This was a group project for my social media class. We created a social media campaign for the "Barbie" brand. Our ideas are a follow-up and continuation from their first initial campaign "Barbie & Ken" released in Janary 2011.

1. By: Nikita Raja, Melissa Gagne, Sonia Menara, Tanya Georgieva

3. Current Social Media Campaign Source: Video http://www.youtube.com/watch?v=F0IQBgfphk4&feature=player_embedded “ The Barbie brand resonates with three generations, from consumers who played with the dolls as children to those who love the brand today” – Stephanie Cota, SVP of worldwide marketing for Mattel

8. Researching our Target Market  18-24 year old segment

9.  18-24 year old segment Researching our Target Market – Cont’d

11. Ideal Profile Target: *NEDA NAVABI*

12. Ideal Profile Target: *NEDA NAVABI*

13. Ideal Profile Target: *NEDA NAVABI* … don’t forget she has a “Ken”!

14. … do you think she likes Barbie? Neda’s friend says.... Ideal Profile Target: *NEDA NAVABI*

15. … do you think she likes Barbie? Ideal Profile Target: *NEDA NAVABI*

16. Neda Navabi...  Is 24 years old  Has an outfit for every occasion - and an attitude to match  Is career-driven (she’s currently in Law school)  Loves animals (cat & dog owner)  Likes travelling (goes on vacations)  Goes out with her friends  Loves attention and is outgoing  Cares about the way she looks  Has a “Ken” in her life

17. Positioning Strategy: Triangle #1 - Competition Fashion Brands Social connections (networks of friends) Sephora, Abercrombie & Fitch, Victoria’s Secret, Forever21, Jessica Simpson branded products “ Play” Barbie

19. Positioning Strategy: Triangle #3 - Narrative Young women are maturing and entering the workforce but they still want to have fun and be fashionable. Barbie girl Young women can use the Barbie brand to incorporate the element of “play” into their wardrobes, meeting their goals of being confident, career-driven fashion icons and gurus for their friends.

21. New Campaign: “Doll Yourself Up”

30. In-store Promotion Sample: Customer Logs in and “Likes” Barbie page Free keychain and chance to win Barbie Ambassador gives info on contest details (@Town Shoes)

34. Sample Barbie Party Event: Winner and her friends Barbie branded food (cupcakes) Fun party venue

35. Benefits of the Campaign

36. Alignment with Target Market

37. Measuring Campaign Success Awareness Engagement Phase #1: Shoe Design Contest SM Platforms:  Facebook  Twitter -# of fans on FB page -# of twitter followers -# of impressions, reviews -# of user-generated shoe designs -#of FB likes -# of comments per shoe designs -# of tweets/@replies related to Barbie brand Phase #2: Monthly “Barbie Look” SM Platforms:  Facebook  YouTube -# of active subscribers of Barbie YouTube channel -# of fans/active users on FB page -# of likes per monthly look -# of comments per monthly look photo or video -# of “favourite-d” videos of monthly looks

38. Annual Campaign Budget *Saturdays at 25 stores across Canada (out of 40 in total) for 2 months = (25)(8)(8)(10.25) – needed only in those two months in the year ** 9 Party Planners (same as Ambassadors) required annually, approximately work for 8 hours, $10.25 Average Cost Staff (3 approximately) to monitor, update etc. 100,000 Website Design 35,000 Facebook Fan Page Design 50,000 Facebook Fan Page Maintenance * see Staff Ambassadors* 16,400 Prizes 0) 50,000 Key chains* $0.10 0) 25 free shoes 1) Free-pair of Shoes 1) Weekend Getaway 2) Party Planner** 3) 9 Parties $500 each budget $5,000 $3,500 $140 $10,000 $738 $4,500 15,378 Total 265,778

40. Campaign Sustainability

42. THE END