Social Media Society Influencer Awards: Barbie & Ken, A Roman-Tech Reunion

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Attention

Divertissement et humour Technologie

Begin with a Simple Concept Barbie + Ken =

Filter All Campaign Elements through Word-of-Mouth

Tell a Story across the Customer Journey

Tell a Story across Earned, Owned, Paid and Shared Media

Relaunching Ken… ,[object Object],[object Object],[object Object]

History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Barbie on Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Barbie on Twitter ,[object Object],[object Object],[object Object]

Barbie on YouTube ,[object Object],[object Object]

SEPT OCT NOV DEC JAN FEB MAR OWNED SHARED EARNED PAID Catch Me If You Ken Barbie and Ken.com Match.com Video Pop-Up Store Magnolia Bakery Dylan’s Us Weekly Out-of-Home Genuine Ken V-Day Date with Ken Genuine Ken Finale Ken’s Social Launch Christie’s Foursquare Memory Lane

Owned: Barbie & Ken Social Channels ,[object Object],[object Object],[object Object]

Owned: BarbieandKen.com ,[object Object]

Owned: Pop-Up Store ,[object Object],[object Object]

Shared: Magnolia Bakery ,[object Object],[object Object]

Shared: Dylan’s Candy Bar ,[object Object],[object Object]

Shared: Christie’s Auction House ,[object Object]

Earned: Catch Me If You Ken ,[object Object]

Earned: Genuine Ken on Hulu ,[object Object],[object Object]

Earned: Valentine’s Day Date with Ken ,[object Object],[object Object]

Paid: Out-of-Home ,[object Object],[object Object]

Paid: Magazine ,[object Object],[object Object]

Earned: Digital Coverage ,[object Object]

Results ,[object Object],[object Object],[object Object],[object Object]

Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Insights ,[object Object],[object Object]

Barbie’s Social Journey… ,[object Object]

[object Object],Barbie’s Social Journey…

[object Object],[object Object],Barbie’s Social Journey…

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Social Media Society Influencer Awards: Barbie & Ken, A Roman-Tech Reunion

1. Objective Elevate cultural awareness around a key brand moment: The relaunch/repositioning of Ken®

2. Begin with a Simple Concept Barbie + Ken =

3. Filter All Campaign Elements through Word-of-Mouth

4. Tell a Story across the Customer Journey

5. Tell a Story across Earned, Owned, Paid and Shared Media

6. Barbie: Pop Culture Icon

9. Barbie by the Numbers

10.

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12.

13. Campaign

14. SEPT OCT NOV DEC JAN FEB MAR OWNED SHARED EARNED PAID Catch Me If You Ken Barbie and Ken.com Match.com Video Pop-Up Store Magnolia Bakery Dylan’s Us Weekly Out-of-Home Genuine Ken V-Day Date with Ken Genuine Ken Finale Ken’s Social Launch Christie’s Foursquare Memory Lane

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