How we helped Disney turn global magic into local brand love at SXSW

How do global brands build local love on social? That was the focus at SXSW London, where our CEO Melissa Chapman joined our client partner Lucy Amos, director of social media at Disney UK and EMEA, and strategic advisor Sedge Beswick on stage to discuss culturally attuned storytelling and the power of community-first content.

Reporting live from the panel, Little Black Book’s Aysun Bora caught the action — and we’ve pulled out the highlights. You can read the full LBB article here.

Culture moves fast. Good brands move faster.

Lucy Amos has been there since the beginning – quite literally. She set up the first Facebook and YouTube accounts at Disney EMEA 14 years ago. Since then, she’s led the charge in building communities that feel personal, not just promotional.

Melissa shared how Jungle Creations grew from a single Facebook page into a full-service social and content agency by staying relentlessly tuned in to shifting platforms, behaviours and audience needs.

“We wanted to build communities around passion points,” Melissa said. “It’s always been about following the opportunity and adapting fast.”

That agility still matters more than ever – with short-form content booming but long-form experiences also re-entering the chat. It’s about recognising trends, testing formats and helping clients stay one step ahead.

Global consistency, local love

For both Disney and Jungle, striking the balance between brand consistency and cultural relevance is key.

“We take the core brand values and tailor them to each market,” Lucy explained. Take Inside Out 2 – a global box office hit. In the UK, Disney adapted social content using fan-favourite characters like Anxiety and Anger to reflect the emotional rollercoaster of the Euros. It was timely, funny, and rooted in local insight.

Melissa pointed to the role Jungle plays in making global feel local, particularly through community management.

“That’s where the UK tone of voice really comes through. We’re not just translating – we’re interpreting and building relationships with the audience.”

It’s called social for a reason

With the rise of “anti-social” social platforms, brands have to work harder to build meaningful community spaces.

For Lucy, the question is simple: “How do we make people feel seen?” Whether it’s time-poor parents engaging with Disney Family content, or fans commenting on film trailers at midnight – every interaction matters.

That’s why community management at Jungle Creations isn’t an afterthought. It’s a strategic lever. We’re trusted by clients like Disney to represent their tone of voice, respond to audiences with empathy, and create content that connects – not just performs.

Creators are the voice of culture

Both Melissa and Lucy agree that influencer partnerships must be intentional. For Disney, it’s about choosing ambassadors who genuinely love the brand – especially family-first creators who can speak to parenting audiences in a relatable way.

“We use creators on our channels, not just theirs,” Lucy said. “They give us a voice, and they help us reflect the audience we’re speaking to.”

Don’t fear the algorithm – but don’t ignore the audience

Social media will keep evolving. Platforms will shift, formats will change, and yes – the algorithm will always keep you guessing. But what stays constant is the need to lead with purpose, listen to your community, and build culturally resonant work that earns attention.

At Jungle, that’s our everyday. And we love it.

Read the original article by Aysun Bora on Little Black Book here: Disney Magic at SXSW: How Global Brands Build Local Brand Love

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