Barbie Social Media Campaign: Doll Yourself Up


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This was a group project for my social media class. We created a social media campaign for the "Barbie" brand. Our ideas are a follow-up and continuation from their first initial campaign "Barbie & Ken" released in Janary 2011.

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Barbie Social Media Campaign: Doll Yourself Up

  1. 1. By: Nikita Raja, Melissa Gagne, Sonia Menara, Tanya Georgieva
  2. 2. Overview <ul><li>Critique of current Barbie SM Campaign </li></ul><ul><li>Target Market & Psychographics </li></ul><ul><li>Strategy: Positioning Triangles and Statement </li></ul><ul><li>New Campaign: “Doll Yourself Up” </li></ul><ul><li>Tactics: Phases #1 and #2 </li></ul><ul><li>Benefits of Campaign </li></ul><ul><li>Measuring Success </li></ul><ul><li>Alignment with Target Market </li></ul><ul><li>Budget Allocation </li></ul><ul><li>Campaign Timeline </li></ul><ul><li>Campaign Sustainability & ROI </li></ul>
  3. 3. Current Social Media Campaign Source: Video “ The Barbie brand resonates with three generations, from consumers who played with the dolls as children to those who love the brand today” – Stephanie Cota, SVP of worldwide marketing for Mattel
  4. 4. Research Results to date. . . <ul><li>= 1,848,973 likes </li></ul><ul><li>= 41,021 followers </li></ul><ul><li>= 102 Friends & 2299 Followers </li></ul><ul><li>= 162,106 views </li></ul>
  5. 5. Critique of Current Campaign <ul><li>Core problems with the campaign: </li></ul><ul><li>Unidentified and inconsistent </li></ul><ul><li>target market </li></ul>
  6. 6. Critique of Current Campaign – Cont’d <ul><li>2. No objectives or goals were defined in the campaign </li></ul><ul><li>3. No incentives or prizes for fans and online communities </li></ul>Why? So what?
  7. 7. Key Success Factors of Current Campaign <ul><li> Created Buzz around the Barbie brand </li></ul><ul><li>-Leveraged current SM channels and mediums </li></ul><ul><li>-Maintained online presence post campaign (continued Facebook status updates and tweets) </li></ul><ul><li> “ Humanized” Barbie </li></ul><ul><li>-Established a brand community </li></ul><ul><li> Created co-branding partnerships (e.g. Magnolia Bakery,, MOMA – NYC) </li></ul>
  8. 8. Researching our Target Market  18-24 year old segment
  9. 9.  18-24 year old segment Researching our Target Market – Cont’d
  10. 10. Psychographics of Target Market <ul><li>Barbie  </li></ul><ul><li>From Role Model ------------ to Friend </li></ul>Target Market Career-Oriented Fun Has an attitude to match Likes to look good Loves shopping
  11. 11. Ideal Profile Target: *NEDA NAVABI*
  12. 12. Ideal Profile Target: *NEDA NAVABI*
  13. 13. Ideal Profile Target: *NEDA NAVABI* … don’t forget she has a “Ken”!
  14. 14. … do you think she likes Barbie? Neda’s friend says.... Ideal Profile Target: *NEDA NAVABI*
  15. 15. … do you think she likes Barbie? Ideal Profile Target: *NEDA NAVABI*
  16. 16. Neda Navabi...  Is 24 years old  Has an outfit for every occasion - and an attitude to match  Is career-driven (she’s currently in Law school)  Loves animals (cat & dog owner)  Likes travelling (goes on vacations)  Goes out with her friends  Loves attention and is outgoing  Cares about the way she looks  Has a “Ken” in her life
  17. 17. Positioning Strategy: Triangle #1 - Competition Fashion Brands Social connections (networks of friends) Sephora, Abercrombie & Fitch, Victoria’s Secret, Forever21, Jessica Simpson branded products “ Play” Barbie
  18. 18. Positioning Strategy: Triangle #2 - Consumer Used to play with Barbie (dolls) as children Barbie To be a confident , career-driven fashion icon and guru for her friends. <ul><li>A job </li></ul><ul><li>Make-up </li></ul><ul><li>Clothes </li></ul><ul><li>Shoes </li></ul><ul><li>Designers </li></ul><ul><li>Success </li></ul><ul><li>Teachers </li></ul><ul><li>Models </li></ul><ul><li>Celebrities </li></ul>Barbie is a lifestyle and fashion icon, representing success, confidence, and fashion
  19. 19. Positioning Strategy: Triangle #3 - Narrative Young women are maturing and entering the workforce but they still want to have fun and be fashionable. Barbie girl Young women can use the Barbie brand to incorporate the element of “play” into their wardrobes, meeting their goals of being confident, career-driven fashion icons and gurus for their friends.
  20. 20. Positioning Statement <ul><li>&quot;To social 18-24 yr old females, who are career-driven, fashion-forward, and who want to connect with their friends, Barbie is the go-to fashion brand for play.” </li></ul>Redefining “Play” Kids = toys Women = clothes & accessories
  21. 21. New Campaign: “Doll Yourself Up”
  22. 22. Campaign Objective <ul><li> To enhance awareness for “Barbie” as a fashion brand (not awareness for the dolls) </li></ul>
  23. 23. Campaign Components <ul><li>Phase #1: Shoe Design Contest </li></ul><ul><li>Phase #2: Monthly “Barbie Looks” </li></ul><ul><li>Future Plans: Campaign Sustainability & ROI </li></ul>
  24. 24. <ul><li>Partnership with Town Shoes </li></ul><ul><li>Who  Barbie Facebook community (18-24yr females) </li></ul><ul><li>What  Photo Sharing Contest of the “ultimate shoe design” </li></ul><ul><li>Where  Contest: Facebook + Shoe Design Generator Site </li></ul><ul><li>  Promotions: start in-store and continue through Barbie Twitter account, Facebook page, and blog </li></ul><ul><li>When  Launch in May 2011 and into the summer </li></ul>Phase #1: Shoe Design Contest
  25. 25. Why Shoes? <ul><li>Existing Barbie product </li></ul><ul><li>Non-discriminative fashion accessory (every female wears shoes) </li></ul><ul><li>“ Barbie’s heels are iconic; a testimony to her successful balance between independence and femininity.”* </li></ul><ul><li>*Source: </li></ul>
  26. 26. Contest Details: <ul><li>1) Fans click on “Doll Yourself Up” and are directed to the shoe design generator site </li></ul><ul><li>2) Fans create their own shoe design and “submit” a picture for the Contest </li></ul><ul><li>3) Shoe designs will be displayed through a Contest Album on the Barbie Facebook page </li></ul><ul><li>4) The shoe design that generates the most “likes” will be declared the winner </li></ul><ul><li>- Fans can post shoe designs to their own and/or friends’ profiles to encourage “likes” </li></ul>Embedded into main Barbie Page
  27. 27. How It Appears: <ul><li>STEP 4: Entry Description </li></ul><ul><li>“ This is the perfect shoe for a </li></ul><ul><li>classy birthday. It’s got the </li></ul><ul><li>right texture, that highlights </li></ul><ul><li>that glamorous golden colour ” </li></ul>Step 1 Step 2 Step 3 FINAL STEP :
  28. 28. <ul><li>Winning shoe design gets produced and becomes available for sale by Town Shoes </li></ul><ul><li>Designer wins a free pair of their self-designed shoes </li></ul><ul><li>Designer also wins the “Ultimate Barbie Getaway Weekend” </li></ul><ul><ul><li>Trip for two (winner and her best friend!) </li></ul></ul><ul><ul><li>Flown to Malibu, California </li></ul></ul><ul><ul><li>3 days, 2 nights at a Hotel </li></ul></ul><ul><ul><li>Full-day itineraries including trips to the Spa, high tea, haircuts, makeovers, and more) </li></ul></ul><ul><ul><li>Will be given a camera to document the weekend (post pictures, video content and status updates to Facebook and Twitter) </li></ul></ul>Prize Details:
  29. 29. <ul><li>In order to direct the target to the Barbie Facebook page and contest: </li></ul><ul><ul><li>In store ambassadors in Town Shoes (1 per store) will hold ipads for shoppers to log into their Facebook account and like the Barbie page. </li></ul></ul><ul><ul><li>Customers will then receive a free Barbie heel keychain and a scratch ticket for the chance to win a pair of free shoes </li></ul></ul><ul><ul><li>The ambassador’s goal is to raise awareness of the online contests </li></ul></ul><ul><ul><li>The ambassadors will be in-store for the first 2 months of the campaign (June and July 2011) </li></ul></ul>Promotions:
  30. 30. In-store Promotion Sample: Customer Logs in and “Likes” Barbie page Free keychain and chance to win Barbie Ambassador gives info on contest details (@Town Shoes)
  31. 31. Phase #2: Monthly “Barbie Looks” <ul><li>Who  Online Barbie Community (18-24yr females) </li></ul><ul><li>What  Photo & Video Sharing Contest of the best “Barbie Look” </li></ul><ul><li>Where  Contest: Facebook & YouTube </li></ul><ul><li>  Promotions: Barbie Twitter, Facebook page, and blog </li></ul><ul><li>When  Launch in September 2011 </li></ul>
  32. 32. Contest Details: <ul><li>Fans participate in a co-creation contest, where they submit their ultimate “Barbie look” </li></ul><ul><li>Barbie look submissions can range from a video or photo of nail designs, hair-dos, outfits, make-over look etc </li></ul><ul><li>Photos and videos are promoted on Facebook and YouTube where members of the fan community can “like” and vote for their favourite monthly look </li></ul><ul><li>Every month, a “Barbie look” winner will be selected based on number of votes, which will encourage participants to engage their friends </li></ul>
  33. 33. <ul><li>Monthly winner will be awarded with the ability to plan and host the ultimate “Barbie Party” </li></ul><ul><li>- An event coordinator will help organize the Barbie party </li></ul><ul><li>- Winner gets to invite 15-20 friends </li></ul><ul><li>- Decor, food, party theme will all be chosen by the winner with assistance of the coordinator </li></ul><ul><li>- Spending money awarded for party will be $500 </li></ul><ul><li>- The winners will have 30 days to plan and host their party </li></ul><ul><li>- Winner must also upload their photos from the event on the various social media sites that the “Barbie” brand is on </li></ul><ul><li>- The contest will commence on September 1 st 2011 and will go for 9 months until May 31 st 2012 </li></ul><ul><li>* Party Coverage : Chosen winner must provide real-time online coverage of the Barbie party with the help of her friends to their social media networks. Pictures from the event, along with tweets (hashtag Barbie or addressing @barbiestyle) and Facebook status updates (linking the main Barbie Facebook page by typing @Barbie) must be posted to spread awareness, hype up the prize (spur increased participation in the contest), and encourage conversations/feedback. </li></ul>Prize Details:
  34. 34. Sample Barbie Party Event: Winner and her friends Barbie branded food (cupcakes) Fun party venue
  35. 35. Benefits of the Campaign
  36. 36. Alignment with Target Market
  37. 37. Measuring Campaign Success Awareness Engagement Phase #1: Shoe Design Contest SM Platforms:  Facebook  Twitter -# of fans on FB page -# of twitter followers -# of impressions, reviews -# of user-generated shoe designs -#of FB likes -# of comments per shoe designs -# of tweets/@replies related to Barbie brand Phase #2: Monthly “Barbie Look” SM Platforms:  Facebook  YouTube -# of active subscribers of Barbie YouTube channel -# of fans/active users on FB page -# of likes per monthly look -# of comments per monthly look photo or video -# of “favourite-d” videos of monthly looks
  38. 38. Annual Campaign Budget *Saturdays at 25 stores across Canada (out of 40 in total) for 2 months = (25)(8)(8)(10.25) – needed only in those two months in the year ** 9 Party Planners (same as Ambassadors) required annually, approximately work for 8 hours, $10.25 Average Cost Staff (3 approximately) to monitor, update etc. 100,000 Website Design 35,000 Facebook Fan Page Design 50,000 Facebook Fan Page Maintenance * see Staff Ambassadors* 16,400 Prizes 0) 50,000 Key chains* $0.10 0) 25 free shoes 1) Free-pair of Shoes 1) Weekend Getaway 2) Party Planner** 3) 9 Parties $500 each budget $5,000 $3,500 $140 $10,000 $738 $4,500 15,378 Total 265,778
  39. 39. <ul><ul><li>***************************************************************************************** </li></ul></ul><ul><ul><li>Shoe Design Contest - will be done annually for 5 years </li></ul></ul><ul><ul><li>Barbie “Looks” - will be done monthly, taking a break when Shoe-Creation is going on </li></ul></ul>Proposed 2011-2012 Timeline Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Phase 1: In-store ambassadors     Shoe Design Contest Winner Selection   Phase 2: Monthly “Look” Contest                   Facebook Fan Page                        
  40. 40. Campaign Sustainability
  41. 41. <ul><li> FUTURE PLANS : Expand category of Barbie branded products by creating licensing partnerships with other companies that specialize in fashion products - e.g. purses, clothing, make-up etc. </li></ul><ul><li> EXAMPLE: Partner with Forever21 to make a clothing Barbie line that is offered at affordable prices to our target market. </li></ul><ul><li> ROI Potential: Licensing the “Barbie brand” to Forever21 is where potential ROI can be attained for the brand. Licensing will likely result in long-term financial rewards for the brand </li></ul>ROI: Licensing Plans A recent tweet from F21, highlights how their fashionable clothing aligns with our target market’s fashion-orientated interests
  42. 42. THE END