Integrated

Communication
CMGT 541
Plan Spring 2023
Isabella Jimenez | Lianbo (Irene) Jin
Yew Li | Suzanne Onasanya | Qing (Audrey) Wang
 Our Team

Isabella Lianbo Yew Suzanne Qing

Jimenez Jin Li Onasanya Wang
Agenda
Brand Background
Campaign Overview
Target Audience
Message & Creative
Media Strategy
Partnership Strategy
Public Relations
Evaluation Metrics
Brand
Background
A Challenged Brand 01 BRAND BACKGROUND

GLOBAL SALES (GROSS)

While gross sales across the toy $2,000 (in millions USD) DOLLS & ACCESORIES MARKET
20 MARKET SHARE
industry have dropped in the past $1,679.3
(percentage)
18.3
$1,500
year, Barbie has been experiencing $1,275.3 $1,490.6 15
14.9
15.4
13.8
mixed financial and consumer $1,000
10
10.2
preference performance over $905.9 10.1

7.6

several years.
$500 6.8
5
6.0

0.1
$0 0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2016 2017 2018 2019 2020 2021

BRAND VALUE (GLOBAL) FAVORITE ENTERTAINMENT BRANDS AMONG GIRLS (U.S.)

(in millions USD) 20% (percentage)
$588
600 $571

Goals nº 03
$476 15% 16%
$440
$414 14% 14%
$388 $378
400 $372
10%

200
5%

0 0%
2015 2016 2017 2018 2019 2020 2021 2022 Age 0 - 2 Age 3-6 Age 7 - 9
SWOT Analysis 02 BRAND BACKGROUND

A detailed analysis of the Barbie brand relative to

its competitors was conducted and resulted in the
following findings:

Global Brand Equity

Single-faceted product
Market Category
functions and values
Leadership
Strengths Extensive Product Portfolio
Weaknesses Inconsistent Brand Message
Controversial Brand Image
Expansive Manufacturing &
Perception
Distribution Network

Product Innovation Around Declines in Global

Diversity of Dolls Population
Emotional Appeals to Competitor Brands Leading
Opportunities Nostalgia
Threats in as-yet-untapped Areas
Emerging Technologies Changing Consumer Tastes &
Product Packaging & Pricing Preferences
 03 BRAND BACKGROUND

Consumer
Segments
Young Girls Moms of Young Daughters Collectors

AGE 3 - 12 27 - 45 45 - 65

MOTIVATION Socialization with their peers Values-oriented Exclusivity and investment potential

INTERESTS Imaginative play, role models Parenting, education, well-being Fashion, design, nostalgia

SOURCES OF Advertisements, YouTube, Online forums and communities,

Word-of-mouth, Facebook
INFO in-store displays collector conventions

Enjoy creating elaborate stories and scenarios
ADDITIONAL with their toys, and often use them as a way to
express their own thoughts and emotions.
Desire opportunities to connect with
Enjoys connecting with other collectors
their daughters and bond over shared
socially across platforms and mediums.
interests and activities.
 04 BRAND BACKGROUND

Key Insights
From our thorough qualitative research, including extensive
individual consumer interviews and sentiment analyses
derived from multiple online platforms, consumers are
looking for Barbie to do more in order to meet their needs.

1 2 3

Brand Perception Aspirational Play is Diversity Efforts are

Amongst FHOHs
Remains Stagnant
Barbie is still considered to
be a doll brand that
promotes superficial values
of Increasing
Importance
Consumers are seeking out
products that allow young
girls to learn more about the
world and their place in it
Appreciated but
Insufficient
Consumer awareness of
increased diversity of dolls is
limited, and desire for a broader
spectrum of diverse dolls is high
 05 BRAND BACKGROUND

BRAND CHALLENGE

To have all women identify with Barbie

by building the brand’s relevancy in
their everyday life as they grow
Campaign
Overview
"There is a
Barbie in
all of us."
Brand Message 07 BARBIE SOCIAL MEDIA STRATEGY

Target a slightly older age

range without upsetting
the parents
From "inspirational" to
"aspirational"
Courage and confidence
Female empowerment
Diversity and
inclusiveness
Target Audience 08 BARBIE MARKETING CAMPAIGN

Collectors
Baby Boomer, Gen-X, Millennial, and Gen-Z
Purchase dolls for themselves Gen Alpha Girls
Interested in special editions 5-12 years old

Female Heads of Household

Gen X and Millennial Moms
Baby Boomer, Gen-X, and Millennial Gift-
Givers
Media 09 BARBIE SOCIAL MEDIA STRATEGY
Instagram

Instagram
Interactive Experiences
Interview with consumer & Barbie’s partners
(young girls, Down Syndrome,NDSS
organization)

Tik Tok
Viral Strategy
Send influencers a box with a surprise Barbie.
Barbie Unboxing Video.

Youtube & Podcast

Educational Strategy
Educational content: Teaching spelling, basic
math, science, mental health & physical
health.
Career content:
University tour, LinkedIn branding workshop.
Viral Strategy 10 BARBIE SOCIAL MEDIA STRATEGY

Instagram Tik Tok

“Find your inner Barbie” Filter “Remake Barbie Song Try It On”

your
“what's
rbie?”
inner Ba

“#BarbieinmeChallenge”
Outfit change// Time change.
Users show their own Barbies
during childhood/special stories,
along with Barbie song we create.
E-Commerce 11 BARBIE E-COMMERCE STRATEGY

E-Commerce Platforms
Revamp their branded
sections of
eCommerce (amazon,
target, walmart)
platforms to have a
consistent image
Open and promote E-
commerce on social
media, such as
Instagram Shop, Tiktok
Shop.
E-Commerce 12 BARBIE E-COMMERCE STRATEGY

Mattel Official Website Barbie Signature Membership

Offer coupons or discounts to Subscription-based selling model
encourage users to register an
account for Barbie.

Offer special discounts or coupons

Upgrade Membership & Member
during the female related
Exclusive Activity
festivals.
 Fashion 13 PARTNERSHIPS

Everyday Icon
Fashion Line
Partner with fashion brands on a
Barbiecore fashion line allowing
women of all ages to unveil their
inner Barbie.
Appeals to older audiences (Gen
X, Millennials)
Demonstrates confidence,
empowerment, ambition,
radiance
 Travel 14 PARTNERSHIPS

Career Camp
Airbnb hosts a real-life Malibu
Barbie Dream House featuring
week-long camps where girls
(alongside a parent) can
explore various careers
through interactive activities
lead by industry leaders acting
as career mentors
 Education 15 PARTNERSHIPS

Scholarship Fund
Girls' STEM Professional
Partner with female led non- Education Development

profit organizations to provide

scholarships for women and girls
in key industries and functions
Emphasizes the brand's strong
initiative on education, careers,
and the growth of women
Public Relations 16 BARBIE PR STRATEGY

TRADITIONAL MEDIA
TELEVISION PROGRAM

Leverage a multi-channel media

strategy
Local and national TV programs
Magazines for different age MAGAZINES | PRINTS

groups
Showcase real-life stories of
individuals who embody the positive
values and characteristics that
Barbie represents
Highlights Seventeen TeenVOGUE REALSIMPLE
Children aged 3-12 Teens aged 12-16 Teens aged 16-24 Female heads of HHs
Public Relations
Barbie's Besties
-Undergraduate students enthusiastic about the
Barbie brand share all things Barbie as brand
ambassadors on local college campuses
17 BARBIE PR STRATEGY
Rationale:
>70% college students are actively
working while enrolled in classes
60% of working learners are women
Provide college students with
beneficial additional income and
access to business skills and
networks
Create a link to college market and
increase awareness and exposure
PR Events 18 BARBIE PR STRATEGY

South by South West

(Every year in March)

Virtual Reality
Dressing Room
Interactive technology
activation

Data for SXSW 2023:

Mainly aged 26-55, >50% have strong decision- Panel Discussion
makeing power
>340k attendance, >103 countries
Inspire women's
1961 media/press attendance empowerment by
featuring influential
High exposure and brand visibility women
Diverse and tech-savvy audience
Networking opportunities
PR Events 19 BARBIE PR STRATEGY

COACHELLA
(Every year in April)
Photo Booth
Props featuring careers
in music & picture
sharing on social media
with hashtags

Pop-up Shops &

Dress like Barbie
Data for COACHELLA 2022:
Mainly aged 15-29 years old, middle/upper classes
Life-size pop-up
>750k attendance total, >125k attendance daily
camper/trucks/tents
43 million views on related posts on social media Barbie-inspired
dressing stations to try
Increase awareness among a young and out Barbie-inspired
affluent target demographic looks
Exposure to a highly influential and trend-setting
community
High reach and engagement on social media
Annual Timeline 20 CAMPAIGN HIGHLIGHS : TIMELINE

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

Tik tok Instagram Filter
Instagram Interview Videos Release
"#BarbieinmeChallenge " Release
Media
Youtube: Barbie University Tour Youtube + Podcast: Educational Content

Revamp Barbie section on Ecommerce

E-commerce
Subscription-based selling model

Everyday Icon
Career Camp
Fashion Line
Partnerships
Barbie Scholarship Fund

School Seasons: School Seasons:

SXSW/Coachella
College Ambassadors College Ambassadors
Public Relations
Always-on TV programs and Magazines
 CAMPAIGN HIGHLIGHTS : PERFORMANCE METRICS

KEY PERFORMANCE INDICATORS

We aim to see the following golas as a result of the campaign tactics, with various analog and digital tools leveraged
to measure these

Consumer Engagement Sales Revenue Media Coverage

increase in increase in increase in
traffic to official Barbie sales revenue across volume of placements in
20% page of Mattel website
20% eCommerce channels national publications (digital)

increase in net-new revenue increase in

subscribers to Mattel from direct sales at volume of broadcast media
20% email list 5% campaign activities stories in national media

increase in increase in increase in

followers in Barbie brand conversion rate across social brand share of voice
10% social media channels
3% media channels to D2C

increase in
Barbie Signature
7% subscriptions
THANK You