This is a campaign project done in my Principles of Public Relations class at USF.

1. reunite using social media

2. The Iconic Break-up
• Barbie and Ken broke up in 2004
• Huge media response
• Publicity stunt to boost sales:
– Australian doll, Blaine
http://www.youtube.com/watch?v=5D3n9bwFwBA

3. The Campaign
• Relied heavily on social media marketing
• Make Barbie seem as real as possible
• Barbie leaves decision to her fans
• Extremely detailed campaign
• Collaborative work on project:
– Attention, Ketchum PR and Mattel marketing
http://www.youtube.com/watch?v=F0IQBgfphk4

4. Social Media
• Ken used social media as he attempted to woo
Barbie back:
– Facebook
– Twitter
– YouTube
– Foursquare
• Twitter and facebook accounts were flowing
with suggestions on how Barbie should handle
her situation

5. Social Media

6. Match.com
• Make Barbie as real as possible
• Mattel approached online dating with realistic
ideas of how people communicate and meet
on the web.

7. The Contests
• Vote on www.barbieandken.com

8. Genuine Ken Contest
• 8-episodeWeb series on Hulu
• Eight “kentestants” were picked to compete
for “The Great American Boyfriend” title
• Whitney Port hosted competition
• Kenneth Cole sponsored

9. Intergrating Offline and Online
Efforts
• “Catch me if you Ken”
• New York’s Magnolia Bakery designed special
cupcake
• Dylan’s Candy Bar created a number of Ken
Branded Valentine’s candy
• Billboards in LA and NYC
• Two-page spread in Hollywood gossip
magazine, US weekly

10. Results
• 34% increase of facebook fans
– 3,591,771 fans
• 200% increase in engagement through
comments, likes and shares
• On Feb. 14 Barbie and Ken were tweeted
every 2 minutes
• #BarbieandKen trended in 15 cities including
New York City, Los
Angeles, Dallas, Atlanta, Chicago and San
Francisco