Barbie Pitch 2018

institute of advanced advertising studies

My Role: Strategy Lead

Challenge: Work with fellow students to write an integrated campaign plans book and pitch to "win" the Barbie business. Break through the cluttered toy category to spark the desires of girls 3-8 years old for Barbie products and drive sales.

The Results: Our campaign addressed girls’ desire for innovative experience and their parents’ need for reassurance in Barbie’s brand values through a campaign strategy of 'Celebrating girls' limitless imaginations through limitless experiences.' Our team pitched the campaign to a panel of industry experts and Mattel executives, ultimately receiving positive feedback (particularly in regard to strategy) and resulting in the completion the 4A's Institute of Advanced Advertising Studies.

Click below to read the campaign plans book (and check out pages 7-15 for a taste of my strategic thinking).