- Toy maker Mattel is looking to boost Barbie's pop culture presence, and after introducing a more culturally diverse Barbie line, the company is turning to social media in its latest marketing push.
- In addition to revamping its television ads and gamifying the Barbie website to make the marketing more interactive, Mattel is working with YouTube influencers to expand the brand's reach.
- The Barbie brand is also looking to build its following on Instagram, where the Barbie's Style profile has already reached more than 815,000 fans.
The Barbie brand has historically focused its attention and ad dollars on television and direct-to-consumer messaging such as email, but this year Mattel is upping the amount it allocates toward social media, according to Evelyn Mazzocco, SVP-global brand general manager at Barbie.
The AdAge Datacenter found that Mattel spent $13.4 million on U.S. measured-media for the Barbie brand in 2013. In expanding the marketing avenues they use, Mattel is also more likely to reach their desired target audience. A December study by The Marketing Store and KidSay found that YouTube is the favorite digital media outlet among tweens (kids ages eight to 11) -- 93% flock to YouTube regularly.
"Using YouTube influencers to get girls to connect in the space of fashion and style was a great addition to how we're talking to girls," Mazzocco told AdAge.