Live Minnie logo

The Ask

Establish Minnie as an inspiring and credible lifestyle muse with her own special take on what it means to live well, evolving her image and bringing her out of Mickey’s shadow.

Our Solution

‘Live Minnie’–Through concept development and consumer research, we created a rallying cry and 360° consumer experience reinforcing the #LiveMinnie campaign platform across all touchpoints and business segments, all designed to encourage women to live and spread joy just like the legend herself.

Flip book animation of Live Minnie campaign

360º Consumer Experience

Animation of Live Minnie content section covers
Animation of various Live Minnie social campaigns on mobile channels
Examples of Live Minnie campaign on Facebook and Pinterest
Sample designs of Live Minnie rally hashtag
Sample of Live Minnie lead lines and phrases

Impact & Results

First brand refresh in years of one of Disney's oldest icons

Increased brand affinity and engagement

Messaging was used across social and experiential activations