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Hong Kong Disneyland -
World of Frozen Grand Launch
Local & Regional Social Campaign

Context

To drive global awareness for the grand opening of World of Frozen, the world’s first and largest Frozen-themed land at Hong Kong Disneyland. We are tasked to create a digital and social media launch plan for Hong Kong and international markets, using magical storytelling to intrigue the anticipation from mass, and increase visits from local and global audiences.

Approach

To capture the viral factor of Frozen, we pinpointed three core values that resonate deeply with Frozen fans:

Queen

Female Empowerment

Elsa’s story conveyed a powerful, self-accepting queen image that inspires confidence and strength in women and girls worldwide.

Sisterhood

Unbreakable Bond

The authentic bond between Anna and Elsa connects with audiences seeking meaningful relationships.

true Love

Caring Spirit

Anna and Elsa’s selfless devotion to Arendelle reflects genuine compassion and leadership, touching hearts universally.

Strategy

Leveraging Frozen’s core values—Queen, Sisterhood, and True Love—we crafted different strategies for international and local markets to maximize impact and engagement:

International Market:
Driving Awareness

Invited the inspiring women aka the Queen-like icon from 6 region (KR, JP, TW, TH, SG, PH) to visit World of Frozen, creating reels/vlogs to showcase attractions boosting global buzz.

Local Market:
Deepening Engagement

Transformed Hong Kong Disneyland’s social platforms into a World of Frozen content hub for one month, leveraging Sisterhood, True Love and Summer Snow Day themes through short reels, interactive challenges, and engaging posts to deepen local fans’ connection.

Local Hub

a Frozen Fandom.

Leveraged four pillars to create a “Magical Reality” on Hong Kong Disneyland’s social platforms with different execution e.g. gamification:

Aspiration: Create awareness and appreciation to the WoF grand launch  Education: Educate the background story of WoF and each attraction; Introduce Arendellians’ culture 
Engagement: Encourage audiences to create content related to WoF and get devote to the momentum
Experience: EAT, SHOP, PLAY, DINE (Land experience; Merch/ F&B; Hotel)

International
Campaign

Queens Assembled.

World of Frozen is calling for everyone! We brought together Queens from 6 countries to dive into the World of Frozen, filming reels that mix Elsa’s iconic moves— icy twirl or cape swoosh—with awesome attractions. Leading everyone to join the calling and step into the captivating land of Arendelle.