Barbie 'You Can Be Anything' Experience
Mattel
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With all stores closed due to COVID-19, we excited our audience about key Barbie products with a virtual experience, exclusive to Smyths Toys Superstores.
There’s much more to Barbie than princesses, dress-ups, hair salons, and mansions. She might be an astronaut one day and a dentist the next.
So, over three themed days, we released fun, engaging content on Smyths Toys YouTube, which inspired our audience to create, explore and dream. From script to storyboard to shoot, we crafted and produced the bespoke content. The styling is typically Barbie – bold, bright, and confident. Its handmade collage-y look and feel encouraged kids to express themselves and use their imagination.
The experience encouraged positive play and included activities that the whole family could enjoy during the Easter holidays. Supported by a nationwide influencer campaign our 14-piece content delivered 1.5m+ views over the launch weekend and achieved the biggest sales week ever for Barbie! (Even with stores closed)
