Barbie DM, Case study DOLL FOR A DAY by Rapp USA

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Industry Toys
Media Direct marketing, Case study
Market United States
Agency Rapp USA
Associate Creative Director Florence Ng
Executive Creative Director Nick Platt
Account Supervisor Brittany Alexander
Released July 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: MATTEL
Product/Service: BARBIE TOY
Agency: RAPP USA
Date of First Appearance: Jul 1 2010
Entrant Company: RAPP USA, El Segundo, USA
Executive Creative Director: Nick Platt (RAPP)
Associate Creative Director: Florence Ng (RAPP)
Senior Copywriter: Diori Thomas (RAPP)
Account Supervisor: Brittany Alexander (RAPP)
Senior Project Manager: Darshna Kaushik (RAPP)
Senior Vice President Client Services: Anne Marie Neal (RAPP)
Director of Digital Production: Cinnamon Brunmier (RAPP)
Media placement: Online Microsite - Online - 1 July 2010
Media placement: On-Pack Stickers - Packaging - 1 July 2010
Media placement: TV Commercial - Nickelodeon - 4 September 2010
Media placement: In-Store Graphics - Retail Stores - 1 July 2010

Describe the brief/objective of the direct campaign.
The Brief: Continue the 50th Anniversary celebration momentum by creating a special promotion that will get girls between the ages of 3 to 12 excited like never before.

The Strategy: Tap into girls aspiration to be a celebrity to get them excited about the promotion.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Inspired by the insight that only the most fabulous celebrities, from Marylyn Monroe, to Beyonce to Heidi Klum, have had Barbie dolls made in their images, we give one lucky girl the chance to feel what it’s like to be a celebrity – complete with a full day of Hollywood-style VIP treatment and topped off with having a Barbie doll made in her own image. TV commercials, in-store graphics, drove awareness of the promotion and on-pack stickers contained secret code to enter sweepstakes on the micro site.

The target is to exceed the response rate of the 2009 Barbie promotion.

Explain why the creative execution was relevant to the product or service.
Barbie is one of the world's most celebrated celebrity. By giving one lucky girl a chance to create her very own, one-of-a-kind Barbie doll in her image, just like major celebrities, it is the perfect Barbie promotion to create excitement.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The results were astounding and made a significant contribution to the brand’s positive sales momentum.
Average daily visits – 19,778
Total site visits – 4,252,366
Over 238% increase in traffic from 2009’s promotion
67% prize redemption rate, significantly higher than similar promotions