Funday was our first overt step to change perceptions at ABC Family. We had been often derided for our contradictory content (how can you air Cinderella when you also air Pretty Little Liars?), but we knew from research and from monitoring Twitter that our millennial audience actually loved to embrace their inner child…

I'm 26 years old and still love to watch Disney movies. #mulan on ABC family #childatheart #nevertoold

@ABCFamily is KILLING it today with this @Disney marathon. Perfect way to spend my hungover Sunday. #Cinderella #LittleMermaid

Our approach to Funday embraced this – by rebranding these movies as a must-have for every twenty-something. We captured the spirit that we were already noticing on social media. Through on-air, digital (the funday app) and social experiences, we provided opportunities for our audiences to share their love and excitement.