This is a digital campaign that ticked all the right boxes for me last year, Have a look!
Their strategy
Integrate online and offline efforts. Engage directly with purchasing influencers. Leverage Barbie & Ken’s various media channels to authentically share moments and insights into their romance as they found their way back to each other and emerge as the ultimate doll couple.
The tactics they used
Repositioning the brand to connect with past generations Custom website Social media: Facebook, Twitter, Foursquare, Youtube, Mobile text campaign promoted via twitter Out of home ads: billboards, Street teams/events, print display ads, retail: window and point of purchase displays.
Was this campaign successful?
Pffffff yes 34% increases in Barbie FaceBoook fans, and a 200% increase in engagement, through comments, likes and shares. On Feb 14th, the reunion day, the words “Barbie” and “Ken” were tweeted every two minutes, and #BarbieandKen was a trending topic in 15 cities, including New York City, Los Angeles, Dallas, Atlanta, Chicago, and San Francisco. BarbieandKen.com Garnered more than 5 million page views and hundreds of thousands of users voted on whether Barbie and Ken should rekindle their flame. Mattel sales increased 8% in Q1, and
global Barbie Sales increased by 14%.!!!!!
http://twitter.com/barbiestyle
http://twitter.com/officialken
