*Work carried out as VP of Creative Marketing at The Walt Disney Company.

Context

Two different platforms with complementary audiences and value propositions, built as distinct brands for over three years, with the risk of subscriber loss due to change and confusion in the market.

Objective

Simplify the offering and reinforce Disney+ as the single entertainment brand, avoiding confusion, the perception of loss, and turning simplification into a value opportunity.

Strategy

Position Disney+ as a completely new and highly attractive product thanks to its diverse offering for all audiences.

Execution

360° campaign across Latin America with aspirational storytelling and super clear, direct messaging.

Results

High recall, smooth transition, subscriber boost, and consolidation of Disney+ as the regional leader.