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Weber Shandwick Internship Project
- 2. “BARBIE HAS ALWAYS REPRESENTED THAT A WOMAN HAS CHOICES. I BELIEVE THE CHOICES BARBIE REPRESENTS HELPED THE DOLL CATCH ON INITIALLY, NOT JUST WITH DAUGHTERS BUT ALSO WITH MOTHERS.” -RUTH HANDLER
- 3. DANIELA AL-SALEH TRAVIS MORTENSON MEREDITH MARTINEZ THE TEAM Creative Healthcare Consumer 3 KAYLA SCHREIBSTEINEMILY BRICE Digital CHINNY ONUORA Crisis Comms Corporate Comms
- 4. + THE ASK + CHALLENGES & OPPORTUNITIES + CREATIVE CONCEPT + EVALUATION & GOAL SETTING OVERVIEW
- 5. THE ASK: 5 FOCUS ON MILLENNIALS TO INCREASE SALES AND JOB APPLICATIONS
- 6. RISE OF EDUCATIONAL TOYS & LACK OF A TECHNOLOGY COMPONENT WITH BARBIE CHALLENGE: MILLENNIAL MOMS VALUE EDUCATIONAL TOYS 6
- 7. CURRENT CULTURE BARBIE DOLLS 7
- 8. “YOU CAN BE ANYTHING…” BARBIES DO EMPOWER EDUCATION BY BUILDING CREATIVITY OPPORTUNITIES & KEY MESSAGES 8 “IMAGINE THE POSSIBILITIES…”
- 9. 1. USING INFLUENCERS ON SOCIAL MEDIA 2. CREATING EDUCATIONAL COMPONENT TO BARBIE 3. IMPLEMENTING “PRE-EMPLOYEE” ENGANGEMENT PLAN 9 THREE-PRONGED APPROACH
- 11. KARLIEKLOSS ERIN ANDREWS ALEX MORGAN DANIKAMCKELLAR 11 MICHELLE OBAMA SELENA GOMEZ
- 12. 12 SUPPORT NETWORKS CAREER READINESS HEALTH & WELLNESS FINANCIAL LITERACY & RESOURCES SOCIAL & EMOTIONAL LIFE SKILLS ACADEMIC SUCCESS
- 14. • LED BY INFLUENCERS • INVITES TO TOP TIER PARENT OUTLETS, MOMMY BLOGGERS, DIGITAL EDITORS • SNAPCHAT STORY & CUSTOM FITLER SnapChat filters
- 17. SOCIAL
- 18. Influencers will post on their own accounts to promote #SheCanBecause • Retweets/Reposts = $0.50 • Original post = $1 • Barbie should interact with hashtag posts by promoting the career dolls with accompanying education portal as well as the “I Have a Dream” partnership. 18
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- 22. o 8 weeks SOCIAL CALENDAR 8 weeks 22 Sun Mon Tues Wed Thu Fri Sat Main Influencer Video Released Alex Morgan Intro video Paid social ad for athlete Barbie A Day in the Life of a soccer player Article highlighting young soccer players Facebook Live Q + A Michelle Obama intro video A Day in the Life of a politician Article highlighting young activists Paid social ad for politician Barbie Facebook Live Q + A Karlie Kloss Intro video Article highlighting girls learning to code A Day in the Life of a computer scientist Paid social ad for computer coder Barbie Facebook Live Q + A Danika McKellar intro video A Day in the Life of a mathematician Paid social ad for math teacher Barbie Article highlighting girls who love math Facebook Live Q + A Erin Andrews Intro video Article highlighting girl bloggers/writers Paid social ad for reporter Barbie A Day in the Life of a Journalist Facebook Live Q + A Selena Gomez intro video Paid social ad for musician Barbie A Day in the Life of a musician Article highlighting a young girl musician Facebook Live Q + A Influencers repurpose content, hashtag donation collection continues until Friday at 11:59 pm
- 24. INTERACTIVE
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- 29. HOW DOES CONTINUE TO SUPPORT LIFE-LONG LEARNING?
- 30. 30 SCHOLARSHIP
- 31. 31 Requirements: • Female US College Student • Funds to be used for Educational purposes #SHECANBECAUSE SCHOLARSHIP PROGRAM Applicants would be prompted to enter their email in a subscription service at the end of the application for open jobs/internships
- 32. GOALS + ANALYSIS
- 33. • Donate $1 million to the I Have a Dream Foundation • Increase career Barbie doll sales 5% • #SheCanBecause will reach 65 million & engage with over 800k users • Create a conversation with outside media. • Focus heavily on pitching idea to ‘mommy bloggers’ 33 • Social tracking through the hashtag • Sales of the dolls vs. codes activated • In app tracking measurements: • Completion time • Amount of dolls per user • When the activation of a second doll happened GOALS ANALYSIS
- 35. ““BARBIE BELIEVES THAT EACH AND EVERY LITTLE GIRL DESERVES THE OPPORTUNITY TO NOT ONLY IMAGINE THE POSSIBILITIES, BUT TO EXPERIENCE THOSE POSSIBILITIES THROUGH ENCOURAGEMENT, EDUCATION & PLAY. SHE CAN BECAUSE SHE CAN!