Totto x Disney
Integrated Marketing Campaign
A creative campaign concept designed to connect families, children, and Disney fans through emotional storytelling, playful visuals, social media strategy, and audience-centered brand communication.
Project Overview
Lilo & Stitch Collection is an integrated marketing campaign concept created to promote a potential co-branded product launch. The campaign combines Totto’s practical and functional product appeal with Disney’s emotional storytelling to create a playful, family-centered brand experience.
The project focused on developing a full-funnel campaign strategy through audience research, buyer personas, social media planning, influencer partnerships, campaign messaging, and performance goals.
Objective
The objective was to develop a campaign that could increase awareness, engagement, and purchase interest for a Totto x Disney collection by connecting product functionality with emotional storytelling.
The strategy was designed to appeal to both parents and children by combining recognizable Disney characters, playful visuals, practical product benefits, and platform-specific digital content.
My Role
I developed the campaign strategy by defining the target audience, shaping the creative direction, planning social media content, identifying influencer partnership opportunities, and connecting campaign ideas with measurable marketing goals.
Social Media Strategy
The social media strategy focused on Instagram and TikTok as key platforms to build awareness, generate engagement, and create excitement around the collection. Content ideas included product-focused visuals, short-form videos, influencer collaborations, family-centered storytelling, and playful posts designed to encourage interaction.
The strategy used social media not only to showcase the product, but also to build a stronger emotional connection around the campaign theme and collaboration.
Campaign Planning
The campaign included KPI goals and a budget framework to connect creative execution with measurable marketing objectives. The planning process considered awareness, engagement, audience reach, platform strategy, influencer support, and digital content performance.This approach helped align the creative concept with campaign performance expectations and a full-funnel marketing perspective.
Lilo & Stitch Collection was designed as a full-funnel campaign that connects emotional storytelling with practical product value. By combining audience segmentation, social media strategy, influencer partnerships, and an 8-week budget framework, the campaign creates a clear path from brand awareness to engagement and purchase interest.
The final strategy positions the collection as playful, functional, and emotionally relevant for families, children, and Disney fans. Rather than focusing only on the product, the campaign builds a brand experience around connection, adventure, and everyday moments inspired by the Lilo & Stitch story.
Final Campaign Direction
The campaign brings together emotional storytelling, audience strategy, and digital engagement to position the Totto x Disney: Lilo & Stitch Collection as both playful and practical.
Through social media, influencer partnerships, and a structured budget framework, the strategy creates a cohesive brand experience designed to build awareness, engagement, and purchase interest.
