Summary
Mattel launched a "You can be anything" campaign with its Barbie brand in Russia, making a celebrity of a little known but truly outstanding young Russian woman. Anna Kikina, starting from dreams, followed by strength and determination, became the only current Russian female astronaut. Across media and disciplines, the campaign has reached over 630 million people (!), which means that every Russian has seen the story over 3 times! Truly outstanding results for an international toy brand! Its focus was to show girls that they can dream out of the box and these dreams can become a reality