Overview (Mock Campaign)
The Walt Disney Company (commonly known as Disney) is an American multinational mass media and entertainment conglomerate. Recently in March of 2026, Disney's CEO stepped down, leaving a narrative problem for the company.
The goal of this mock project is to increase Net Sentiment Score by at least 15%. The Net Sentiment Score (NSS) is a marketing and customer experience metric that measures the emotional tone of public conversations or feedback
My Role
Content Creator, Community Manager, Influence Outreach and Campaign Analyst
Disney’s dillema:
Bob Iger (CEO) Stepping Down
In lieu of Bob Iger’s resignation, Disney’s solution will be appointing Josh D’amaro to oversee the Walt Disney company and to control the narrative.
Background
Strategic Approach
I considered many approaches toward uplifting and bringing about a positive message for the brand such as "Framing the Market", "Crafting a Customer-Centric Narrative", "Maintain Omnichannel consistency" and "Creating Active Feedback Loop". I eventually chose "Framing the Market" because I could emphasize a major point in the way the consumer views positivity and I could utilize the way the new CEO views technology and the use of AI. A key performance indicator of controlling the narrative would be Share of Voice (SOV).
Tactic:
Framing the Market
The tactic is to allow the new CEO to structure himself to consumer expectations and investor demands. By doing so, Disney would be promoting itself in a direction of genuine service to the consumer.
By leveraging CEO D'Amaro, the company expierenced 20% increase in Net Sentiment Score.
We know the score by calculating the collected "consumer feedback" and "social media mentions" as negative or positive, then comparing those numbers to the old Net Sentiment Score.
Net Sentiment Score
(NSS) = % Positive − % Negative.
Josh D'Amaro