What was the challenge for Disguise?

Disguise held the Disney dress-up licence across EMEA and wanted its Carnival costume launch to feel local in France and Italy at the same time. Carnival is a cultural moment with its own traditions in each country, and a single translated campaign would have flattened both.

How did Famdom make one cultural moment feel local in two markets?

Famdom ran a synchronised creator campaign through two independent local creator ecosystems at once. French and Italian creators each told the Carnival story their own way, in their own traditions, with the same Disney costumes at the centre. The timing was shared; the content was not translated.

What did the Disguise campaign deliver?

731,000 combined reach across 45 pieces of content in France and Italy. The case proves that Famdom can run one brand moment through two local creator ecosystems at once without turning either one into a copy of the other, which is how a cultural moment becomes a brand opportunity.

Connect Create

A cultural moment turns into a brand opportunity.

A synchronised Carnival creator campaign across France and Italy, built to make Disguise's Disney costume launch feel local in both markets at once.

A smiling girl in a fairy costume, seen from above

Sector: Toys, licensing, dress-up
Markets: FR, IT
Format: Influencer campaign
Year: 2023
Channels: Social, Instagram
Solutions: Connect, Create

01 The challenge

Disguise held the Disney dress-up licence across EMEA.

It needed Carnival, a moment worth more to the category than Halloween in several of these markets, to land as a local family moment in France and Italy at the same time.

02 Inside family life

The family truth

Carnival costume choice isn't a single purchase decision.

It's a moment in which siblings negotiate who wears what, weeks before the day itself.

One parent can let their children pick their costumes for the first time, while another's children have been asking for their costumes for weeks before Carnival arrives.

03 The Famdom response

Time the campaign to the family decision window for a costume.

Build two local creator ecosystems in France and Italy that could go live inside the exact weeks families were shopping for Carnival, so the collection arrived when the decision was being made.

04 What we built

Disguise · Carnival campaign
Creator activation

End-to-end management: scouting family and parenting creators aligned to the Disney dress-up range in each market, negotiation of paid collaborations, content briefing, and performance tracking throughout the campaign. 3 creators in Italy, 4 in France.
Creative concept

A shared creative direction for creator content, built around the Carnival costume decision itself rather than the product alone, translated into a common hashtag and tagging architecture, #CarnivalinDisguise, that let each market read as one brand moment while creators kept their own format and voice.
Campaign architecture

Two independently run local creator ecosystems, coordinated on one shared brand moment and release window, without collapsing either market into a translated copy of the other.
Performance tracking

Market-by-market reporting on reach, engagement and content performance, benchmarked across France and Italy throughout the campaign.

05 The outcome

731K
Combined reach: 45
Pieces of content: 2
Markets synchronised on one calendar moment

06 What it proves

Famdom can run one brand moment through two independent local creator ecosystems at once without flattening either one into a translated copy of the other.

Questions about this case

What was the challenge for Disguise?: Disguise held the Disney dress-up licence across EMEA and wanted its Carnival costume launch to feel local in France and Italy at the same time. Carnival is a cultural moment with its own traditions in each country, and a single translated campaign would have flattened both.
How did Famdom make one cultural moment feel local in two markets?: Famdom ran a synchronised creator campaign through two independent local creator ecosystems at once. French and Italian creators each told the Carnival story their own way, in their own traditions, with the same Disney costumes at the centre. The timing was shared; the content was not translated.
What did the Disguise campaign deliver?: 731,000 combined reach across 45 pieces of content in France and Italy. The case proves that Famdom can run one brand moment through two local creator ecosystems at once without turning either one into a copy of the other, which is how a cultural moment becomes a brand opportunity.