#ShareYourEars Campaign by Disney

Have you ever noticed how some brands feel bigger than just a company?

Think about Disney. It’s not just about movies or theme parks but nostalgia, childhood memories, and magical moments that stay with you forever.

What if a brand like Disney could turn that magic into something even more powerful by bringing millions of people together for a good cause?

That’s what they did with the #ShareYourEars campaign.

What started as a simple idea became a viral wave of generosity, raising millions for needy children. But the real good part?

Disney didn’t do it alone. They made YOU the hero.

Whatt?

Let's see!

Campaign Overview

• Campaign Name: #ShareYourEars

• Campaign Dates: 2016 (with subsequent revivals in 2018 and 2019)

• Industry: Entertainment & Nonprofit

• Target Audience: Disney fans of all ages, families and children, socially conscious consumers, and Make-A-Wish supporters

What was the campaign about?

Disney’s #ShareYourEars campaign was all about bringing people together for a good cause and doing it interactively. Instead of donating money to charity, Disney made it a social movement where fans directly contributed to making a difference.

They invited people to take a photo of themselves wearing Mickey Mouse ears (or any creative ears) and share it on social media with the hashtag #ShareYourEars.

Here’s one with Mickey Mouse ears:

And here’s a post with non-mickey mouse ears:

For every post, Disney pledged to donate $5 to the Make-A-Wish Foundation up to some limit. The best of the campaign was its simplicity.

Anyone could participate - no buying anything, sign up or go anywhere. Just snap a picture, post it, and help raise money for needy children.

How much did Disney raise? It will blow the mind. And it's not possible just with a hand. It's the work of hundreds of thousands of people together.

Here’s a thank you note by the foundation:

So, how did Disney make it viral?

It's simple. Disney didn’t just rely on fans to spread the word.

They ensured #ShareYourEars showed up everywhere - themed parks, celebrities (of Disney) and influencers, and social media.

Well, the result is just as expected. BOOM! And that majorly was because:

• It was easy to join: No purchases, no sign-ups, just a quick photo.

• It made people feel good: Posting a picture helped a real cause, and fans got to be part of something bigger.

• It tapped into nostalgia: Mickey's ears are one of the most iconic Disney symbols, making it personal for fans.

• It spread fast: The more people posted, the more others wanted to join.

In the end, millions of fans participated, and Disney donated over $3 million to Make-A-Wish. The campaign was such a hit that they brought it back in later years, raising even more money for needy children.

#ShareYourEars wasn’t just a donation campaign. It was a movement.

And that’s why it worked so well.

Campaign Objectives

Disney’s #ShareYourEars campaign had one big goal: to make a real impact while engaging fans in a fun way. But instead of just writing a check to charity, they wanted to get people involved, spark conversations, and create a movement.

1. Raise money for Make-A-Wish:
   Disney has been a longtime partner of the Make-A-Wish organization that grants wishes to children with critical illnesses. Through this campaign, they wanted to donate millions of dollars but in a way that felt personal and interactive.

2. Get fans involved in a fun way:
   Instead of asking people to donate directly, Disney made participation easy and enjoyable. Anyone could snap a photo with Mickey ears (or any ears) and post it with #ShareYourEars, and Disney would donate.

3. Strengthen brand love:
   Disney is all about magic, happiness, and making dreams come true. This campaign reminded people why they love Disney - because it’s a brand that cares. Disney deepened its relationship with its audience emotionally.

4. Make the campaign viral:
   By encouraging user-generated content (UGC) and making the campaign highly shareable, Disney wanted to spread the message far and wide. The more people participated, the bigger the movement became.

5. Create a lasting feel-good moment:
   Disney didn’t want this to be another corporate donation. They wanted it to be an experience that made people feel good, sparked creativity, and stayed in their memories long after the campaign ended.

And Disney accomplished all these.

Results

The #ShareYourEars campaign was a massive global movement that exceeded expectations. Here’s what Disney achieved:

• Fans worldwide flooded social media with over 1.7 million creative photos of their Mickey ears (or DIY versions). #ShareYourEars went viral, proving how powerful user-generated content (UGC) can be.

• Disney initially pledged $1 million but quickly increased it to $2 million after seeing the participation. Due to continued enthusiasm, they eventually raised it to $3 million, granting wishes for thousands of children.

• Because of its massive impact, Disney brought the campaign back in 2018 and 2019, raising millions more for Make-A-Wish. It became one of Disney’s most successful charitable initiatives ever.

Conclusion

One of the reasons why Disney’s #ShareYourEars campaign worked was because it was simple, emotional, and easy to share. If you want to create a successful marketing campaign:

• Pick a cause that aligns with your brand

• Make participation effortless

• Encourage user-generated content (UGC)

• Show a direct impact

• Add urgency

Now, take these insights and start planning your viral campaign that engages your audience, spreads organically, and drives real impact!