Meredith Oliver

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Barbie Hits a Homerun With New Video

October 30, 2015

I love the new Barbie commercial! Have you seen it? It’s taken social media by storm and features real life reactions to girls performing a wide variety of jobs from veterinarian to professor. The Barbie website features a landing page for the campaign with the tagline “Champion a World Where All Little Girls Pursue Their Limitless Potential.”

The campaign is a perfect example of #fanfactor marketing. Barbie has finally nailed the mindset of the fans and is speaking with a voice that resonates. The proof is in the level of engagement the video is receiving on YouTube. Published on October 8th, so far the video has 11,626,750 views, 970 comments and 18,636 likes. Not bad!

“This commercial makes me so happy. Love, love, love it.”

“The whole video is pure genius and put a smile on my face.”

“I wish I could still play with my Barbies.”

“This is adorable, best ad ever.”

It is too soon to tell if the campaign has increased sales. My bet is that this video will give permission to a lot of mom’s who once played with Barbies to buy a Barbie for a whole new generation of little girls.

Personally, I loved playing with my Barbies and I’m happy to see them portrayed in a positive light again. Whether you played with Barbies or not, if you have daughters, granddaughters, nieces or cousins, you want them to grow up in a world where girls can be anything. And, it’s refreshing to see a marketing campaign shine a spotlight on that emotion. Well done, Barbie. You just found your fan factor.

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