ºÝºÝߣ

ºÝºÝߣShare a Scribd company logo

Barbie & Ken: A Roman-Tech Reunion

?Download as PPT, PDF?
?
Attention
Attention

The document summarizes Mattel's 2011 campaign to reunite Barbie and Ken after years of separation. It involved telling the story of their reunion across owned, earned, paid, and shared media channels. Key elements included partnering with dating site Match.com and retailers to promote their relationship, crowdsourcing votes on BarbieandKen.com, and generating over 11 million social media impressions. The campaign increased Barbie and Ken's social media followers by over 30% and engaged half a million people.

1 of 42
Downloaded 49 times
WOMMA Welcomes You To SUMMIT 2011 Mattel & Attention A Roman-Tech Reunion
CUSTOMER ENGAGEMENT Involving Customers to Create an Epic Brand Love Story Lauren Bruksch Mattel Curtis Hougland Attention Jessica Kimiabakhsh Mattel
Objective Elevate cultural awareness around? a key brand moment: The relaunch/repositioning of Ken?
Begin with a Simple Concept Barbie + Ken =
Filter All Campaign Elements through Word-of-Mouth
Tell a Story across the Customer Journey
Tell a Story across Earned, Owned, Paid and Shared Media
Barbie: Pop Culture Icon
Relaunching Ken¡­ ¡° Identity crisis¡± Opportunity for relaunch/repositioning Foot to larger Barbie brand marketing through fresh lens
History 1961 An amicable split was announced by publicist Ken Sunshine during a press conference Barbie and Ken met on the set of their first TV commercial 2004 2011 Together Again! Reunited after Ken¡¯s roman-tech grand gestures and full-year campaign
Barbie by the Numbers
Barbie on Facebook 2.7 Million Likes Global footprint Unique digital voice Launched in 2009 Highly engaged fans 5k interactions daily
Barbie on Twitter 82.5k followers Verified Account Interactions with celebrities and tastemakers
Barbie on YouTube 909k Channel Views 2.2 Million Upload Views
Campaign
SEPT OCT NOV DEC JAN FEB MAR OWNED SHARED EARNED PAID Catch Me If You Ken Barbie and Ken.com Match.com Video Pop-Up Store Magnolia Bakery Dylan¡¯s Us Weekly Out-of-Home Genuine Ken V-Day Date with Ken Genuine Ken Finale Ken¡¯s Social Launch Christie¡¯s Foursquare Memory Lane
Owned: Barbie & Ken Social Channels Barbie¡¯s existing and Ken¡¯s newly launched social channels told the story from each of the dolls¡¯ perspectives Ken used Foursquare to leave nostalgic anecdotes about his relationship with Barbie Facebook and Twitter housed the dolls¡¯ flirty interactions
Owned: BarbieandKen.com The ¡°hub¡± of campaign ¨C all communication and collateral drove consumers to the microsite where consumers could vote and engage further
Owned: BarbieandKen.com A Love-O-Meter displayed the public sentiment towards the potential reunion at any given moment
Owned: BarbieandKen.com Following the reunion, the microsite refreshed to house a curated feed displaying aggregate of social conversations from fans and the dolls
Owned: Pop-Up Store Activated Facebook commerce to celebrate the Barbie & Ken reunion Inventory included the $5 ¡°She Said Yes!¡± doll gift set, a product to thank consumers for their continued engagement with the campaign
Shared: Match.com Partnered with online dating site Match.com to create a ¡°search story¡± video where Ken finds his perfect match... Barbie!
Shared: Magnolia Bakery Partnered with the premier NYC & LA bakery to create a custom Barbie-branded cupcake Seeded ¡®paparazzi shots¡¯ of Ken at Magnolia to mark the start of his courtship
Shared: Dylan¡¯s Candy Bar Leveraged existing partnership by digitally tying the in-store products into the social romance narrative Created a ¡®grand gesture¡¯ moment signifying Ken¡¯s desire to win Barbie back
Shared: Christie¡¯s Auction House Engaged the art & fashion community during NYFW with an exclusive event in celebration of Ken
Earned: Catch Me If You Ken Re-introduced Ken to the public with an eye-catching truck that housed real-live Ken dolls on FNO 2010
Earned: Genuine Ken on Hulu First half-hour reality show to premiere on Hulu Branded dating show reached the #3 reality show spot on Hulu
Earned: Valentine¡¯s Day Date with Ken In celebration of Barbie and Ken¡¯s reunion, fans were invited to have a ¡°date¡± with Ken in NYC¡¯s Times Square and LA¡¯s The Grove Reinforced Ken¡¯s standing as ¡°the ultimate dream date¡±
Paid: Out-of-Home Ken¡¯s feelings towards Barbie were made even more public with billboards and street displays in LA and NYC SMS codes found on displays allowed mobile voting
Paid: Magazine A two-page spread in US Weekly threaded into the social narrative Barbie ¡°stumbled upon¡± Ken¡¯s love profession in the magazine
Earned: Digital Coverage The campaign secured placements on top Social Media, Tech, Women¡¯s Lifestyle, Fashion and Entertainment blogs, garnering over 11 million impressions.
Together Again!
Results Garnered a half a million votes on BarbieandKen.com The words ¡°Barbie¡± and ¡°Ken¡± were tweeted every 18 seconds on reunion day Barbie and Ken were trending topics on Twitter in 22 markets , including NYC, LA, Chicago, Texas and south Florida Share of voice spiked for both Barbie and Ken tremendously with a 1,600% increas e in total conversations on reunion day
Results Facebook increase of 449,258 fans, 34.2% growth Twitter increase of 10,147 followers, 38.9% growth 2,039 followers, 15 check ins Facebook increase of 22,060 fans, 111% growth Twitter increase of 5,417 followers, 162% growth 112 followers, 35 check-ins, 76 users completed Ken ¡¯s tips
Continuing the Story The conversation between brand and consumer should be one circuitous ongoing journey, across different platforms, with zero dead ends.
Insights Social media became the center of conversation in the reunion saga as it played out like a modern day romance in a believable, authentic way Cross-linking and leveraging multiple social platforms allowed for fans to be consistently engaged
Insights Crowdsourcing the decision of the Barbie & Ken reunion gave fans ownership of the campaign , cultivating engagement and serving as an effective, simple call-to-action for all target audiences Offline and online integration drove reciprocal benefit within the marketing mix
Barbie¡¯s Social Journey¡­ Hosted first tweetup around Barbie Basics launch in February 2010.
Crowdsourced 125 th career ¨C Computer Engineer! Barbie¡¯s Social Journey¡­
Conducted a QR code fashion scavenger hunt during Fashion¡¯s Night Out 2011. Barbie¡¯s Social Journey¡­
Collected Facebook users¡¯ aspirations through the 2010 ¡°Wall of Dreams¡± Facebook application Recently launched the 2011 iteration, an interactive map of dreams from around the world Barbie¡¯s Social Journey¡­
Thank You! Lauren Bruksch Mattel @LaurenMeliss Curtis Hougland Attention @curtis_hougland Jessica Kimiabakhsh Mattel @JessKimia

More Related Content

Barbie & Ken: A Roman-Tech Reunion

  • 1. WOMMA Welcomes You To SUMMIT 2011 Mattel & Attention A Roman-Tech Reunion
  • 2. CUSTOMER ENGAGEMENT Involving Customers to Create an Epic Brand Love Story Lauren Bruksch Mattel Curtis Hougland Attention Jessica Kimiabakhsh Mattel
  • 3. Objective Elevate cultural awareness around? a key brand moment: The relaunch/repositioning of Ken?
  • 4. Begin with a Simple Concept Barbie + Ken =
  • 5. Filter All Campaign Elements through Word-of-Mouth
  • 6. Tell a Story across the Customer Journey
  • 7. Tell a Story across Earned, Owned, Paid and Shared Media
  • 9. Relaunching Ken¡­ ¡° Identity crisis¡± Opportunity for relaunch/repositioning Foot to larger Barbie brand marketing through fresh lens
  • 10. History 1961 An amicable split was announced by publicist Ken Sunshine during a press conference Barbie and Ken met on the set of their first TV commercial 2004 2011 Together Again! Reunited after Ken¡¯s roman-tech grand gestures and full-year campaign
  • 11. Barbie by the Numbers
  • 12. Barbie on Facebook 2.7 Million Likes Global footprint Unique digital voice Launched in 2009 Highly engaged fans 5k interactions daily
  • 13. Barbie on Twitter 82.5k followers Verified Account Interactions with celebrities and tastemakers
  • 14. Barbie on YouTube 909k Channel Views 2.2 Million Upload Views
  • 16. SEPT OCT NOV DEC JAN FEB MAR OWNED SHARED EARNED PAID Catch Me If You Ken Barbie and Ken.com Match.com Video Pop-Up Store Magnolia Bakery Dylan¡¯s Us Weekly Out-of-Home Genuine Ken V-Day Date with Ken Genuine Ken Finale Ken¡¯s Social Launch Christie¡¯s Foursquare Memory Lane
  • 17. Owned: Barbie & Ken Social Channels Barbie¡¯s existing and Ken¡¯s newly launched social channels told the story from each of the dolls¡¯ perspectives Ken used Foursquare to leave nostalgic anecdotes about his relationship with Barbie Facebook and Twitter housed the dolls¡¯ flirty interactions
  • 18. Owned: BarbieandKen.com The ¡°hub¡± of campaign ¨C all communication and collateral drove consumers to the microsite where consumers could vote and engage further
  • 19. Owned: BarbieandKen.com A Love-O-Meter displayed the public sentiment towards the potential reunion at any given moment
  • 20. Owned: BarbieandKen.com Following the reunion, the microsite refreshed to house a curated feed displaying aggregate of social conversations from fans and the dolls
  • 21. Owned: Pop-Up Store Activated Facebook commerce to celebrate the Barbie & Ken reunion Inventory included the $5 ¡°She Said Yes!¡± doll gift set, a product to thank consumers for their continued engagement with the campaign
  • 22. Shared: Match.com Partnered with online dating site Match.com to create a ¡°search story¡± video where Ken finds his perfect match... Barbie!
  • 23. Shared: Magnolia Bakery Partnered with the premier NYC & LA bakery to create a custom Barbie-branded cupcake Seeded ¡®paparazzi shots¡¯ of Ken at Magnolia to mark the start of his courtship
  • 24. Shared: Dylan¡¯s Candy Bar Leveraged existing partnership by digitally tying the in-store products into the social romance narrative Created a ¡®grand gesture¡¯ moment signifying Ken¡¯s desire to win Barbie back
  • 25. Shared: Christie¡¯s Auction House Engaged the art & fashion community during NYFW with an exclusive event in celebration of Ken
  • 26. Earned: Catch Me If You Ken Re-introduced Ken to the public with an eye-catching truck that housed real-live Ken dolls on FNO 2010
  • 27. Earned: Genuine Ken on Hulu First half-hour reality show to premiere on Hulu Branded dating show reached the #3 reality show spot on Hulu
  • 28. Earned: Valentine¡¯s Day Date with Ken In celebration of Barbie and Ken¡¯s reunion, fans were invited to have a ¡°date¡± with Ken in NYC¡¯s Times Square and LA¡¯s The Grove Reinforced Ken¡¯s standing as ¡°the ultimate dream date¡±
  • 29. Paid: Out-of-Home Ken¡¯s feelings towards Barbie were made even more public with billboards and street displays in LA and NYC SMS codes found on displays allowed mobile voting
  • 30. Paid: Magazine A two-page spread in US Weekly threaded into the social narrative Barbie ¡°stumbled upon¡± Ken¡¯s love profession in the magazine
  • 31. Earned: Digital Coverage The campaign secured placements on top Social Media, Tech, Women¡¯s Lifestyle, Fashion and Entertainment blogs, garnering over 11 million impressions.
  • 33. Results Garnered a half a million votes on BarbieandKen.com The words ¡°Barbie¡± and ¡°Ken¡± were tweeted every 18 seconds on reunion day Barbie and Ken were trending topics on Twitter in 22 markets , including NYC, LA, Chicago, Texas and south Florida Share of voice spiked for both Barbie and Ken tremendously with a 1,600% increas e in total conversations on reunion day
  • 34. Results Facebook increase of 449,258 fans, 34.2% growth Twitter increase of 10,147 followers, 38.9% growth 2,039 followers, 15 check ins Facebook increase of 22,060 fans, 111% growth Twitter increase of 5,417 followers, 162% growth 112 followers, 35 check-ins, 76 users completed Ken ¡¯s tips
  • 35. Continuing the Story The conversation between brand and consumer should be one circuitous ongoing journey, across different platforms, with zero dead ends.
  • 36. Insights Social media became the center of conversation in the reunion saga as it played out like a modern day romance in a believable, authentic way Cross-linking and leveraging multiple social platforms allowed for fans to be consistently engaged
  • 37. Insights Crowdsourcing the decision of the Barbie & Ken reunion gave fans ownership of the campaign , cultivating engagement and serving as an effective, simple call-to-action for all target audiences Offline and online integration drove reciprocal benefit within the marketing mix
  • 38. Barbie¡¯s Social Journey¡­ Hosted first tweetup around Barbie Basics launch in February 2010.
  • 39. Crowdsourced 125 th career ¨C Computer Engineer! Barbie¡¯s Social Journey¡­
  • 40. Conducted a QR code fashion scavenger hunt during Fashion¡¯s Night Out 2011. Barbie¡¯s Social Journey¡­
  • 41. Collected Facebook users¡¯ aspirations through the 2010 ¡°Wall of Dreams¡± Facebook application Recently launched the 2011 iteration, an interactive map of dreams from around the world Barbie¡¯s Social Journey¡­
  • 42. Thank You! Lauren Bruksch Mattel @LaurenMeliss Curtis Hougland Attention @curtis_hougland Jessica Kimiabakhsh Mattel @JessKimia