#DisneyPlusPH
Disney+ threw the biggest housewarming party on Twitter: Inviting Filipinos into the homes of iconic Disney characters in the days leading up to launch.
The Context
Media laws in the Philippines can be tricky. To play it safe, the brand opted to stay low profile. But laying low during a launch? Not on our watch.
We needed to build buzz – without explicitly mentioning the platform – while staying within local regulatory constraints.
The Approach
We couldn’t talk about Disney+. But we could talk about the universe of stories and characters fans already loved.
In the Philippines, home holds deep meaning. It’s where bonds are built, not just through blood, but through shared joy, generosity, and, yes, a good party.
So we threw a secret housewarming where Disney+ characters played host. Each day leading up to launch, we welcomed fans into the homes of beloved characters – deepening connection and nostalgia. On launch day, a subtle notification pointed them to where they could experience it all: on Disney+.
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