Keeping Fans
Enchanted
DISNEY
A Cinderella Success Story
In 2015, Disney’s live action remake of Cinderella grossed 201.2 million dollars from domestic box office sales, a top 10 grossing movie of the year.
To keep the momentum going, Disney asked Signature to leverage our years of experience with Disney IP and fan experiences to find a way to keep the Cinderella audience engaged.
Our Contribution
Vision, Strategy
Comms/MarketingSocial Media
Content Management
Design
Graphic DesignMedia Libraries (Email/Motion/Print/Digital Display/Sales)
Creative Templates & Assets
Development
Microsite FrontendUX/UI
Encouraging Kindness
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.
We invited Cinderella fans to create their own ‘Words of Kindness’ to share across social media channels and submit on the Cinderella microsite.
![](https://signaturecreative.com/media/2016/07/Cinderella_logo-copy.webp)
![](https://signaturecreative.com/media/2016/07/Group-2087325875.webp)
![](https://signaturecreative.com/media/2016/07/Cinderella_Website-copy.webp)
![](https://signaturecreative.com/media/2016/07/phone_PSD-copy.webp)
![](https://signaturecreative.com/media/2016/07/Cinderella_Phone_Screens-copy.webp)
![Cinderella Words of Kindness website mockup](https://signaturecreative.com/media/2016/07/Cinder5.jpg)
![Cinderella Words of Kindness website mockup](https://signaturecreative.com/media/2016/07/Cinder6.jpg)
Make a Little Magic
Once the messages were collected, they were showcased on the website 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.’