BARBIE FASHION SHOW

Barbie, Mattel’s most iconic brand, was losing its battle in Panama as a recognized and desired brand for girls’ fashion. Our challenge was to re-take the market and the positioning in the minds of mom’s of 6 to 11 year old girls. Via a content strategy with a brand ambassador, we wanted to connect with our audiences and let them be the creators and main icons of the campaign.

SOLUTION

To generate fuzz and invite our consumers to participate, we utilized an influencer strategy with a recognized local celebrity (Ingrid de Icaza), in which together with her daughter, created a T-Shirt collection for Barbie. We developed a communication strategy using the Pulse method (pushing content for 3-4 weeks, and then staying quiet 3-4 weeks), to have the campaign ON throughout the whole year, keeping the audiences interested and interacting with the brand. At the end, we closed the campaign by inviting those moms and daughters that interacted the most and invited them to get a photoshoot sponsored by barbie.

RESULTS

140K

VIDEO VIEWS

160K

STORIES IMPRESSIONS

Organic Reach