Disney’s Marketing Triumph: How We Made Mums Dream Big Again

  • Media & Entertainment
boy holding drawing looking at girl

The Challenge

Once idolized and well-loved Disney Princesses were facing harsh criticism for enforcing female stereotypes. Disney needed to improve its value perceptions to revitalize the brand and reconnect with the audience. Vivaldi partnered with Disney to re-ignite that feeling of dreaming big in a way that’s engaging and true to the brand.

The Opportunity

Disney had to create a new force of attraction with consumers to ensure its long-term success. To create this gravitational pull in a relevant and authentic way, Vivaldi created a wide-reach marketing campaign that reminded mums across the globe what it means to dream big.

The Outcome

Our collaboration allowed Disney to stake its position in the market by implementing a large-scale activation and marketing campaign. The results have been exceptional - with reach, awareness, and engagement being significantly high, propelling the brand forward.


In recent years, Disney Princesses have come under fire for perpetuating female stereotypes. Mothers don’t want their daughters growing up thinking they need to focus on attracting a Prince Charming to find their happy ending. We needed to communicate Disney’s values, while talking to mums about what they care about most: their kids.

We know that kids dream big. The problem is that when they reach a certain age, they stop. In fact, many parents have buried or forgotten their dreams. So we created a film to re-ignite that feeling of dreaming big in their parents, in the hope that they would lead by example for their children.

With no paid media, we achieved organic views of over 800,000 on Facebook and 472,000 on Youtube as well as coverage in the Daily Mail.

On set for Disney - Dream Big, Princess