campaign
DESCRIPTION
My group\'s campaign presentation for our Public Relations class.TRANSCRIPT
![Page 1: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/1.jpg)
reunite using social media
![Page 2: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/2.jpg)
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
![Page 3: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/3.jpg)
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
![Page 4: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/4.jpg)
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
![Page 5: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/5.jpg)
Social Media
![Page 6: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/6.jpg)
Match.com
• Make Barbie as real as possible• Mattel approached online dating with realistic
ideas of how people communicate and meet on the web.
![Page 7: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/7.jpg)
The Contests
• Vote on www.barbieandken.com
![Page 8: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/8.jpg)
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
![Page 9: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/9.jpg)
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
![Page 10: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/10.jpg)
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
![Page 11: Campaign](https://reader036.vdocuments.us/reader036/viewer/2022081413/5476f6aab4af9fa4388b48a8/html5/thumbnails/11.jpg)
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