Disguise
COMPANY PROFILE
Since 1987, Disguise has been a global leader in the costume and dress-up industry, creating innovative and trend-driven products. Headquartered in San Diego, USA, Disguise designs and manufactures costumes and accessories for many of the world’s leading licensed brands, alongside its own labels, supplying major retailers worldwide, including specialty stores and party shops. Each year, Disguise designs and produces millions of costumes, bringing smiles and creating memories for both children and adults.
In 2024, the company launched a promotional campaign dedicated to Disney princess costumes for children. Iconic characters such as Belle, Cinderella and Rapunzel were at the heart of the “Carnival” campaign, featuring official costumes and accessories: true objects of desire, designed to relive the adventures of Disney Classics and animated series heroines.
COMPANY OBJECTIVE
For Carnival 2024, Disguise aimed to strengthen its presence in the Italian market through a dedicated campaign. The primary objective was to increase brand awareness in Italy and drive consumers towards leading toy retailers, with a focus on establishing its expertise in the costume sector for both children and adults, suitable not only for Carnival but also for parties, events and celebrations throughout the year.
COMMUNICATION ACTIVITIES
The communication strategy focused on enhancing brand positioning through a targeted campaign supported by digital PR and influencer marketing activities. Fashion bloggers and content creators were involved, particularly parenting-focused mothers active on social media, to produce authentic and highly engaging content capable of directly reaching the target family audience, amplifying word-of-mouth through social networks.
RESULTS
The campaign accelerated brand recognition for Disguise among the Italian public, helping to build a distinctive and desirable brand image. Thanks to the involvement of key influencers in the parenting and lifestyle space, the brand successfully communicated the quality and emotional appeal of its costumes, positioning itself as a leading reference point for Disney dress-up costumes during Carnival and beyond.
