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Social Media Society Influencer Awards: Barbie & Ken, A Roman-Tech Reunion

Social Media Society Influencer Awards: Barbie & Ken, A Roman-Tech Reunion






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    Social Media Society Influencer Awards: Barbie & Ken, A Roman-Tech Reunion Social Media Society Influencer Awards: Barbie & Ken, A Roman-Tech Reunion Presentation Transcript

    • 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
        • 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
    • 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.
    • 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!
      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…