Position Disney Parks as a culturally fluent, modern brand by embedding it within a trusted, creator-led media environment that reaches millennial parents and women – audiences resistant to traditional brand messaging.
Rather than driving awareness through owned channels or IP-forward promotion, the objective was to build relevance and trust through association, showing Disney Parks as a brand that understands real life, modern parenthood, and humor – not just entertainment franchises. The partnership aimed to expand fandom, demonstrating how the brand can authentically participate in creator-driven spaces that reach new audiences.
A key objective was authenticity. Kylie Kelce was not selected solely for reach or celebrity, but because she is a genuine Disney Parks fan, someone who visits with her family and naturally fits the lived experience of Disney Parks core millennial parent audience.
The partnership was designed to feel credible, human, and earned – building emotional equity that supports long-term brand affinity, not a scripted spokesperson. And, deliberately avoided scripting, hard IP promotion or overt selling.
The Not Gonna Lie with Kylie Kelce episode, “My Disney Spectacular” was rooted in authenticity, with The Kelce Family’s love for Disney at its core. As lifelong fans and avid Walt Disney World visitors, NGL/Kylie’s content development centered around real family experiences and how Disney Parks can feel different when witnessing through the lens of parenthood.
Key show moments blended nostalgia and utility: Kylie reflected on childhood Disney memories, shared candid “Can I Be Honest?” mom hacks for navigating the parks with young kids and leaned into highly shareable and relatable content, including fan-favorite Disney Eats food tastings. Buzzworthy moments included appearances by her children, Minnie Mouse and special guest interview with Momma Donna Kelce, reinforcing multi-generational authenticity and the reality of Disney Parks as a family tradition – not a one-time trip.
Key message delivery:
The tone remained humorous and grounded allowing Disney to appear as a natural part of everyday family life rather than the sole focus of the entire conversation.
With Magic Kingdom featured as the backdrop of the episode, Disney Experiences maneuvered hosting a visual podcast production during normal theme park operational hours, ensuring there were no impacts to the guest experience.
Customized, branded content was captured adjacent to the podcast production, resulting in short form social teasers, extended cuts, and standalone social posts, which rolled out to promote the full episode and reach Kylie’s extensive social audience.
Sponsored by Walt Disney World and Advent Health, the episode premiered on November 6, 2025.
Results exceeded benchmarks across platforms, attracting 2.5x the average number of concurrent viewers & delivering the strongest first-week performance for the NGL podcast in 2025.
The content inspired approximately 350 unique UGC posts and 296 english language media stories that were overwhelmingly positive in sentiment.
Performance Highlights Include:
Fan Co-Creation & Sentiment:
