Disney + Kiya & The Kimoja Heroes
Disney + “Kiya & The Kimoja Heroes”
Kiya & the Kimoja Heroes is a Disney show where Kiya and her friends, ordinary kids, turn their passions into powers to face challenges. Each episode teaches important lessons for preschoolers and their parents, like friendship, kindness, family, and helping others. This campaign aimed to create a celebrity event to boost Kiya's presence on Disney+ and show her as a meaningful entertainment choice.
Platforms: Instagram & TikTok
Problem
Parents want clearer and more accurate portrayals of diverse people and communities to give their children role models. Black girl heroes are especially needed in the mostly boy-focused superhero action genre.
Goal
Raise awareness of the new show. The concept will be translated through the use of multiple channels in order to maximize results.
Insight
Choosing a genuine influencer and creating authentic content is essential. There’s a chance to connect with social communities that value inclusion, and music is a powerful tool that can appeal to the target audience.
Solution
A series of contents that aims to showcase Kiya’s talents, inspiring both parents and children and reminding them that the spirit of Kiya resides within all of us. Tia Mowry was carefully selected as the ideal choice for this campaign. Tia’s popularity and engaging content allowed her to connect with many parents effectively. Her unique style and personality perfectly aligned with Kiya’s character, creating a strong resonance with music, dance with martial arts, and even fashion and hairstyle trends.
Results
Tia’s content generated higher engagement rate than our set KPIs of 6% with an impressive ER of 8.9%. It’s evident that her content resonated with the audience, as they actively enjoyed and interacted with her on both Instagram and TikTok, confirming her suitability for this campaign.
Influencer: @Tiamowry
Mom and content creator
Instagram: 11.5M
TikTok: 7.4M
