.png)
"The Scent of Ohana" Campaign
Scentsy's unaided awareness had been declining with their key demographic for a few years, so one of the goals of the Walt Disney World Corporate Alliances partnership was to increase that.
This 30 second spot aired on Disney+ and Hulu, along with social cut downs on Meta platforms.
CLIENT | Scentsy
ROLE | Creative strategy & collaboration with Disney's Creative Works team and the production team at NuContext.
SCOPE | 30-second spot on DIsney+, timed to run from the Lilo & Stitch live-action theatrical release and streaming release
We all know that scent can connect us to each other and to our memories, but communicating that without coming across like a weird perfume commercial takes a lot of skill!
I provided overall creative strategy direction for the team at Disney while still encouraging them to find creative ways to meet the objective
Once we landed on a direction, we collaborated on storyboards and worked out production details
I was on set in Burbank to help make sure everything came together from the client perspective, and provided feedback during the editing process
This campaign performed exceptionally well for a top-of-funnel play. It boosted awareness +5 points and favorability by +7 points with our key demographic.
We also saw a 45% increase to Disney web pages from same time period in previous year, with increased sales by nearly 40% on featured product, even though this was an awareness-focused campaign.
