and themed content that felt true to their voice. Some brought scenes to life in unexpected ways, while others crafted clever cultural tie-ins that kept Disney+ front of mind in trending feeds.

This creator-first approach ensured content felt organic, timely, and deeply shareable, positioning Disney+ as part of the cultural dialogue, not just another advertiser in the scroll.

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The Results

The campaign delivered impressive engagement and cultural cut-through:

• 7.2% engagement rate across creator content
• High shareability, with organic reposts and fan commentary
• Strong positive sentiment, showing genuine audience excitement around each release

By giving creators the creative freedom to interpret each release in their own way, Disney+ became more than what was streaming. It became how it was shared.