In their BlogWell Los Angeles presentation, Mattel's Senior Manager, Social Media, Travis Harding, and Manager of Social Media for Barbie & Girls, Jessica Kimiabakhsh, share how they successfully integrated social media into their "Barbie For President" campaign.
They talk about the campaign from the objectives to the results and how they engaged fans on Instagram, Tumblr, Twitter, and Facebook.
Watch the video of the presentation here: https://vimeo.com/57356122
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BlogWell Los Angeles Social Media Case Study: Mattel, presented by Travis Harding & Jessica Kimiabakhsh
1. SocialMedia.org
Video Case Studies
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
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Travis Harding &
BlogWell Jessica Kimiabakhsh
Los Angeles
December 5, 2012
Barbie for President: Social Media
socialmedia.org/blogwell
Case Study
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
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
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
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
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