Disney + “Kiya & The Kimoja Heroes”
Kiya & the Kimoja Heroes is a Disney show in which Kiya and her friends are regular kids who transform their passions into powers to overcome challenges. Each episode emphasizes a positive message on topics foremost for pre-schoolers and their parents: friendship, empathy, strong family relationships, and helping the community. This campaign was about developing a celebrity activation that will increase awareness of Kiya on Disney + establishing her as a purposeful choice of entertainment.
Platforms: Instagram & TikTok
Problem
Parents want to see more nuanced and accurate depictions of diverse people and communities that provide role models for their children. Also, black girl-led protagonists are necessary for the superhero action genre, primarily skews toward boys.
Goal
Raise awareness of the new show. The concept will be translated through the use of multiple channels in order to maximize results.
Insight
Authenticity is paramount in the selection of the influencer and in the generation of creative executions. There’s an opportunity to engage with communities in social that stand out the inclusion and the music is a strong asset that can resonate with 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
