Campaign details
Brand: BarbieBrand owner: MattelLead agency: BBDO Hong KongCountry: Asia PacificIndustries: Toys, gamesMedia channels: Content marketing, Online display, Online video, Public relations, Social mediaBudget: Up to 500k
Executive summary
This is a story of how Barbie completely revitalised its brand across Asia by demonstrating the sheer transformative power that imaginative play has on young girls.
For 55 years, Barbie's iconic brand of imaginative play had inspired generations of girls across the Western continents. However, in Asia – where 7 in 10 parents don't value imaginative play in...