During an ABC primetime special that aired on Feb. 21, 2016, actor Neil Patrick Harris “shared his ears” and colorfully described an exciting fundraising campaign for Make-A-Wish: for every Mickey Mouse ears photo that was shared on social media and included the special #ShareYourEars hashtag, Disney would donate $5 to Make-A-Wish, up to $1 million, to help grant wishes.
For this exciting campaign, Commit Agency was tasked by Make-A-Wish with developing social media content for the national Make-A-Wish brand, its 62 chapters in the United States, its celebrity friends and other corporate sponsors so that they could support Make-A-Wish by encouraging their own social communities to get involved. In addition, Commit developed a “chapter challenge” to incentivize the chapters to share the campaign on their social feeds for a chance to win one of eight “Minnie Grants” to help grant a wish in their local community. Commit Agency also reached out to bloggers and social media influencers toward the end of the campaign to share information on ways their fans could get involved through a “magical” sweepstakes.
Over the next several weeks, hundreds of thousands of fans shared their ears on Facebook, Twitter and Instagram. #ShareYourEars was a trending topic on social media, and by the end of the campaign Disney generously doubled its donation to Make-A-Wish to $2 million due to the tremendous social support.
The campaign was lauded nationally as one of the top social media campaigns of 2016 and, because of its overwhelming success, enjoyed a second run in late 2017.