BlogWell Los Angeles Social Media Case Study: Mattel, presented by Travis Harding & Jessica Kimiabakhsh

SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwell Travis Harding &BlogWell Jessica Kimiabakhsh Los Angeles December 5, 2012 Barbie for President: Social Media socialmedia.org/blogwell Case Study

Barbie for President – Social Media Case Study 1

BARBIE: BRAND SOCIAL MEDIA OVERVIEW 6MM+ Likes • Extend Barbie’s brand marketing and first person narrative to existing and new fans across social platforms 144K+ Followers • Provide additional distribution platforms for content 80MM+ Total Views 40K+ Subscribers • Keep Barbie socially & culturally relevant • Position Barbie as a fashion thought leader and digital 2K+ Followers innovator 28K+ Followers • Integrate online and offline activations to optimize the fan experience across global and local partnerships, 2K Followers/60K Unique promotions, events and campaigns Views • Activate and engage with designers and other influencers 4.9K+ Followers 212 Check-ins 2

BARBIE FOR PRESIDENT 2012 CAMPAIGNThe objectives of the US-driven Barbie for President campaign:• Create cultural noise and maximize impact with seamlessly integrated social and PR activations• Optimize trending topics timed to election buzz• Leverage aspirational DNA and I Can Be… messaging to inspire fans to engage with and advocate her Presidential run 3

BARBIE FOR PRESIDENT: TACTICAL OVERVIEW CAMPAIGN ANNOUNCEMENT ROAD TO THE PINK HOUSE THE 2012 ELECTION TIMING: APRIL 5TH TIMING: MAY - SEPTEMBER TIMING: OCTOBER - NOVEMBER• Launch of Instagram & Tumblr • Barbie2012 Zazzle Boutique• The Epic Awards • The White House Project Toolkit • Glam-paign Giveaway• Chris Benz Press Conference • Ongoing media coverage • Barbie 2012 Pinterest board• Forbes & CNN Media Exclusives 4

PHASE 1CAMPAIGN ANNOUNCEMENT 5

PHASE 1: CAMPAIGN ANNOUNCEMENT TIMING: March 22ndPURPOSE:Supporting social media channel for the campaign, and tohost images that could be leveraged for Barbie 2012 postson Facebook & TwitterCONTENT:• Teaser posts featuring “sneak peaks” of Barbie’s newestcareer• Coverage of Chris Benz press conference• Live updates from campaign launch event• Inspirational quotes & imagery• Barbie interaction with fan UGC 6

PHASE 1: CAMPAIGN ANNOUNCEMENT TIMING: APRIL 5THPURPOSE: Social Media hub for Barbie PresidentCampaignCONTENT:• Barbie posted updates from “the road to the pinkhouse” 2-3 times a week• Post content included blog entries about hercampaigning activities (both text & image based), aswell as re-blogs of inspirational quotes and imageryfrom relevant influencer channels• An interactive infographic allowed fans to expresstheir opinions and share the 5 B Party pillars withfriends*Barbie2012.com is a vanity for Barbie.Tumblr.com 7

PHASE 1: CAMPAIGN ANNOUNCEMENT TIMING: APRIL 5TH Purpose: Leverage partnership with The White House Project to announce Barbie’s candidacy at a relevant, press-worthy, event Content: • Barbie digital stations and moderated live Twitter feed that was displayed on the IAC media wall 8

PHASE 1: CAMPAIGN ANNOUNCEMENT TIMING: APRIL 4-5THPurpose: To unveil the doll and generate buzzamongst fashion influencers and industry insidersContent:• Cathy Cline, Barbie’s “Glam-paign Manager,”announced Barbie’s run for President• Chris Benz shared his mood board, originalsketch & unveiled the doll 9

PHASE 1: SOCIAL CONVERSATION SNAPSHOT 10

PHASE 1: MEDIA SNAPSHOT 11

PHASE 2THE GLAM-PAIGN TRAIL 12

PHASE 2: THE GLAM-PAIGN TRAIL TIMING: APRIL - NOVEMBEROn the road to presidency, Barbie worked with The White HouseProject (TWHP), a national, nonpartisan woman’s leadershipdevelopment organization.CONTENT:• “Take a Girl to the Polls” WHP Tool Kit• Cross-promotional posts on Barbie social channels and TheWhite House Project’s blog and Facebook pagePERFORMANCE:• Barbie posts supporting the partnership drove 3K+interactions across, Facebook, Tumblr, Instagram & Pinterest• The White House Project Toolkit was the best performingBarbie Tumblr post containing TWHP content 13

PHASE 2: THE GLAM-PAIGN TRAIL TIMING: SEPTEMBER 7TH Purpose: expand campaign relevancy to older brand fan audience via customizable product on Zazzle Content: • Barbie for President boutique on Zazzle.com, where fans could design and purchase custom B Party swag! • Links on Tumblr, Facebook, Pinterest, Instagram & Twitter driving to the Zazzle boutique, to encourage sales and increase product visibility • Shop button in the main navigation on Barbie2012.com drove to B Party Boutique landing page on Zazzle.com 14

PHASE 3THE 2012 ELECTION 16

PHASE 3: THE 2012 ELECTION TIMING: NOVEMBER 2NDPURPOSE: drive additional interest in Zazzle & doll productCONTENT:• “Re-blog to win a B Party Prize Pack”; featuring the Presidentdoll and product from Zazzle• 39 Pins featuring campaign assets and product from Tumblr,Zazzle and AmazonPERFORMANCE:• 166 entries, making the giveaway the most succesful Tumblrpost to-date• Several brand fans created Tumblr accounts soley to enter thecontest 17

PHASE 3: THE 2012 ELECTION TIMING: OCTOBER 31ST - PRESENT PURPOSE: drive additional buzz and doll sales in the weeks leading up to the election CONTENT: • 39 Pins featuring campaign assets and product from Tumblr, Zazzle and Amazon PERFORMANCE: • 110+ Re-pins • Vote Barbie Fridge Magnet was the best performing pin during the campaign, with 14 re-pins 18

PHASE 3: MEDIA SNAPSHOT 20

RESULTSINSIGHTS & KEY TAKE-AWAYS 21

BARBIE2012.COM REFERRAL TRAFFIC OVERVIEWBarbie2012.com visitors arrived on the site from the following search queries (rankedhighest to lowest traffic): Source Facebook Direct Social channels (Facebook, Twitter, Twitter Facebook Mobile and Tumblr) rounded out the top five traffic referral Tumblr Press hits on Mashable, Influencia.net Facebook (Mobile) also directed high traffic Google Mattel Global Mashable Barbie Media Influencia.net 23

KEY INSIGHTS & LEARNINGS #Barbie2012 hashtag garnered significant traction on Twitter and Instagram Overall, Tumblr posts that included media-rich content received the highest re-blogs and likes, demonstrating followers engaged well with visual content • Barbie’s re-blogged posts from other pages (The Glitter Guide, Glamour, etc.) were well received by followers • The Barbie 2012 Glam-paign Giveaway post was the most popular post to date Tumblr posts that were supported with global Facebook posts and tweets received higher engagement, suggesting that fans did not organically visit the Tumblr page regularly • Global Facebook posts and tweets that include the Tumblr post asset received higher reblogs and likes than those without 25

KEY INSIGHTS & LEARNINGS Over 80% of Tumblr users consume content through newsfeeds, resulting in fewer page views and higher re-blogs and likes of Barbie content through the newsfeed location In-store displays of product garnered a high volume of photos on Twitter and Instagram Through an integrated social and PR strategy, Barbie’s 2012 presidential glam-paign received significant media coverage and social fan engagement as a culturally relevant activation 26

SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell Los Angeles December 5, 2012 socialmedia.org/blogwell

BlogWell Los Angeles Social Media Case Study: Mattel, presented by Travis Harding & Jessica Kimiabakhsh

by SocialMedia.org on Jan 11, 2013

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BlogWell Los Angeles Social Media Case Study: Mattel, presented by Travis Harding & Jessica Kimiabakhsh Presentation Transcript