campaign
Post on 27-Nov-2014
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reunite using social media
The Iconic Break-up
• Barbie and Ken broke up in 2004• Huge media response• Break-up made the news• Publicity stunt to boost sales:– Australian doll, Blaine– Single Cali girl, Barbie
http://www.youtube.com/watch?v=5D3n9bwFwBA
The Campaign
• Relied heavily on social media marketing• Make Barbie seem as real as possible• Barbie leaves decision to her fans• Extremely detailed campaign• Reuntied on Valentine’s day• Collaborative work on project:
– Attention, Ketchum PR and Mattel marketing
http://www.youtube.com/watch?v=F0IQBgfphk4
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
Social Media
Match.com
• Make Barbie as real as possible• Mattel approached online dating with realistic
ideas of how people communicate and meet on the web.
The Contests
• Vote on www.barbieandken.com
Toy Story 3
• Barbie and Ken were reunited as co-stars in Toy Story 3
• Die-Hard Barbie and Kens fans were hoping for them to get back together
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
Intergrating Offline and Online Efforts
• “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
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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