Barbie & Ken: A Roman-Tech Reunion


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Barbie & Ken: A Roman-Tech Reunion

  1. WOMMA Welcomes You To SUMMIT 2011 Mattel & Attention A Roman-Tech Reunion
  2. CUSTOMER ENGAGEMENT Involving Customers to Create an Epic Brand Love Story Lauren Bruksch Mattel Curtis Hougland Attention Jessica Kimiabakhsh Mattel
  3. Objective Elevate cultural awareness around  a key brand moment: The relaunch/repositioning of Ken®
  4. Begin with a Simple Concept Barbie + Ken =
  5. Filter All Campaign Elements through Word-of-Mouth
  6. Tell a Story across the Customer Journey
  7. Tell a Story across Earned, Owned, Paid and Shared Media
  8. Barbie: Pop Culture Icon
  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. 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. Barbie by the Numbers
  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. 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. Barbie on YouTube <ul><ul><li>909k Channel Views </li></ul></ul><ul><ul><li>2.2 Million Upload Views </li></ul></ul>
  15. Campaign
  16. SEPT OCT NOV DEC JAN FEB MAR OWNED SHARED EARNED PAID Catch Me If You Ken Barbie and 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. 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. Owned: <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. Owned: <ul><ul><li>A Love-O-Meter displayed the public sentiment towards the potential reunion at any given moment </li></ul></ul>
  20. Owned: <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. 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. Shared: <ul><ul><li>Partnered with online dating site to create a “search story” video where Ken finds his perfect match... Barbie! </li></ul></ul>
  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. 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. 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. 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. 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. 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. 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. 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. 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. Together Again!
  33. Results <ul><ul><li>Garnered a half a million votes on </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. 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. 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. 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. 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. Barbie’s Social Journey… <ul><ul><li>Hosted first tweetup around Barbie Basics launch in February 2010. </li></ul></ul>
  39. <ul><ul><li>Crowdsourced 125 th career – Computer Engineer! </li></ul></ul>Barbie’s Social Journey…
  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. <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. Thank You! Lauren Bruksch Mattel @LaurenMeliss Curtis Hougland Attention @curtis_hougland Jessica Kimiabakhsh Mattel @JessKimia