SOCIAL COMMERCE
DISNEY STORE
CONTENT CONSULTANT
CONTENT STRATEGY FOR SOCIAL COMMERCE
Advised Disney Store on its TikTok Shop launch and broader content strategy through customer journey mapping, content audits, competitor and affiliate marketing research, and trend forecasting
THE CHALLENGE
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Social content skewed heavily product-focused, leaving little room for deeper audience connection
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Platform trends were shifting toward authenticity, personality, and community-driven engagement
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Content formats lacked a cohesive strategy across video, visuals, copy, and interaction
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The brand needed to translate its emotional identity into stronger digital experiences
I addressed these engagement gaps across Disney Store's social platforms. The research, analysis, and strategic recommendations developed during this period are shared here as case studies; the creative assets themselves remain confidential.
THE APPROACH
RESEARCH
Competitor analysis, trend research, and sentiment analysis to understand audience behaviors and platform opportunities.
INSIGHTS
Identified audience preference for authentic storytelling, community interaction, and emotionally driven content.
STRATEGY
Recommended a shift toward personality-led storytelling, stronger community engagement, and an integrated cross-platform approach.
DELIVERABLES
Developed a strategic deck, visual examples, and curated references to guide future content development.
THE OUTCOME
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TikTok following grew from roughly 150,000 to 200,000 following the recommendations – a 33% increase, and a clear indicator the content was finally connecting with audiences
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Recommendations included a dedicated trending-content section, later implemented on Disney Store's retail website
THE TAKEAWAY
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Effective content strategy is about producing with more intention, relevance, and authenticity
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The real work is understanding what an audience actually wants, and translating that into a strategy a brand can act on naturally.
TIKTOK SHOP & CREATOR COMMERCE
THE CHALLENGE
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TikTok Shop presented a new growth opportunity, but audience purchasing behavior was still emerging
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The platform required a shift from traditional social publishing/e-commerce toward creator-driven, conversion-focused content
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Disney Store needed to explore how to enter a commerce-first environment without losing its emotional connection with audiences
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A clear roadmap was needed to guide channel entry, content direction, and long-term growth.
THE APPROACH
RESEARCH & ASSESSMENT
Analyzed platform trends, audience behaviors, and category performance to evaluate TikTok Shop’s growth potential.
JOURNEY STRATEGY
Mapped the customer experience to determine where storytelling could naturally support purchase decisions.
COMPETITIVE INSIGHTS
Identified best practices from brands leveraging creators, content formats, and promotions to drive commerce.
GROWTH RECOMMENDATIONS
Created a social commerce strategy covering creative direction, affiliate opportunities, and creator partnerships.
CREATIVE RECOMMENDATIONS
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Creator-Led Commerce Developed opportunities for creator partnerships and affiliate marketing to build trust and drive product discovery
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Storytelling-First Content: Recommended integrating products into more organic, entertaining, and platform-native narratives
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Connected Social Ecosystem: Outlined ways TikTok Shop could complement existing social channels and support the broader content strategy
DELIVERABLES
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Social commerce strategy recommendations
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TikTok Shop launch research
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Competitive analysis
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Creator and affiliate opportunity mapping
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Platform/content recommendations