Disney Wild About Safety partnered with WeatherBug to develop a paid and organic social media campaign to share summer weather safety tips across Instagram, LinkedIn, and Facebook.
The campaign leverages the recognizable Disney Wild About Safety brand to engage both the young and the young-at-heart with important safety information during the hottest months of the year. As the designer on this project, I repurposed images from the program's safety tip cards and applied a type treatment for existing and original messages.
Results
The first iteration of this campaign was piloted during the annual Department of Defense Warrior Games, hosted at ESPN Wide World of Sports. The targeted ads received 54,569 impressions over the event weekend, with an engagement rate of 3.9%.
A second round of boosted posts with new images at the end of the summer earned 121,557 impressions in four weeks, and a 3.1% engagement rate.
