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门票游戏
案例简介：相关性 芭比娃娃率先为女孩未来的职业生涯做准备。到目前为止，芭比已经有 180 多个不同的职业，许多领域的女性代表性不足 -- 从宇航员到电子游戏开发者。由于美国从未有过女性总统，这次选举提供了一个独特的机会。我们与 “她应该竞选” 合作，这是一个无党派、非营利的组织，致力于增加未来女性领导人的数量，并推出了第一张入主白宫的全女性门票。通过一个利益相关者和媒体关系项目，我们引发了一场包括当选和未来领导人的全国对话。 概要 芭比娃娃在过去的 50 年里发生了变化。除了新的肤色和身体形状，有一件事一直保持不变 -- 鼓舞人心的职业。57 年来，芭比娃娃一直雄心勃勃地激励年轻女孩追求他们的职业梦想。所以第一次一个女人在竞选白宫的时候 -- 芭比必须抓住这个机会。 2016 年，随着新总统和副总统芭比娃娃的引入，芭比娃娃正准备参加有史以来第一次全女性的比赛。这是在一个动荡的时刻，现实生活中的美国总统选举变得越来越两极分化和消极。在该品牌的 “你可以成为任何东西” 活动的基础上，芭比想利用这次活动来提高人们对更多女性担任领导角色的认识。该运动针对母亲和女儿，同时激励世界各地的妇女采取行动。 执行 《华尔街日报》和《华盛顿邮报》获得了媒体独家报道，以帮助在发布会上设定无党派的谈话基调。采访了艾琳 · 洛斯 · 库特拉罗 (她应该跑步的联合创始人兼首席执行官) 和美泰发言人米歇尔 · 奇多尼 (品牌传播) 、丽莎 · 麦克奈特 (芭比娃娃负责人), 和 Tania Missad (首席儿童研究员)。将总统和副总统芭比交给主要影响者和媒体，包括国会山的女参议员和国会议员、国家早间广播电台和其他主要国家媒体,名人和育儿影响者。产品包包括一套娃娃和一份领导工作表，供收件人作为灵感礼物送给一个年轻女孩。分发新闻材料 (例如新闻稿、英雄视频和产品图像)，并与生活方式、商业和贸易媒体进行广泛接触。 战略 “门票游戏” 运动旨在影响和针对母亲、女孩和女性领导人。芭比利用她应该经营的伙伴关系来激励父母采取行动，包括和他们的女孩谈论领导力。重要的是，我们: 避免与任何一个政党联系，并仔细考虑启动时间，以避免重大政治时刻 (即惯例)。我们努力避免与唯一的女性候选人希拉里·克林顿进行直接比较。鉴于美国总统新闻周期的争议性和不可预测的性质，为可能的负面反弹和下滑的发布日期准备了各种回应。主要媒体: 政治作家/出版物、妇女生活方式、育儿、一般新闻媒体。将新娃娃送到全国早间广播节目、当选女性代表和精选名人影响者。与她合作，制作了两篇由其联合创始人/首席执行官艾琳 · 洛斯 · 库特拉罗撰写的专栏文章。 结果 Barbie 总裁和副总裁总共创造了 128 个位置，获得了 456 毫米以上的印象。报道绝大多数是积极的，96% 包含积极或中立的情绪。(2) 《华盛顿邮报》和《华尔街日报》的禁运独家新闻 (2) 她应该在《财富与时间》座右铭上运行创始人艾琳 · 洛斯 · 库特拉罗的专栏文章。顶级报道，如《赫芬顿邮报》，雅虎风格!, 今天,NPR 和 PopSugar 在国会山向妇女运送玩偶，美国参议员克莱尔 · 麦卡斯基尔和美国国会女议员 Cheri Bustos 进行了社会报道。重要的是，这次发布成功地激发了关于女性和她应该经营的领导力的积极对话 (SSR): chanels 的社会激增: Instagram + 300%; 推特 + 5%; facebook + 17% • 600%应竞选公职的妇女的同龄人提名增加 9000 + 受激励竞选公职的妇女有一天，妇女和女孩对竞选公职的兴趣增加 236% 注册 活动描述 理想的立场是很容易的。一路走需要承诺。因此，芭比娃娃与她应该运行，一个无党派的组织，致力于扩大未来当选女性领导人的人才库，以帮助激励更多的妇女和女孩探索领导机会。这对夫妇一起努力强调女性领导者，提供能够讲述领导力故事的工具，并让父母和他们的女孩谈论这个重要的话题。只有 39% 的女孩说嘿，我想成为一名领导者 (根据女童子军研究所的说法)，芭比总统和副总裁的目标是激励女孩追求梦想，想象她们会成为什么。
门票游戏
案例简介：Relevancy The Barbie doll pioneered preparing girls for future careers. To date, Barbie has had more than 180 different careers, many in fields underrepresented by women – from astronaut to videogame developer. Since the United States has never had a female president, this election presented a unique opportunity. We partnered with She Should Run, a non-partisan, non-profit organization dedicated to growing the number of future woman leaders, and introduced the first all-female ticket for the White House. Through a stakeholder and media relations program, we sparked a national conversation that included both elected and future leaders. Synopsis Barbie has changed over the last 50 years. New skin tones and body shapes aside, one thing has always stayed the same – inspiring careers. For 57 years, Barbie has had the ambition to inspire young girls to pursue their professional dreams. So the first time a woman was in the race for the White House -- Barbie had to seize the opportunity.In 2016, Barbie was preparing to run on the first-ever, all-female ticket with the introduction of the new President and Vice President Barbie dolls. This came at a turbulent time when the real-life U.S. presidential election was becoming increasing polarizing and negative.Building on the brand’s “You Can Be Anything” campaign, Barbie wanted to use the launch to raise awareness of the need for more women in leadership roles. The campaign was directed at moms and daughters, while inspiring women everywhere to take action. Execution •Secured media exclusives with The Wall Street Journal and The Washington Post to help set the non-partisan tone of the conversation at the launch. •Gave interviews with Erin Loos Cutraro (Co-Founder & CEO of She Should Run) and Mattel spokespeople -- Michelle Chidoni (Brand Communications), Lisa McKnight (Head of Barbie), and Tania Missad (Lead Child Researcher). •Put President and Vice President Barbie into the hands of key influencers and media including female senators and congresswomen on Capitol Hill, national morning broadcast stations, other key national media, celebs and parenting influencers.•Product packages consisted of a set of dolls and a leadership worksheet for the recipient to gift to a young girl as inspiration.•Distributed press materials (e.g., press release, hero video and product images) and conducted broad outreach to lifestyle, business and trade media. Strategy The Ticket to Play campaign was designed to influence and target moms, girls and female leaders. Barbie leveraged the She Should Run partnership to inspire parents to take action, including talking to their girls about leadership. Importantly, we: •Avoided association with either political party, and carefully considered launch timing to avoid significant political moments (i.e., conventions). We worked diligently to circumvent direct comparison to the only female candidate, Hillary Clinton.•Prepared a variety of responses for possible negative backlash and a sliding launch date, given the controversial and unpredictable nature of the U.S. presidential news cycle. •Engaged key media: political writers/publications, women’s lifestyle, parenting, general news outlets.•Delivered the new dolls to national morning broadcast shows, elected female representatives and select celebrity influencers.•Collaborated with She Should Run to produce two op-eds by its Co-Founder/CEO Erin Loos Cutraro. Outcome President and Vice President Barbie generated a total of 128 placements that garnered 456MM+ impressions. Coverage was overwhelmingly positive with 96% containing positive or neutral sentiment. •(2) embargoed exclusives from The Washington Post and The Wall Street Journal•(2) Op-eds from She Should Run founder Erin Loos Cutraro on FORTUNE and TIME Motto•Top-tier coverage such as The Huffington Post, Yahoo Style!, Today.com, NPR and PopSugar •Doll deliveries to women on Capitol Hill resulted in social coverage from U.S. Senator Claire McCaskill and U.S. Congresswoman Cheri Bustos. Importantly, the launch successfully spurred engage and positive conversation about women and leadership for She Should Run (SSR): •Social surge across chanels: Instagram +300%; Twitter +5%; Facebook +17%•600% increase in peer nominations of women who should run for office•9000+ women inspired to run for office•236% increase in women’s and girls’ interest in running for public office some day •Doubled SSR Incubator enrollment CampaignDescription The IdeaTaking a stand is easy. Going all the way requires commitment.So Barbie teamed up with She Should Run, a non-partisan organization dedicated to expanding the talent pool of future elected female leaders, to help motivate more women and girls to explore leadership opportunities. The pair worked together to highlight female leaders, offer tools that enable leadership storytelling, and to get parents talking to their girls about this important topic. With just 39 percent of girls saying that they want to be a leader (according to the Girl Scouts Institute), President and Vice President Barbie aimed to serve as an inspiration for girls to pursue their dreams and imagine what they can become.
Ticket Play
案例简介：相关性 芭比娃娃率先为女孩未来的职业生涯做准备。到目前为止，芭比已经有 180 多个不同的职业，许多领域的女性代表性不足 -- 从宇航员到电子游戏开发者。由于美国从未有过女性总统，这次选举提供了一个独特的机会。我们与 “她应该竞选” 合作，这是一个无党派、非营利的组织，致力于增加未来女性领导人的数量，并推出了第一张入主白宫的全女性门票。通过一个利益相关者和媒体关系项目，我们引发了一场包括当选和未来领导人的全国对话。 概要 芭比娃娃在过去的 50 年里发生了变化。除了新的肤色和身体形状，有一件事一直保持不变 -- 鼓舞人心的职业。57 年来，芭比娃娃一直雄心勃勃地激励年轻女孩追求他们的职业梦想。所以第一次一个女人在竞选白宫的时候 -- 芭比必须抓住这个机会。 2016 年，随着新总统和副总统芭比娃娃的引入，芭比娃娃正准备参加有史以来第一次全女性的比赛。这是在一个动荡的时刻，现实生活中的美国总统选举变得越来越两极分化和消极。在该品牌的 “你可以成为任何东西” 活动的基础上，芭比想利用这次活动来提高人们对更多女性担任领导角色的认识。该运动针对母亲和女儿，同时激励世界各地的妇女采取行动。 执行 《华尔街日报》和《华盛顿邮报》获得了媒体独家报道，以帮助在发布会上设定无党派的谈话基调。采访了艾琳 · 洛斯 · 库特拉罗 (她应该跑步的联合创始人兼首席执行官) 和美泰发言人米歇尔 · 奇多尼 (品牌传播) 、丽莎 · 麦克奈特 (芭比娃娃负责人), 和 Tania Missad (首席儿童研究员)。将总统和副总统芭比交给主要影响者和媒体，包括国会山的女参议员和国会议员、国家早间广播电台和其他主要国家媒体,名人和育儿影响者。产品包包括一套娃娃和一份领导工作表，供收件人作为灵感礼物送给一个年轻女孩。分发新闻材料 (例如新闻稿、英雄视频和产品图像)，并与生活方式、商业和贸易媒体进行广泛接触。 战略 “门票游戏” 运动旨在影响和针对母亲、女孩和女性领导人。芭比利用她应该经营的伙伴关系来激励父母采取行动，包括和他们的女孩谈论领导力。重要的是，我们: 避免与任何一个政党联系，并仔细考虑启动时间，以避免重大政治时刻 (即惯例)。我们努力避免与唯一的女性候选人希拉里·克林顿进行直接比较。鉴于美国总统新闻周期的争议性和不可预测的性质，为可能的负面反弹和下滑的发布日期准备了各种回应。主要媒体: 政治作家/出版物、妇女生活方式、育儿、一般新闻媒体。将新娃娃送到全国早间广播节目、当选女性代表和精选名人影响者。与她合作，制作了两篇由其联合创始人/首席执行官艾琳 · 洛斯 · 库特拉罗撰写的专栏文章。 结果 Barbie 总裁和副总裁总共创造了 128 个位置，获得了 456 毫米以上的印象。报道绝大多数是积极的，96% 包含积极或中立的情绪。(2) 《华盛顿邮报》和《华尔街日报》的禁运独家新闻 (2) 她应该在《财富与时间》座右铭上运行创始人艾琳 · 洛斯 · 库特拉罗的专栏文章。顶级报道，如《赫芬顿邮报》，雅虎风格!, 今天,NPR 和 PopSugar 在国会山向妇女运送玩偶，美国参议员克莱尔 · 麦卡斯基尔和美国国会女议员 Cheri Bustos 进行了社会报道。重要的是，这次发布成功地激发了关于女性和她应该经营的领导力的积极对话 (SSR): chanels 的社会激增: Instagram + 300%; 推特 + 5%; facebook + 17% • 600%应竞选公职的妇女的同龄人提名增加 9000 + 受激励竞选公职的妇女有一天，妇女和女孩对竞选公职的兴趣增加 236% 注册 活动描述 理想的立场是很容易的。一路走需要承诺。因此，芭比娃娃与她应该运行，一个无党派的组织，致力于扩大未来当选女性领导人的人才库，以帮助激励更多的妇女和女孩探索领导机会。这对夫妇一起努力强调女性领导者，提供能够讲述领导力故事的工具，并让父母和他们的女孩谈论这个重要的话题。只有 39% 的女孩说嘿，我想成为一名领导者 (根据女童子军研究所的说法)，芭比总统和副总裁的目标是激励女孩追求梦想，想象她们会成为什么。
Ticket Play
案例简介：Relevancy The Barbie doll pioneered preparing girls for future careers. To date, Barbie has had more than 180 different careers, many in fields underrepresented by women – from astronaut to videogame developer. Since the United States has never had a female president, this election presented a unique opportunity. We partnered with She Should Run, a non-partisan, non-profit organization dedicated to growing the number of future woman leaders, and introduced the first all-female ticket for the White House. Through a stakeholder and media relations program, we sparked a national conversation that included both elected and future leaders. Synopsis Barbie has changed over the last 50 years. New skin tones and body shapes aside, one thing has always stayed the same – inspiring careers. For 57 years, Barbie has had the ambition to inspire young girls to pursue their professional dreams. So the first time a woman was in the race for the White House -- Barbie had to seize the opportunity.In 2016, Barbie was preparing to run on the first-ever, all-female ticket with the introduction of the new President and Vice President Barbie dolls. This came at a turbulent time when the real-life U.S. presidential election was becoming increasing polarizing and negative.Building on the brand’s “You Can Be Anything” campaign, Barbie wanted to use the launch to raise awareness of the need for more women in leadership roles. The campaign was directed at moms and daughters, while inspiring women everywhere to take action. Execution •Secured media exclusives with The Wall Street Journal and The Washington Post to help set the non-partisan tone of the conversation at the launch. •Gave interviews with Erin Loos Cutraro (Co-Founder & CEO of She Should Run) and Mattel spokespeople -- Michelle Chidoni (Brand Communications), Lisa McKnight (Head of Barbie), and Tania Missad (Lead Child Researcher). •Put President and Vice President Barbie into the hands of key influencers and media including female senators and congresswomen on Capitol Hill, national morning broadcast stations, other key national media, celebs and parenting influencers.•Product packages consisted of a set of dolls and a leadership worksheet for the recipient to gift to a young girl as inspiration.•Distributed press materials (e.g., press release, hero video and product images) and conducted broad outreach to lifestyle, business and trade media. Strategy The Ticket to Play campaign was designed to influence and target moms, girls and female leaders. Barbie leveraged the She Should Run partnership to inspire parents to take action, including talking to their girls about leadership. Importantly, we: •Avoided association with either political party, and carefully considered launch timing to avoid significant political moments (i.e., conventions). We worked diligently to circumvent direct comparison to the only female candidate, Hillary Clinton.•Prepared a variety of responses for possible negative backlash and a sliding launch date, given the controversial and unpredictable nature of the U.S. presidential news cycle. •Engaged key media: political writers/publications, women’s lifestyle, parenting, general news outlets.•Delivered the new dolls to national morning broadcast shows, elected female representatives and select celebrity influencers.•Collaborated with She Should Run to produce two op-eds by its Co-Founder/CEO Erin Loos Cutraro. Outcome President and Vice President Barbie generated a total of 128 placements that garnered 456MM+ impressions. Coverage was overwhelmingly positive with 96% containing positive or neutral sentiment. •(2) embargoed exclusives from The Washington Post and The Wall Street Journal•(2) Op-eds from She Should Run founder Erin Loos Cutraro on FORTUNE and TIME Motto•Top-tier coverage such as The Huffington Post, Yahoo Style!, Today.com, NPR and PopSugar •Doll deliveries to women on Capitol Hill resulted in social coverage from U.S. Senator Claire McCaskill and U.S. Congresswoman Cheri Bustos. Importantly, the launch successfully spurred engage and positive conversation about women and leadership for She Should Run (SSR): •Social surge across chanels: Instagram +300%; Twitter +5%; Facebook +17%•600% increase in peer nominations of women who should run for office•9000+ women inspired to run for office•236% increase in women’s and girls’ interest in running for public office some day •Doubled SSR Incubator enrollment CampaignDescription The IdeaTaking a stand is easy. Going all the way requires commitment.So Barbie teamed up with She Should Run, a non-partisan organization dedicated to expanding the talent pool of future elected female leaders, to help motivate more women and girls to explore leadership opportunities. The pair worked together to highlight female leaders, offer tools that enable leadership storytelling, and to get parents talking to their girls about this important topic. With just 39 percent of girls saying that they want to be a leader (according to the Girl Scouts Institute), President and Vice President Barbie aimed to serve as an inspiration for girls to pursue their dreams and imagine what they can become.
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