Develop a buzzy, awareness-driving social activation idea for the ORIJEN partnership with Disney’s The Lion King: Mufasa when it launches on Disney+.
Bonus points if it…
Results in a large uptick in TikTok followers for ORIJEN
Encourages retail visits
To celebrate the release of Disney’s Mufasa: The Lion King on Disney+, ORIJEN launched the Explore Your Pride Lands Sweepstakes, inviting pet parents to win an adventure of their own—plus fun prizes for their furry companions.
To enter, participants simply had to share how they explore with their pets using #ORIJENPrideLands and #Sweepstakes.
Inspired by the epic journeys of Mufasa and Taka, the campaign encouraged pet owners to get outside and discover their own "Pride Lands"—whether that meant paddleboarding, hiking, or chasing new adventures together.
After a day of exploring, we invited them to wind down with Mufasa: The Lion King on Disney+, making it a full-circle experience to enjoy with their pride.
For this campaign, I wore a few hats:
Came up with the initial concept, helping shape the creative direction from the ground up
Identified and managed a group of influencers that felt like a natural brand fit—handled outreach, contracts, content approvals, and performance tracking
Wrote the creative brief to align the internal team and influencer partners on tone, messaging, and goals
Helped the account team with day-to-day coordination to keep everything moving
Led the sweepstakes execution—from setup and entry tracking to winner selection and prize fulfillment
And even got behind the camera to help film content
Drove 32M brand content impressions and 11.2M influencer impressions, generating strong awareness for ORIJEN
Collected high-quality user-generated content for potential use in future campaigns
Gained 351 TikTok followers and 677 Instagram followers, supporting the brand's social growth goals
Delivered 12.7K content engagements, with a notable spike at launch and high post saves—clear signs of lasting interest
Attracted 651 sweepstakes entries, driving active participation from the community