We connected Barbie to fans new and old through media outreach, driving traffic to retailtainment events in honor of her 60th anniversary

Challenge

Barbie’s role has evolved over the years, and Mattel wanted to reconnect her with fans across the country.

As Barbie turned 60, Mattel launched the “Be Anything” Tour, traveling to 36 Walmart stores across the country to highlight the doll’s ever-evolving role as a female empowerment icon. Any successful public relations push to accompany this campaign needed to drive attendance at these hyperlocal events and build excitement for the newest generation of Barbie fans.

Barbie neon sign

Solution

We created a hyperlocal media strategy to build anticipation of these exciting celebrations and promoted Barbie’s ‘Be Anything’ mantra.

We drove traffic, interest and brand engagement through a strategic plan centered around a series of retailtainment events held at Walmart parking lots across the country. While the national news of Barbie’s anniversary played out, we drove the message home in each market on the ‘Be Anything’ tour by pitching broadcast, print and online outlets. We piqued broadcast attention with media kits featuring “News Anchor” Barbie dolls, resulting in features on nightly segments and anchor’s social feeds. But we weren’t satisfied, so we went beyond the media to send invitations directly to elementary schools, encouraging Barbie’s youngest fans to attend. When the tour pulled into our home market, we captured video content and used it for pitching for the remainder of the tour. As a result, Barbie’s ‘Be Anything’ tour grew more popular as it traveled across the country and continued to gain media and crowd attention.

girl smiling with pink haired Barbie doll
girls posing for photo with a female influencer at Barbie event
girls dressed up for Barbie's Be Anything Tour

Results

We drove attention through hyperlocal media, garnering hundreds of traditional and social media placements. Fans of all ages attended the events and young girls left feeling empowered to ‘Be Anything’ they wanted to be (and many took home a Barbie doll or two).

300 news stories

Significant sales increases at event stores and surrounding market stores

220M

social impressions