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Mattel: Barbie for President: Social Media Case Study — Live from BlogWell

Coverage of this session by Melonie Gallegos of Fandom Marketing. Connect with her by checking out her blog and following her on Twitter.

1:30 —’s Erin McDaniel introduces Mattel’s Senior Manager, Social Media, Travis Harding, and Manager of Social Media for Barbie & Girls, Jessica Kimiabakhsh.

1:33 — Getting insight into Barbie and her social footprint. Barbie’s social platforms are in a first-person narrative… what she’s doing, where she’s going, and what she’s seeing.

1:35 – Barbie For President 2012 Campaign objectives: create cultural noise, optimize trending topics times to election buzz, leverage aspirational DNA.

1:37 – Phase 1: Campaign announcement in April with the launch of Instagram and Tumblr as evergreen platforms for Barbie for fun, kitschy content.

1:38 — Instagram was launched supporting the social media channel with rich media content syndicated on Twitter and Facebook with fan participation on a hashtag in Instagram.

1:41 – The Epic Awards in April leveraged partnership with the White House Project to announce barbie’s candidacy.

1:43 – Tumblr was updated 1-2x week, April-November following the “Glam-paign Trail.”

1:45 – Partnered with Zazzle to create a boutique for “vote Barbie 2012″ branded products the fans could use to support Barbie on her glam-paign trail.

1:47 – A Tumblr giveaway was the most successful promotion during the campaign. Because Tumblr ads are expensive, they got eyeballs organically through their social media channels and people blogging on their behalf. The Tumblr contest theme was “reblog to win a B party prize pack.”

1:49 — Pinterest was a challenge to get started with the legal department due to content rights. Because they were using their own content they were able to launch it. Pinterest has the highest referral traffic for sales.

1:50 — No paid media was used in the campaign. Top traffic sources were: Facebook, direct, Twitter, Tumblr, Facebook mobile, Google, Mattel global, and PR such as Mashable.


Q: Why did you choose to use Tumblr?

A: We are moving away from using microsites… using blogs.

Q: What were the challenges in measuring the campaign?

A: POS data and tracking back to when we posted something. It can be hard to track the exact spikes in sales to a single Facebook post for example.

Our customer is not the use, it’s the Target or Wal-Mart retailer, because our retailers are our customers so it’s hard to tie directly back to consumer sales.

Q: How are you transitioning social platforms into an evergreen asset and positioning for that?

A: Instagram was easy because it’s not a hub, Tumblr is a where all traffic was driven to. They are reskinning it next week to capitalize on it for new campaigns.

Q: Given the difficulty tracking ROI and sales and target is different than the consumer, what tools did you use to make a convincing argument (to do it)?

A: They see value in engaging users and fans. Facebook metrics, social listening tool Sysomos to capture all of the conversation about Barbie. Tracked increase in engagement and talk very little about products.

December 5, 2012 0 comments

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