The World of Miss Mindy Presents Disney
When The World of Miss Mindy Presents Disney needed support in creating a buzz about and launching a brand new collection of vinyl figurines through an influencer marketing campaign, they came to us.
The World of Miss Mindy Presents Disney is a licensed collection of Disney figurines by contemporary gift retailer, Enesco. With a super interesting backstory, LA-born Miss Mindy is a Cartoon Folk Artist, and was born into a family of fellow designers, so has always been surrounded by creativity. In fact, her grandmother worked for Walt Disney himself as an ink and paint girl on the studio’s first feature length animated film, Snow White and the Seven Dwarfs.
From her fluid ink work to hand-crafted dimensional pop-up paintings, Miss Mindy has gained notoriety for her vinyls and one-of-a-kind sculptures. Through the brand The World of Miss Mindy Presents Disney, the artist gives some of the nation’s best-loved Disney characters a fun and funky update, with her signature cartoon-folk-art-crossed-with-anime style.
Building on Miss Mindy’s popularity on social media and the sales performance of items in Enesco’s The World of Miss Mindy Presents Disney collection, we were tasked with launching a new product line to the brand – a series of licenced vinyl figurines.
The new vinyls were to be launched at Comic Con in collaboration with one of Enesco’s trade retailers. Given Miss Mindy’s profile on social media and the online buzz around Comic Con, we advised the launch strategy should be digital-first, using influencers at the heart of the campaign.
We designed a campaign whereby we identified one prolific Disney influencer to receive exclusive access to the artist at the event before the product was available to buy online or in-stores, followed by a series of other influencers who would be gifted the new items following the launch, with a call to action of ‘buy now’.
Having identified and researched and number of influencers, vetting them, ensuring their channels were a good fit for the Disney brand, that they had great levels of engagement and had built a rapport with their followers while following the ASA and CMA guidelines, so their content was both legal and ethical, we approached DisneyFind to work with us on the launch of the new vinyls as our exclusive influencer for the event.
We booked, briefed and negotiated a contract with DisneyFind that would give The World of Miss Mindy Presents Disney a number of different opportunities to be featured across the influencer’s channels and to engage with her audience.
Working collaboratively with DisneyFind at all times, we achieved pre-Comic Con coverage across her channels, with the influencer announcing she was attending the event to celebrate the launch of the vinyls, would be meeting Miss Mindy in person, and calling on her followers to send in questions they’d like DisneyFind to ask the artist during a Q&A at the event.
DisneyFind then attended the event, filmed the Q&A with Miss Mindy, previewed all of the new vinyls, and received signed copies of some of her favourite items. Once the event was over, a few days later, DisneyFind then shared content across her channels reviewing in detail each piece in the new collection, while signposting her audience to Enesco’s consumer-facing website to buy online on the day of launch.
At all times, we worked with DisneyFind, Miss Mindy and Enesco to ensure that all outputs adhered to the CIPR’s code of conduct, was clearly disclosed to online audiences as an advert, and that content followed the ASA and CMA’s guidelines for native advertising.
Picture Credit: The World of Miss Mindy Presents DisneyBack to Work