PUR 3000 Campaign

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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

    1. 1. reunite using social media
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. Social Media
    6. 6. Match.com• Make Barbie as real as possible• Mattel approached online dating with realistic ideas of how people communicate and meet on the web.
    7. 7. The Contests• Vote on www.barbieandken.com
    8. 8. 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
    9. 9. 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
    10. 10. 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

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