Background
To celebrate the theatrical release of Barbie, Warner Bros. and Mattel partnered with Amazon to create a first-of-its-kind campaign that brought the excitement of the big screen into the world of shopping.
To celebrate the theatrical release of Barbie, Warner Bros. and Mattel partnered with Amazon to create a first-of-its-kind campaign that brought the excitement of the big screen into the world of shopping.
Challenge
How could we unite two sides of the Barbie universe—the iconic toy brand and its highly anticipated film—into one cohesive experience that drove cultural excitement, product discovery, and ticket sales?
How could we unite two sides of the Barbie universe—the iconic toy brand and its highly anticipated film—into one cohesive experience that drove cultural excitement, product discovery, and ticket sales?
Insight
Barbie has always been more than a doll. She's a cultural icon who inspires endless possibilities for self-expression. With Barbiecore taking over pop culture, fans weren't just watching the moment unfold. They wanted to be part of it.
Barbie has always been more than a doll. She's a cultural icon who inspires endless possibilities for self-expression. With Barbiecore taking over pop culture, fans weren't just watching the moment unfold. They wanted to be part of it.
Solution
We created "Barbie's Best Week Ever," a seven-day celebration that transformed Amazon into a Barbie-inspired destination leading up to the film's release. Each day introduced a new themed shopping experience, bringing Barbie's iconic worlds to life through curated collections, immersive visuals, and playful storytelling. From an interactive Brand Store to homepage takeovers and Alexa experiences, the campaign invited fans to step into Barbie's world and make every day their best day ever
We created "Barbie's Best Week Ever," a seven-day celebration that transformed Amazon into a Barbie-inspired destination leading up to the film's release. Each day introduced a new themed shopping experience, bringing Barbie's iconic worlds to life through curated collections, immersive visuals, and playful storytelling. From an interactive Brand Store to homepage takeovers and Alexa experiences, the campaign invited fans to step into Barbie's world and make every day their best day ever
Results
📈 Retail & DSP: 79% YoY retail growth; $1.89MM sales; ROAS of $5.39
🛍️ Brand Store Page: 928K+ visitors in one week; $5MM+ sales in July; 549% sales lift MoM
🎙️ Alexa Theme: 292K downloads (fastest-growing theme of 2023); 5.2M TikTok impressions; 1K+ skill ratings (4.3 stars)
🏆 Recognition: MediaPost OMMA Award 2023 — Excellence in Online Advertising (Promotion Website/Microsite)
Voice of Client
“Excellent collaboration that delivered a great customer experience and drove meaningful volume.” — Chris Corman, VP of Sales, Mattel
“Our Barbie Best Week Ever program won the OMMA award… This was an amazing cross-functional collaboration and a win for all involved.” — Liz Buffum, Director of Ecomm Marketing, Mattel