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SocialMedia.org
                                        Video Case Studies



   SocialMedia.org
         This video is from
    Case Studies
           BlogWell
            San Francisco
            June 20, 2011
This 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 CAMPAIGN

The 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 1

CAMPAIGN ANNOUNCEMENT



                        5
PHASE 1: CAMPAIGN ANNOUNCEMENT



                    TIMING: March 22nd

PURPOSE:
Supporting social media channel for the campaign, and to
host images that could be leveraged for Barbie 2012 posts
on Facebook & Twitter

CONTENT:
• Teaser posts featuring “sneak peaks” of Barbie’s newest
career
• 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 5TH

PURPOSE: Social Media hub for Barbie President
Campaign

CONTENT:
• Barbie posted updates from “the road to the pink
house” 2-3 times a week
• Post content included blog entries about her
campaigning activities (both text & image based), as
well as re-blogs of inspirational quotes and imagery
from relevant influencer channels
• An interactive infographic allowed fans to express
their opinions and share the 5 B Party pillars with
friends



*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 4-5TH

Purpose: To unveil the doll and generate buzz
amongst fashion influencers and industry insiders

Content:
• Cathy Cline, Barbie’s “Glam-paign Manager,”
announced Barbie’s run for President
• Chris Benz shared his mood board, original
sketch & unveiled the doll




                                                    9
PHASE 1: SOCIAL CONVERSATION SNAPSHOT




                                        10
PHASE 1: MEDIA SNAPSHOT




                          11
PHASE 2

THE GLAM-PAIGN TRAIL



                       12
PHASE 2: THE GLAM-PAIGN TRAIL




                TIMING: APRIL - NOVEMBER

On the road to presidency, Barbie worked with The White House
Project (TWHP), a national, nonpartisan woman’s leadership
development organization.

CONTENT:
• “Take a Girl to the Polls” WHP Tool Kit
• Cross-promotional posts on Barbie social channels and The
White House Project’s blog and Facebook page

PERFORMANCE:
• Barbie posts supporting the partnership drove 3K+
interactions across, Facebook, Tumblr, Instagram & Pinterest
• The White House Project Toolkit was the best performing
Barbie 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 2: SOCIAL CONVERSATION SNAPSHOT




                                        15
PHASE 3

THE 2012 ELECTION



                    16
PHASE 3: THE 2012 ELECTION



                   TIMING: NOVEMBER 2ND

PURPOSE: drive additional interest in Zazzle & doll product

CONTENT:
• “Re-blog to win a B Party Prize Pack”; featuring the President
doll and product from Zazzle
• 39 Pins featuring campaign assets and product from Tumblr,
Zazzle and Amazon

PERFORMANCE:
• 166 entries, making the giveaway the most succesful Tumblr
post to-date
• Several brand fans created Tumblr accounts soley to enter the
contest



                                                                   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: SOCIAL CONVERSATION SNAPSHOT




                                        19
PHASE 3: MEDIA SNAPSHOT




                          20
RESULTS

INSIGHTS & KEY TAKE-AWAYS



                            21
BlogWell Los Angeles Social Media Case Study: Mattel, presented by Travis Harding & Jessica Kimiabakhsh
BARBIE2012.COM REFERRAL TRAFFIC OVERVIEW

Barbie2012.com visitors arrived on the site from the following search queries (ranked
highest 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
BlogWell Los Angeles Social Media Case Study: Mattel, presented by Travis Harding & Jessica Kimiabakhsh
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
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 December 5, 2012
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  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This 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
  • 2. Barbie for President – Social Media Case Study 1
  • 3. 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
  • 4. BARBIE FOR PRESIDENT 2012 CAMPAIGN The 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
  • 5. 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
  • 7. PHASE 1: CAMPAIGN ANNOUNCEMENT TIMING: March 22nd PURPOSE: Supporting social media channel for the campaign, and to host images that could be leveraged for Barbie 2012 posts on Facebook & Twitter CONTENT: • Teaser posts featuring “sneak peaks” of Barbie’s newest career • Coverage of Chris Benz press conference • Live updates from campaign launch event • Inspirational quotes & imagery • Barbie interaction with fan UGC 6
  • 8. PHASE 1: CAMPAIGN ANNOUNCEMENT TIMING: APRIL 5TH PURPOSE: Social Media hub for Barbie President Campaign CONTENT: • Barbie posted updates from “the road to the pink house” 2-3 times a week • Post content included blog entries about her campaigning activities (both text & image based), as well as re-blogs of inspirational quotes and imagery from relevant influencer channels • An interactive infographic allowed fans to express their opinions and share the 5 B Party pillars with friends *Barbie2012.com is a vanity for Barbie.Tumblr.com 7
  • 9. 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
  • 10. PHASE 1: CAMPAIGN ANNOUNCEMENT TIMING: APRIL 4-5TH Purpose: To unveil the doll and generate buzz amongst fashion influencers and industry insiders Content: • Cathy Cline, Barbie’s “Glam-paign Manager,” announced Barbie’s run for President • Chris Benz shared his mood board, original sketch & unveiled the doll 9
  • 11. PHASE 1: SOCIAL CONVERSATION SNAPSHOT 10
  • 12. PHASE 1: MEDIA SNAPSHOT 11
  • 14. PHASE 2: THE GLAM-PAIGN TRAIL TIMING: APRIL - NOVEMBER On the road to presidency, Barbie worked with The White House Project (TWHP), a national, nonpartisan woman’s leadership development organization. CONTENT: • “Take a Girl to the Polls” WHP Tool Kit • Cross-promotional posts on Barbie social channels and The White House Project’s blog and Facebook page PERFORMANCE: • Barbie posts supporting the partnership drove 3K+ interactions across, Facebook, Tumblr, Instagram & Pinterest • The White House Project Toolkit was the best performing Barbie Tumblr post containing TWHP content 13
  • 15. 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
  • 16. PHASE 2: SOCIAL CONVERSATION SNAPSHOT 15
  • 17. PHASE 3 THE 2012 ELECTION 16
  • 18. PHASE 3: THE 2012 ELECTION TIMING: NOVEMBER 2ND PURPOSE: drive additional interest in Zazzle & doll product CONTENT: • “Re-blog to win a B Party Prize Pack”; featuring the President doll and product from Zazzle • 39 Pins featuring campaign assets and product from Tumblr, Zazzle and Amazon PERFORMANCE: • 166 entries, making the giveaway the most succesful Tumblr post to-date • Several brand fans created Tumblr accounts soley to enter the contest 17
  • 19. 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
  • 20. PHASE 3: SOCIAL CONVERSATION SNAPSHOT 19
  • 21. PHASE 3: MEDIA SNAPSHOT 20
  • 22. RESULTS INSIGHTS & KEY TAKE-AWAYS 21
  • 24. BARBIE2012.COM REFERRAL TRAFFIC OVERVIEW Barbie2012.com visitors arrived on the site from the following search queries (ranked highest 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
  • 26. 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
  • 27. 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
  • 28. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell Los Angeles December 5, 2012 socialmedia.org/blogwell