MATTEL | BARBIE’S DREAMHOUSE SLEEPOVER | YOUTUBE LIVE
Role: Creative Director, WriteR
You’re invited to the best sleepover ever!
To get new fans excited about Barbie’s Dreamhouse ahead of the holiday season, we created a first-person POV YouTube Live video that brought young viewers’ into Barbie’s world. Countdown assets and invitations across Mattel’s social channels gave urgency to the moment, making the YouTube drop feel like a real event.
KEY FRAMES
INFLUENCER PROGRAM
Influencers created unboxing videos of custom pop-up invitations and encouraged there viewers to join the fun.
The Results
Channel: 2.2x more views than monthly channel average & 69% more engagement than monthly channel average
Organic Video Performance: 270K views +1 month after launch, 2.3M views since launch
Influencer Campaign Performance: 3.3% Engagement rate vs 1.5% benchmark