Barbie 'You Can Be Anything' Experience
Mattel
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With all stores closed due to COVID-19, we needed to excite kids and create a virtual experience exclusive to Smyths Toys Superstores.
Over three themed days we released fun and relatable content on Smyths Toys YouTube, which inspired our audience to create, explore and dream. The experience encouraged positive play and included activities that the whole family could enjoy during the easter holidays. Supported by WOW product offers and a nationwide influencer campaign our 14-piece content delivered 1.5m+ views over the launch weekend and achieved the biggest sales week ever for Barbie! (Even with stores closed)
The style of the campaign is typically Barbie - bold, bright and confident. I gave it a handmade collage-y look and feel to encourage kids to be expressive.
