As a celebrity, Barbie has to stay culturally relevant. As an icon, she has to represent girls doing amazing things. That’s why it seemed natural that she would run for president last year. But to make this one-off campaign into continually engaging content, Mattel turned to social media.

Social Media Managers Travis Harding and Jessica Kimiabakhsh talk about how they started fantastic conversations about Barbie by using each social media platform for what it did best instead of paying for media. In their presentation at’s BlogWell conference in Los Angeles, Travis and Jessica also discuss some of the ways they earned a ton of word of mouth through partnerships with the White House.

From their presentation, you can also learn:

  • Why you shouldn’t post all of your content on all of your social media sites
  • What Barbie and Michelle Obama have in common
  • How they made an election-based campaign relevant to their fans under 18

Mattel: Barbie for President: Social Media Case Study — presented by Travis Harding & Jessica Kimiabakhsh from on Vimeo.

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