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Barbie & Ken: A Roman-Tech Reunion

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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… ,[object Object],[object Object],[object Object]
History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Barbie by the Numbers
Barbie on Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Barbie on Twitter ,[object Object],[object Object],[object Object]
Barbie on YouTube ,[object Object],[object Object]
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 ,[object Object],[object Object],[object Object]
Owned: BarbieandKen.com ,[object Object]
Owned: BarbieandKen.com ,[object Object]
Owned: BarbieandKen.com ,[object Object]
Owned: Pop-Up Store ,[object Object],[object Object]
Shared: Match.com ,[object Object]
Shared: Magnolia Bakery ,[object Object],[object Object]
Shared: Dylan’s Candy Bar ,[object Object],[object Object]
Shared: Christie’s Auction House ,[object Object]
Earned: Catch Me If You Ken ,[object Object]
Earned: Genuine Ken on Hulu ,[object Object],[object Object]
Earned: Valentine’s Day Date with Ken ,[object Object],[object Object]
Paid: Out-of-Home ,[object Object],[object Object]
Paid: Magazine ,[object Object],[object Object]
Earned: Digital Coverage ,[object Object]
Together Again!
Results ,[object Object],[object Object],[object Object],[object Object]
Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Continuing the Story ,[object Object]
Insights ,[object Object],[object Object]
Insights ,[object Object],[object Object]
Barbie’s Social Journey… ,[object Object]
[object Object],Barbie’s Social Journey…
[object Object],Barbie’s Social Journey…
[object Object],[object Object],Barbie’s Social Journey…
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

  • 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
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  • 11. Barbie by the Numbers
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  • 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
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  • 42. Thank You! Lauren Bruksch Mattel @LaurenMeliss Curtis Hougland Attention @curtis_hougland Jessica Kimiabakhsh Mattel @JessKimia