THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 17th Annual Shorty Awards

The Power of Joy: Creator Summit

Finalist in Multicultural Community Engagement, Organic Promotion, Event & Experiential

Entered in Use of Viral Content

Objectives

In today’s ever-evolving landscape, cultural relevance is not just a goal—it’s a necessity for brands seeking authentic and enduring consumer relationships. Data proves that influential creators, especially Black creators, play a pivotal role in shaping culture, driving consumer engagement, and influencing both brand perception and purchasing decisions.

With "The Power of Joy: Creator Summit," Disney aimed to celebrate and amplify the voices of 77 Black creators. This unique, insights-driven experience brought together these creators to explore new narratives, engage with Disney leaders, talent, and filmmakers, and forge impactful connections. By intentionally reaching out to these key voices, we cultivated an ecosystem that transcends traditional marketing, fostering genuine relationships that enhance cultural impact and engagement.

Goals included:

  1. Deepening Disney fandom for existing and casual fans
  2. Fostering brand affinity and driving awareness for commercial priorities across content, experiences, and products 
  3. Igniting meaningful connections with Disney and amongst the creator community

By pursuing these objectives, the summit enhanced Disney's cultural relevance and created a community that champions creativity and connection.

Media

Video for The Power of Joy: Creator Summit

Entrant Company / Organization Name

Disney

Link

Entry Credits