Disney Store
Project: Market Research and UX Insights for Digital Campaign Strategy
Title: Content Strategist
As a Content Strategist, I helped inform social and campaign strategy through market research, competitive, social, UX insights.
My work focused on understanding what drives engagement across platforms and turning those findings into clear, creative ideas for seasonal campaigns and digital activations. I partnered with marketing and creative teams to turn insights into content that felt real, brand-aligned, and results-focused.
Case Study 1 : Pre-Launch Market Research and UX insights for TikTok Shop
Overview:
As part of pre-launch initiative for Disney Store, I supported strategy development for the brand's entry into the TikTok Shop.
The goal was to understand how audiences interact with e-commerce content, what drives purchase intent on short-form video platforms, and how to make the brand's storytelling translate into authentic experiences.
Approach:
I supported research and across market, competitor, and platform-level insights to evaluate how brands and creators use social content to drive discovery and conversion. This involved analyzing creator-led campaigns, identifying emerging social trends, and mapping audience behavior around shopping trends. From these findings, I created a strategic framework outlining how storytelling, creator partnerships, and audience behavior could guide the brand's early content and commerce strategy.
Outcome: The research provided direction for content planning, creator engagement, and seasonal campaign strategy ahead of launch. It also informed how teams could balance performance goals with storytelling authenticity – helping shape the foundation for the brand's social commerce approach.
Takeaway: The project strengthened my ability to connect UX and audience research with creative strategy, ensuring insights could guide both content design and measurable marketing outcomes.
Case Study 2: Competitive Insights for Affiliate and Creator Commerce Strategy
Overview: As part of e-commerce strategy for Disney Store, I conducted a competitive analysis of leading affiliate and creator commerce programs. The goal was to understand how top retailers structure their partnerships, incentivize creators, and convert content engagement into sales – to help inform the brand's upcoming social commerce roadmap.
Approach:
I reviewed multiple affiliate ecosystems (including large U.S. retailers) to compare user experience flows, creator onboarding process, and promotional tools.
That research focused on identifying patterns in:
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How creators drive product discovery
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How platforms support transparent incentives
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How customer journey evolve from content to checkout
From there, I translated these observations into content strategy insights – exploring how storytelling, creator partnerships, and platform-native promotions could be integrated into the brand's own digital ecosystem.
Outcome:
The work distilled complex industry models into actionable insights for the brand's internal teams. It guided early decisions around creator engagement, performance content, and audience alignment, helping define how the brand could enter social commerce authentically while staying true to its storytelling roots.
Case Study 3: Research and Content Planning for Retail Storytelling
Overview:
This project explored how a brand could extend its storytelling beyond in-store or online commerce experiences through a long-form, blog-style platform.
The goal was to identify how narrative-driven content could highlight products, celebrate fan stories, and showcase merchandising insights – creating a digital experience that complements the brand's retail presence.
Objectives:
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Research how leading retail brands use editorial content to strengthen storytelling.
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Develop a content structure aligned with the brand's tone and visual identity.
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Explore how storytelling, community features, and product spotlights could coexist in one cohesive platform.
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Provide content planning insights that merge editorial storytelling with retail strategy.
Concept & Structure:
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Product Spotlights: Storytelling around new or seasonal merchandise
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Behind-the-Scenes Features: Showcasing store design and brand creativity
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Community & Collector Stories: Centering fans and collectors as part of the narrative
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Interactive Elements: Using visuals, infographics, and calls-to-action to enrich engagement
Approach:
I conduced competitive and content research across lifestyle and retail brand blogs to identify successful storytelling patterns.
From these insights, I outlined themes, tone, and structure recommendations, connecting emotional storytelling with brand and commerce goals. Early visual direction and mockups supported how the content could flow on-page to balance narrative depth with discoverability.
Outcome:
The research informed strategic recommendations for future content planning and audience engagement opportunities. It provided a framework for how the brand could use storytelling to strengthen emotional connection, encourage repeat visits, and showcase merchandise in an authentic, experience-led way.
Reflection:
This project deepened my understanding of how retail storytelling can move beyond traditional marketing – blending insight, editorial thinking, and brand design to create meaningful digital experiences.
Case Study 4: Improving Social Video Storytelling
Overview:
This project focused on improving the brand's social media video content by exploring ways to make it more engaging, story-driven, and reflective of the retail experience.
The goal was to identify opportunities for stronger narrative flow, visual consistency, and fan connection – using a conceptual holiday video as a case example to demonstrate how storytelling and merchandising could come together effectively.
Objectives:
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Research trends and audience behaviors shaping retail video content.
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Identify content opportunities that connect storytelling, produce visibility, and fan engagement.
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Develop a conceptual video framework to guide future social content planning.
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Demonstrate how design and storytelling principles can improve campaign resonance and performance.
Approach:
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Research and Trend Analysis: Reviewed retail and seasonal campaign trends, studying audience preferences and competitor approached to storytelling.
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Content Ideation: Outlined a long-form video concept showing how emotional storytelling and product integration could improve engagement.
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Visual Direction: Designed sample frames and mockups to illustrate tone, packing, narrative structure.
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Strategic Insights: Summarized actionable takeaways for improving future social content – focusing on authenticity, emotion, and brand storytelling
Outcome:
The conceptual video served as an example of how social storytelling could enhance brand affinity and engagement while maintaining merchandising goals.
Reflection:
This project strengthened my ability to connect research, content planning, and creative execution to improve social performance. It demonstrated how strategic ideation and insight-led visuals can shape more meaningful, emotionally resonant video experiences for retail audiences.