Stars and Stories

Mattel secures social proof for Barbie dolls via online reviews

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The problem

Mattel, best known for Barbies and Hot Wheels toys, needed online reviews to bridge the trust gap between them and their target consumers: children and parents. To illustrate the success of their partnership with Stars and Stories, this case study focuses on the campaign Stars and Stories ran for Mattel’s Barbie® It takes two! Camping playset.

About the product

Unlike most Barbie® sets, this “It takes two!” set is made to ignite young girls’ sense of adventure in the outdoors. The Barbie® doll comes with a color sleeping bag, a small dog, and a miniature pink backpack full of eclectic accessories to complete the fun.

Strategy and approach

Mattel understood the difficulty of attracting sales when new products have no reviews attached. As part of our strategy, our campaign managers narrowed our search to find suitable participants from our review community who a) have children, b) have children who like to play with Barbies, and c) are willing to write reviews on behalf of their little ones.

 

By executing this plan, the final reviews would capture the overall sentiments of not only the parents but also (most importantly) the children. This is ideal for future Mattel consumers as they would take both sides’ feedback on the Mattel Barbie products into account prior to making their final purchase decision.

Execution and results

Mattel understood the difficulty of attracting sales when new products have no reviews attached. As part of our strategy, our campaign managers narrowed our search to find suitable participants from our review community who a) have children, b) have children who like to play with Barbies, and c) are willing to write reviews on behalf of their little ones.

 

By executing this plan, the final reviews would capture the overall sentiments of not only the parents but also (most importantly) the children. This is ideal for future Mattel consumers as they would take both sides’ feedback on the Mattel Barbie products into account prior to making their final purchase decision.

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8

Authentic reviews delivered

Group

8

Samples

Star_481

4,4

Average rating

Facebook_Like_48

95%

Recommendation

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298

Average words per review

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