Barbie: Imagine The Possibilities

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Advertiser: MattelAgency: BBDO San FranciscoCountry: France, Germany, Mexico, South Africa, United Kingdom, USA 

Objectives

For much of her 58 years, Barbie was an un-missable icon, and category leader, with over a billion dolls sold. But in recent years, the brand had lost its way. Brand equity was at an all time low, with studies showing that all mom saw in Barbie was a skinny, materialistic blonde doll with a boyfriend. What’s more, the media only reinforced moms’ perception of Barbie as a poor role model for their daughters.

As a result, Barbie hit rough times....

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