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Library/Film/Encanto and “We Don’t Talk About Bruno”
Grade A25 sourcesHIS-01363

Encanto and “We Don’t Talk About Bruno”

Film · 2021 · Viral

65Editable slideCertificate

Encanto’s soundtrack reached No. 1 as viewers turned its songs into TikTok performances.

Trailer · Walt Disney Animation Studios on YouTube

elaine ✨

@hauntedstar_ · Dec 31, 2021

lawd help me my brain concocted the chorus of that apple bottom jeans song to the tune of Camilo’s verse in we don’t talk about bruno

470
Post · @hauntedstar_ on X

Sawtooth Waves

@SawtoothWaves · Jan 7, 2022

we dont talk about apple bottom jeans #wedonttalkaboutbruno #encanto #camilomadrigal

33.3K213
Post · @SawtoothWaves on X
Clip · DisneyMusicVEVO on YouTube
Encanto theatrical poster
Walt Disney Animation Studios / Walt Disney Records
Mirabel in the Encanto official trailer
Walt Disney Animation Studios on YouTube
Mirabel and Bruno in Encanto
The Walt Disney Company
Bruno in the official We Don't Talk About Bruno video
DisneyMusicVEVO on YouTube
Mirabel under fireworks in Encanto
Billboard
The Madrigal family in Encanto
CNN
Encanto sing-along version on Disney+
Disney+
A We Don't Talk About Bruno scene shared as a meme on X
@SawtoothWaves on X
Mirabel with donkeys in Encanto
Deadline

Spread Score

How it works
Reach80Contagion45Breadth100Velocity30Longevity5065

Numbers

iSpot estimate of paid US TV ad impressions
1.26B
As of Nov 26, 2021 · TV · Deadline
Seed to milestone
3 months
Nov 16 ’21 to Jan 31 ’22
Platforms
8
Started on Box office
Leverage
1.7×
$256.8M on $150M budget

Mechanics

  • Sound or audio memePrimary
  • Platform jump
  • Press loop
  • Identity badge
  • Response chain

How it spread

Trace the origin

Encanto opened in cinemas before moving to Disney+. Viewers performed its songs on TikTok and remixed them on X. The soundtrack topped the Billboard 200, and Bruno reached the Hot 100 summit. Disney followed with a sing-along release and a concert special.

Documented milestone; not a measured attention peak.

Wikipedia views · Google searchesSep ’21NovJan ’22FebAprAugNovFeb ’23JunOctMilestoneYouTubeBox officeTVXPressAudioTikTokOpen web
YouTubeBox officeTVXPressAudioTikTokOpen web

13 more events on this chart

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Timeline (16)

  1. September 2021

    Walt Disney Animation Studios precursor · Sep 29 ’21

    Disney released the trailer and poster and announced John Leguizamo as Bruno.[1]

    Mirabel and Bruno in Encanto
    Open the first post ↗

  2. November 2021

    LatinoScoop seed · Nov 16 ’21

    LatinoScoop hosted public advance Encanto screenings in US cities.[2]

  3. December 2021

    Disney+ platform jump · Dec 24 ’21

    Disney+ made Encanto available to subscribers after its theatrical window.[3][4]

  1. owner response · Dec 28 ’21

  2. platform jump · Dec 31 ’21

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Why it worked

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Join freeGo Pro
Origin
Mixed
Sector
Entertainment
Region
US
iSpot estimate of paid US TV ad impressions
1.26B
As of Nov 26, 2021 · TV · Deadline
Evidence
Grade A

Spread the same way

Meme & format · YouTube · 202252

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HBO Max (interview); Emma D’Arcy and Olivia Cooke

A TV interview became a cocktail meme; Instacart reported a 2.2x ingredient-order lift.

90 sold

1 / 8

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New cases, every week

How the next thing spread, the week it does.