Title	BARBIE'S 60 SUPER STORIES
Brand	MATTEL (BARBIE)
Product/Service	BARBIE
Category	B04. Business Citizenship / Corporate Responsibility & Environmental
Entrant	HET PR BUREAU Amsterdam, THE NETHERLANDS
Idea Creation	HET PR BUREAU Amsterdam, THE NETHERLANDS
Media Placement	HET PR BUREAU Amsterdam, THE NETHERLANDS
PR	HET PR BUREAU Amsterdam, THE NETHERLANDS
Production	HET PR BUREAU Amsterdam, THE NETHERLANDS

Name	Company	Position
Vivian Sneep	Het PR Bureau	Senior Creative
Maren Bruin	freelancer	Graphic Designer
Senna Ceulemans	Het PR Bureau	Medior PR advisor
Vivijan Steenhuis	Het PR Bureau	Senior PR advisor
Nikki Outheusden	Het PR Bureau	Producer

Why is this work relevant for PR?

Barbie took her social responsibility by inspiring girls they can be anything. 60 female role models joined forces and dominated the news in the Netherlands. 60 Dutch celebrities, politicians, influencers and other inspiring women contributed for free because they strongly believe in the message. The campaign’s success completely relied on earned media tactics. Results: we earned 400 publications, including TV items and an entire weekend special in the biggest newspaper. The Dutch Public Library decided to include our book in their collection. Total earned media reach: 76 million in a country with 17 million and 0 media spend.

Background

Barbie’s mission is to inspire girls they can be anything. However, research shows that unfortunately girls believe their dreams have limits from the age of 5. From the age of 7 they start to think that boys are smarter and more capable than they are. The gap between what girls think is possible and what is possible, is called “The Dream Gap”. And it’s Barbie’s mission to help closing it. Objectives: * Increase awareness of the brand’s purpose among parents and their daughters; inspire them to fully explore the limitless potential of every young girl. * Make the brand relevant to the target group and have them embrace the brand. * Help girls and parents closing The Dream Gap.

Describe the creative idea (20% of vote)

In March 2019, on International Women’s Day and during the week of Barbie’s sixtieth birthday, 60 Dutch female role models joined forces with Barbie and dominated the Dutch news and social media. The idea was to boost the representation of women in media by flooding them with different stories from inspiring women at the same time. Together they showed girls that everything is possible. With a fun social media package, full of visuals, GIFs and quotes, we empowered the role models to promote both themselves and the campaign. In our book, ‘60 Super Stories’, the 60 famous and/or inspiring Dutch women openly shared how they got where they are today. The role models include well-known celebrities and influencers as well as unknown power women like a professor, beer brewer and camera woman. They all participated for free because they believed in the fundamental importance of our message.

Describe the PR strategy (30% of vote)

Our strategy is based on a scientific research by Princeton University indicating that girls dream limitless until the age of 5, but from the age of 7 they start to think that boys are smarter and more capable than they are. This is due to a lack of female role models. In the Netherlands, the share of women portrayed in the media is 19.5% and declining, therefore contributing to this lack. We wanted to make a difference by shaking up the male-female ratio with a powerful PR offensive. The Dutch role models literally became our living brand message. They showed young girls and their parents (our target audience) that everything is possible (our key message). The book ‘60 Super Stories’ turned out to be a perfectly relevant asset for spreading our message because reading bedtime stories is an important part of the shared daily routine of girls and their parents.

Describe the PR execution (20% of vote)

The campaign’s success relied completely on earned media tactics and dedication from all participating role models. We launched during the week of Barbie’s sixtieth birthday, on International Women’s Day. 60 Dutch female role models joined forces with Barbie and shared their stories in the media and social media during March 2019, showing everybody how they got where they are today. To promote and raise awareness for both themselves and the campaign we provided them with creative tools like visuals, GIFs and quotes. Independently and beyond our control they were allowed to express themselves however they liked. They all did so actively and passionately because they strongly believed in the fundamental importance of our message. In addition we bundled their stories in a book, ‘Barbie’s 60 Super Stories’, which we launched at The Dutch Public Library.

List the results (30% of vote)

* A total reach of 76 million in earned media in a country with 17 million inhabitants. * 400 earned publications, plus the campaign was extensively discussed in numerous TV shows. * 99% of the publications were (very) positive or neutral. * One of the biggest Dutch newspapers (De Telegraaf) dedicated an entire weekend special of 40 pages to Barbie. * All role models became advocates of the brand. * The Dutch Public Library chose to prominently feature the book. * The target group embraced the brand which resulted in an increase of 42% in sales (against an average increase of 10% during a campaign).