Content marketing case study: How Barbie targeted millennial parents with new digital ad

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Barbie is already hugely popular with young girls everywhere, but for their new ad campaign toy manufacturer Mattel is targeting young parents.


Case study summary

• Toy manufacturer Mattel has created a yearlong ad campaign aimed at young parents

• The campaign launched with the “Imagine the possibilities” video which has gone viral online with over 4 million views in a week

Challenge

Typically Mattel commercials for Barbie are targeted at young girls, for the new ad campaign, Mattel wanted to create an ad targeted at millennial parents in order to connect with a new generation of parents.

Solution

Mattel and advertising agency BBDO created a video with the theme “You can be anything”. The unscripted video has little girls pretending to be professionals in grown up situations, taking the roles of professor, vet, football coach, business women, all of which were chosen by the girls themselves. Hidden cameras filmed all the action while adults played along.

Results

The video has just been released but it’s already amassed over 4 million views on YouTube. The video marks the start of a yearlong campaign aimed millennial parents which will also use social media and additional videos.

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