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.

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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.

PUR 3000 Campaign PUR 3000 Campaign Presentation Transcript

  • reunite using social media
  • 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
  • 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
  • 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
  • Social Media
  • Match.com• Make Barbie as real as possible• Mattel approached online dating with realistic ideas of how people communicate and meet on the web.
  • The Contests• Vote on www.barbieandken.com
  • 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
  • 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
  • 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