MATTEL | LIVE SOCIAL ACTIVATION + INFLUENCER CAMPAIGN
Role: Creative Director, WriteR + CHANNEL STRATEGY
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& MOMENTS
INFLUENCER PROGRAM
Influencers created unboxing videos of custom pop-up invitations and encouraged there viewers to join the fun.
SOCIAL INVITE
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