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Cinderella Words of Kindness

A way to engage the fans

The Opportunity

Cinderella Goes to the Ball

In 2015, Cinderella grossed 201.2 million dollars from domestic box office sales, a top 10 grossing movie of the year. To keep the momentum going, Signature leveraged our years of experience in reigniting a fan base and we set our eyes on a target: find a way to engage the fans.

The Challenge

Continuing a Success Story

The ‘Million Words of Kindness’ Campaign took inspiration from the movie’s key scene, when Cinderella’s mother informs her, “Have courage and be kind,” a statement that is echoed throughout the movie. This sentiment inspired Disney & Signature to produce ‘Words of Kindness’ into an interactive initiative.

Solution: The company invited users to create their own ‘Words of Kindness.’ Fans were encouraged to submit phrases of hope and courage to the website and post the message across social channels. Once these messages were collected, they were showcased along with a personal message from Lily James and a scene of Cinderella transforming into her iconic blue gown as fans scrolled through the ‘Kindness Wall.’

“I have to tell you a secret that will see you through all the trials that life can offer. Have courage and be kind.”

– Cinderella’s Mother


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