#StayTheFFHome: Freeform Brand Marketing Campaign

I worked on the award-winning #StayTheFFHome, which was a Freeform brand campaign centered around social distancing and wearing a mask. If we flashback to March 2020, I remember it was a time when many brands were quiet across social, digital, and out of home but we took an idea in one of our team meetings and brought it to new levels in less than a month – from idea to launch. We wanted to do something that was more than our shows or our brand.

My team worked with the Disney Corporate Citizenship team and the guidelines from the Centers for Disease Control and Prevention (CDC) to create a social and digital campaign telling people to stay at home. We also worked with various synergy partners like ABC Localish, Good Morning America, the ABC local stations, D23, and more to really blast the message across the Disney brand.

In addition, my team and I spearheaded the project to honor 2020 graduates with the first-ever Funday: Class of 2020 on MAY 16 and 17, a special weekend-long programming event and social celebration. With graduation celebrations canceled across the country due to the COVID-19 crisis, we celebrated the Class of 2020 with graduation-themed programming and interstitial content on Freeform, shared graduation-themed content across social accounts using #FreeformClassof2020, and had a live ticker giving students nationwide a moment to shine by running the names of 2020 graduates throughout the special weekend.