Smiling boy in a "Disney 100" T-shirt and a curly-haired girl in white look at each other in front of a gray wall
Submitted by TRIBEAgency IPI Score 32/100

Disney 100 Instagram Creator Ad Boosting

Influencer Marketing

TRIBE ran an organic Instagram creator campaign for Disney 100 and boosted the best-performing posts as Creator Ads, reporting a CPE -78.4% lower than industry benchmarks.

-78.4%CPE vs Benchmark
270KPaid Engagements
1.2MPaid Impressions
-5.9%CPM vs Industry Avg

Case in 60 seconds

Disney wanted maximum awareness for its Disney 100 campaign, and while earlier organic campaigns on the TRIBE platform had worked, organic posting alone could not deliver the cost-effective results the team was looking for.

The page frames organic posting as a test bench for paid spend, because content already proven with real audiences carries less risk once budget sits behind it, and creator-account ads outperform brand-led ones.

Disney would run an organic creator campaign built to generate boostable content, then put paid budget behind the posts that performed best rather than briefing new ads from its own brand account.

Family-focused Instagram creators pitched against Christmas creative angles, and the chosen creators each shot a Reel, a carousel and a Story linking to products on the Asda | George website. TRIBE Media then boosted the best-performing Reels as Partnership Ads from the creators' accounts, reaching Millennial and Gen X parents in the UK.

TRIBE reports over 200K organic impressions and a 25.39% engagement rate on @alpz_smith's post, while the paid phase delivered over 1.2 million impressions and 270k engagements at a CPE 78.4% lower than industry benchmarks.

Strategy Breakdown

Family audiences largely located in London, UK for the organic posts, then Millennial and Gen X parents based in the UK for the paid Creator Ads.
The campaign ties a rare anniversary to the Christmas family season, so the wishing theme had a ready occasion inside homes rather than needing one invented for it.
Disney is cast as the thing that brings families together at Christmas, with its decor, products and Nightmare Before Christmas world placed inside family moments rather than presented as a brand message.
The page holds that content has to be authentic, human and relatable to be ad-worthy, which is why the brief asked for a wish-making story with the product shown naturally rather than as a hard sell.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • TRIBE

Creator role

  • notyourbasicmama — creator
  • alpz_smith — creator
  • educatingmummy — creator

Results & Evidence

MetricValue
CPE vs Benchmark78.4% lower CPE
Paid Engagements270K engagements
Paid Impressionsover 1.2M impressions
CPM vs Industry Avg5.9% lower CPM
Organic Engagementsover 12K engagements
Positive Commentsalmost 700 positive comments
Post Engagement Rate25.39% engagement rate

Why TRIBE's strategy worked

  1. 1

    Running an organic phase before paid spend lets a brand choose its ads from posts with measured engagement rather than predicted appeal, which is how Disney entered the boost with content it had already tested.

  2. 2

    Boosting posts from creator accounts rather than the brand account keeps the creator's voice on the ad, which the page describes as a format known for outperforming brand-led ads.

  3. 3

    A brief that asks for the product early in the video and a story of family wish-making produces content fit for both organic and paid use, so a single production round serves both phases.

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