INFORMAZIONI SU QUESTO EPISODIO
Abby Ho has built her career at the intersection of fandom, social, and storytelling. As VP of Digital & Social at Disney Branded Television, she leads campaigns that help fans discover, connect with, and stay engaged with some of the most beloved franchises in the world, including Percy Jackson, Bluey, and Mickey Mouse Clubhouse.
In this episode, Abby joins Will Trowbridge to share how she went from HR to shaping digital strategy for major entertainment brands. They discuss the creative differences between Disney and Netflix, why the best campaigns are built around human behavior, how Percy Jackson became a global social and out-of-home moment, and why she launched her “Fellow Kids” newsletter to translate youth culture to the masses.
In this episode, we cover:
00:00 – Introduction & welcome
02:22 – Abby’s path from HR into entertainment and social
05:00 – Cold-calling her way into Degrassi and early digital fandom building
06:47 – Launching creator and content programs at CBC and Wattpad
08:57 – What Disney and Netflix taught Abby about creative culture
11:44 – How ideas move from concept to campaign at Disney
13:38 – The Percy Jackson billboard and the power of a big swing
15:20 – Building a global campaign across out-of-home and social
16:59 – The High School Musical TikTok stunt and reintroducing beloved IP
21:07 – Why all great marketing starts with human storytelling
25:00 – Fellow Kids and translating Gen Alpha and Gen Z culture
27:24 – What’s next, including Hannah Montana’s 20th anniversary
About Abby Ho:
Abby Ho is the VP of Digital & Social at Disney Branded Television, where she leads fan engagement strategy across franchises including Percy Jackson, Bluey, and Mickey Mouse Clubhouse. She has held senior roles at Netflix, Wattpad, and CBC, building a career around fandom, audience development, and culturally resonant storytelling. She is also the author of Fellow Kids, a newsletter focused on decoding Gen Alpha and Gen Z culture for marketers and brands.
About This Could Work:
This Could Work, a Webby-award winning podcast hosted by Saylor CEO Will Trowbridge, celebrates creative risk-taking and the people reshaping the future of brands.
Follow Saylor:
Website: www.sayloragency.com
Instagram: @SaylorAgency
LinkedIn: https://www.linkedin.com/company/saylor-agency/
