Disney banks on storytelling to keep content magic alive

HubSpot’s annual Inbound event took place in Boston last week, drawing a myriad of speakers over the course of a three-day conference which explored the latest trends in marketing, sales, and AI.

One standout session was delivered by Josh D’Amaro, chairman of Disney Experiences at The Walt Disney Company, who spoke about the power of storytelling in marketing. Although the event’s theme wasn’t specifically focused on this, the atmosphere naturally lent itself to compelling narratives—a fitting stage for Disney, a company widely regarded as a master in this craft.

D’Amaro, who oversees Disney’s 12 global theme parks, the Disney Cruise line, and its consumer products business, also manages Walt Disney Imagineering—the team of artists, engineers, and storytellers responsible for bringing their stories to life. He is also currently driving a strategy to elevate Disney Experiences through a 10-year, $60 billion investment in new attractions, lands, hotels, cruise ships, and technology.

D’Amaro’s keynote highlighted how storytelling is woven into every facet of Disney’s business, positioning it as a key element that fuels the company’s ongoing success. While the content powerhouse has faced challenges recently, including weaker consumer demand towards the end of the third quarter of 2024 and anticipated declines in attendance at Disneyland and Walt Disney World Resorts, D’Amaro stressed that storytelling remains the core strategy to connect with audiences.

“Our strategy has always been to build emotional connections through storytelling, whether it's through our films, theme parks, or new digital experiences,” said D'Amaro. He emphasised that this approach has built a loyal fanbase, allowing Disney’s parks to draw over four billion attendees in the past seven years.

A major aspect of Disney’s strategy is its focus on content that resonates deeply with audiences. D’Amaro pointed to Inside Out 2 as an example, noting how the film’s portrayal of anxiety through the eyes of a 13-year-old girl named Riley struck a chord with viewers, resulting in it becoming the highest grossing animated film of all time.

“Pixar has always invited audiences to form emotional connections through bold, unconventional ideas—whether it’s talking toys, a rat that can cook, or a house that floats,” noted D’Amaro, adding that by translating such kinds of beloved stories into park experiences, the brand allows fans to deepen their emotional connection with the characters and worlds they love.

D’Amaro expanded on this by diving into Disney’s focus on the immersive and relatable experiences it aims to create in its theme parks. From the design of spaces, including the use of colours, sounds, and even the strategic placement of trash cans, he shared that every detail contributes to the overall narrative. “Trash cans influence how our guests navigate the space and affect overall cleanliness, which is something very important to us. These details may seem small, but they contribute significantly to the story we're telling,” he said.

Disney’s cast members are also integral to this storytelling process, and are encouraged to create spontaneous and memorable moments. D’Amaro showed a video of a young girl visiting Disneyland, excitedly running towards her favourite character, Stitch, only to stumble. In an unscripted reaction, Stitch’s response transformed the interaction into a moment that went viral online.

He added: “We empower and encourage our cast members to extend, amplify, and even create new stories for our fans. When they do this, our storytelling becomes alive, with meaningful and powerful connections happening every minute for anyone and everyone.”

Arguably, storytelling is also the most significant intellectual property Disney possesses, and the company recognises the need to continually evolve and adapt its narratives to meet changing consumer preferences. D’Amaro particularly highlighted Disney’s collaboration with Epic Games to develop an online Disney universe—a digital playground where fans can engage with their favourite characters, stories, and worlds in new, interactive ways. “We're turning everything our fans love about Disney into a digital playground available 365 days a year,” D'Amaro said. “Naturally, this will challenge us to approach storytelling in new ways, and we'll apply all the principles that have made Disney storytelling so successful in ensuring this new universe exceeds our fans' wildest expectations.”

Looking to the future, Disney is investing in new experiences across its parks, with plans for attractions dedicated to popular franchises like Encanto, Indiana Jones, and Monsters, Inc., as well as an entirely new land focused on Disney villains. These initiatives are part of a broader strategy to keep their storytelling vibrant and relevant, capturing the imagination of audiences now and in the future.

D'Amaro concluded, “Storytelling is the core of what we do. It’s how we connect with people and bring magic to life.”