One of the last activities I delivered as the Partnerships Manager for Disney Destination, before moving into the franchise team, was an awesome influencer campaign. It was a collaboration between Primark, Disney Consumer Products and Disneyland Paris.

The activity represented a big step change for the partnerships team, as it was the first time I was able to get stakeholders to believe in backing a partnership where the media value would be delivered via influencer content.

When the Disney Consumer products team came to me with the opportunity, it was a no-brainer. We were in the midst of launching a Disney adults’ strategy, to help visitation in off-peak seasons, and using influencers was the perfect way to reach the audience.

Disneyland Paris provided the tickets, accommodation and in-Park experiences; Primark provided their new Disney products, travel and influencers; and our Consumer Products team helped make the dream a reality.

At the time we went live with this activity in September 2017, the campaign had the biggest ever reach and engagement of any influencer campaign that Primark had ever run. I can’t remember the numbers, but impressions were in the hundreds-of-millions.

The other fab thing about this activity is that we were able to leverage the success of the partnership to get Disneyland Paris featured across all Primark windows in 2017. They loved the aesthetics of the trip so much, we coordinated a bespoke photoshoot at the Parks. They captured Christmas x Disney products at the Disneyland Hotel, and built their Christmas window display around the images. Getting largescale exposure on high-streets across the UK at Christmas-time is like getting an OOH campaign for relatively no investment! And our Disney Consumer Products team benefitted from the product placement. Sounds like a win-win-win!