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PUR 3000 Campaign
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PUR 3000 Campaign

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This is a campaign project done in my Principles of Public Relations class at USF.

This is a campaign project done in my Principles of Public Relations class at USF.

Published in: Technology, Business
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  • Love-O-Meter:Don’t even consider it. Let him down easy. Its complicated. Give him a chance. Ken is your soul mate.
  • Transcript

    • 1. reunite using social media
    • 2. The Iconic Break-up• Barbie and Ken broke up in 2004• Huge media response• Publicity stunt to boost sales: – Australian doll, Blaine http://www.youtube.com/watch?v=5D3n9bwFwBA
    • 3. The Campaign• Relied heavily on social media marketing• Make Barbie seem as real as possible• Barbie leaves decision to her fans• Extremely detailed campaign• Collaborative work on project: – Attention, Ketchum PR and Mattel marketing http://www.youtube.com/watch?v=F0IQBgfphk4
    • 4. Social Media• Ken used social media as he attempted to woo Barbie back: – Facebook – Twitter – YouTube – Foursquare• Twitter and facebook accounts were flowing with suggestions on how Barbie should handle her situation
    • 5. Social Media
    • 6. Match.com• Make Barbie as real as possible• Mattel approached online dating with realistic ideas of how people communicate and meet on the web.
    • 7. The Contests• Vote on www.barbieandken.com
    • 8. Genuine Ken Contest• 8-episodeWeb series on Hulu• Eight “kentestants” were picked to compete for “The Great American Boyfriend” title• Whitney Port hosted competition• Kenneth Cole sponsored
    • 9. Intergrating Offline and OnlineEfforts• “Catch me if you Ken”• New York’s Magnolia Bakery designed special cupcake• Dylan’s Candy Bar created a number of Ken Branded Valentine’s candy• Billboards in LA and NYC• Two-page spread in Hollywood gossip magazine, US weekly
    • 10. Results• 34% increase of facebook fans – 3,591,771 fans• 200% increase in engagement through comments, likes and shares• On Feb. 14 Barbie and Ken were tweeted every 2 minutes• #BarbieandKen trended in 15 cities including New York City, Los Angeles, Dallas, Atlanta, Chicago and San Francisco

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