Barbie & Ken: A Roman-Tech Reunion

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 – all communication and collateral drove consumers to the microsite where consumers could vote and engage further

A Love-O-Meter displayed the public sentiment towards the potential reunion at any given moment

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 – Computer Engineer!

Conducted a QR code fashion scavenger hunt during Fashion’s Night Out 2011.

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

Thank You! Lauren Bruksch Mattel @LaurenMeliss Curtis Hougland Attention @curtis_hougland Jessica Kimiabakhsh Mattel @JessKimia

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Barbie & Ken: A Roman-Tech Reunion

by Attention on Nov 17, 2011

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Barbie & Ken: A Roman-Tech Reunion — Presentation Transcript