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Barbie
Imagine the Possibilities

RAN IN: United States

CLIENT
Mattel

Kristina Duncan, Vice President, Global Marketing Communications
Matt Repicky, Senior Director, Global Brand Marketing

AGENCY
BBDO San Francisco *Lead Agency

Matt Miller, Executive Creative Director
Steve Rutter, Executive Creative Director
Marc Burns, Managing Director
Kimberly Fredkin, Senior Account Director
Nicole Dongara, Management Supervisor


BBDO New York *Lead Agency

David Lubars, Chief Creative Officer, Worldwide
Crystal Rix, Director of Business Development
Alaina Crystal, Senior Planner


Starcom


SUMMARY

By bringing Barbie's original purpose back to life with a single execution, we were able to reverse 12 consecutive quarters of sale declines and reclaim a place in the hearts of moms in just three months. The little rock we threw into the water with one piece of film, delivered a total of 709 million PR impressions and was soon watched by over 50 million people, shifting the conversation from what Barbie looks like to the possibilities she inspires in little girls.

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Mobile/Tablet Optimized Website;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English