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...
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… <ul><ul><li>“ Identity crisis” </li></ul></ul><ul><ul><li>Opportunity for relaunch/repositioning </li></u...
History <ul><ul><li>1961 </li></ul></ul><ul><ul><li>An amicable split was announced by publicist Ken Sunshine during a pre...
Barbie by the Numbers
Barbie on Facebook <ul><ul><li>2.7 Million Likes </li></ul></ul><ul><ul><li>Global footprint </li></ul></ul><ul><ul><li>Un...
Barbie on Twitter <ul><ul><li>82.5k followers </li></ul></ul><ul><ul><li>Verified Account </li></ul></ul><ul><ul><li>Inter...
Barbie on YouTube <ul><ul><li>909k Channel Views </li></ul></ul><ul><ul><li>2.2 Million Upload Views </li></ul></ul>
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 ...
Owned: Barbie & Ken Social Channels <ul><ul><li>Barbie’s existing and Ken’s newly launched social channels told the story ...
Owned: BarbieandKen.com <ul><ul><li>The “hub” of campaign – all communication and collateral drove consumers to the micros...
Owned: BarbieandKen.com <ul><ul><li>A Love-O-Meter displayed the public sentiment towards the potential reunion at any giv...
Owned: BarbieandKen.com <ul><ul><li>Following the reunion, the microsite refreshed to house a curated feed displaying aggr...
Owned: Pop-Up Store <ul><ul><li>Activated Facebook commerce to celebrate the Barbie & Ken reunion </li></ul></ul><ul><ul><...
Shared: Match.com <ul><ul><li>Partnered with online dating site Match.com to create a  “search story” video where Ken find...
Shared: Magnolia Bakery <ul><ul><li>Partnered with the premier NYC & LA bakery to create a custom Barbie-branded cupcake <...
Shared: Dylan’s Candy Bar <ul><ul><li>Leveraged existing partnership by digitally tying the in-store products into the soc...
Shared: Christie’s Auction House <ul><ul><li>Engaged the art & fashion community during NYFW with an exclusive event in ce...
Earned: Catch Me If You Ken <ul><ul><li>Re-introduced Ken to the public with an eye-catching truck that housed real-live K...
Earned: Genuine Ken on Hulu <ul><ul><li>First half-hour reality show to premiere on Hulu </li></ul></ul><ul><ul><li>Brande...
Earned: Valentine’s Day Date with Ken <ul><ul><li>In celebration of Barbie and Ken’s reunion, fans were invited to have a ...
Paid: Out-of-Home <ul><ul><li>Ken’s feelings towards Barbie were made even more public with billboards and street displays...
Paid: Magazine <ul><ul><li>A two-page spread in US Weekly threaded into the social narrative </li></ul></ul><ul><ul><li>Ba...
Earned: Digital Coverage <ul><ul><li>The campaign secured placements on top Social Media, Tech, Women’s Lifestyle, Fashion...
Together Again!
Results <ul><ul><li>Garnered a  half a million votes  on BarbieandKen.com </li></ul></ul><ul><ul><li>The words “Barbie” an...
Results <ul><ul><li>Facebook increase of  449,258  fans, 34.2% growth </li></ul></ul><ul><ul><li>Twitter increase of  10,1...
Continuing the Story <ul><ul><li>The conversation between brand and consumer should be one circuitous ongoing journey, acr...
Insights <ul><ul><li>Social media became the center of conversation  in the reunion saga as it played out like a modern da...
Insights <ul><ul><li>Crowdsourcing  the decision of the Barbie & Ken reunion  gave fans ownership of the campaign , cultiv...
Barbie’s Social Journey… <ul><ul><li>Hosted first tweetup around Barbie Basics launch in February 2010. </li></ul></ul>
<ul><ul><li>Crowdsourced 125 th  career – Computer Engineer! </li></ul></ul>Barbie’s Social Journey…
<ul><ul><li>Conducted a QR code fashion scavenger hunt during Fashion’s Night Out 2011. </li></ul></ul>Barbie’s Social Jou...
<ul><ul><li>Collected Facebook users’ aspirations through the 2010 “Wall of Dreams” Facebook application </li></ul></ul><u...
Thank You! Lauren Bruksch Mattel @LaurenMeliss Curtis Hougland Attention @curtis_hougland Jessica Kimiabakhsh Mattel @Jess...
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Barbie + Ken: A Roman-Tech Reunion

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Barbie + Ken: A Roman-Tech Reunion

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

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