Client: Mattel / Barbie
Barbie is the #1 doll brand in the world, selling over a billion units, through diversifying its range to inspire and represent girls everywhere. With the toy market becoming increasingly competitive, Barbie had a mission to reaffirm that they are the on trend, girl empowerment brand. Our goal was to reaffirm Barbie’s leadership and appeal by increasing engagement and brand recognition metrics, leading to more demand from our core audience of Girls aged 6-9. Mattel's purpose is to 'empower the next generation to explore the wonder of childhood and reach their full potential’. Through our in-depth analysis of the mindset, motivations and media landscape, using our proprietary ‘Kids Connections’ research panel, we arrived at the idea to create an immersive Metaverse experience, specifically in Roblox, to deliver our objectives and purpose. By developing a series of media first experiences, we created excitement amongst girls and also reminded their parents that Barbie remains the leading girl empowerment brand. The innovative Roblox Metaverse experience delivered engagement and brand uplift results which far exceeded expectations.
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