Submitted by Fabulate

7.5% Engagement Rate Across Creator Content

Influencer Marketing

Fabulate partnered Disney+ with entertainment and lifestyle creators who interpreted each release in their own style, and the agency reports a 7.2% engagement rate across creator content.

7.2%engagement rate, creator content
7.5%engagement rate across social

Case in 60 seconds

Disney+ wanted to build excitement for its biggest releases and keep audiences talking beyond premiere day, which trailers and key art could not do because social buzz has to read as spontaneous rather than placed.

The campaign appears to turn on the page's own argument that cultural moments are sparked by creators who remix and reference what they love, so interpretation carries further than a paid ad.

The organizing thesis was that Disney+ titles should be retold in the native language of social, meaning humour, creativity and connection, so creators received the essence of each release rather than a script.

Fabulate partnered Disney+ with a mix of entertainment and lifestyle creators, each chosen for the ability to connect storytelling with social trends and briefed on the essence of a release rather than on a script. Some creators brought scenes to life in unexpected ways while others built cultural tie-ins that kept Disney+ present in trending feeds, and the page carries one embedded Instagram post from Shaun Birley.

Fabulate reports a 7.2% engagement rate across creator content, alongside high shareability with organic reposts and fan commentary and strong positive sentiment, while the page's own title and hero line state 7.5% instead.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Social audiences for Disney+ releases, described on the page as people who do not just want to watch a show but want to share in the moment through callbacks, recreations and fan conversation.
Audiences want to share in a moment rather than only watch it, so a streaming release competes for participation rather than for viewing time, which a trailer cannot ask for.
Streaming platforms hold content with mass appeal and still have to earn conversation after premiere day, so the difficulty Fabulate describes is sustaining talk rather than generating first awareness.
Based on the available evidence, Disney+ set the premise and then stepped back, acting as the material creators worked with rather than as the voice delivering the message.
Social audiences respond to callbacks and recreations from people they already follow, because a reference lands as recognition rather than as an advertisement, and recognition is what gets reposted.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Fabulate (lead_agency)

Creator role

  • Shaun Birley — creator

Results & Evidence

MetricValueResult type
engagement rate, creator content7.2% engagement rate across creator contentengagement_rate
engagement rate across socialCreator storytelling made releases cultural moments, driving a 7.5% engagement rate across socialengagement_rate
shareabilityHigh shareability , with organic reposts and fan commentaryperformance
positive sentimentStrong positive sentiment , showing genuine audience excitement around each releaseperformance

Why Fabulate's strategy worked

  1. 1

    Briefing creators on the essence of a release rather than on a script appears to buy reinterpretation, because a creator working from a premise can bend it to the format their audience already rewards.

  2. 2

    Entertainment properties appear to gain from being treated as material for remix rather than as assets for distribution, since reposts and fan commentary extend a release past the premiere window the brand controls.

  3. 3

    Casting across entertainment and lifestyle creators rather than entertainment creators alone reads as a way to reach people who follow a person rather than a title, which widens who a release can reach.

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