The Challenge: Launch Project Dawn across social media - a top-secret campaign across a total of 9 markets (North America and 8 EU markets). Mattel revealed 3 new body types for Barbie as an extension to their Fashionista line as a way of impacting and changing brand perception.

The Strategy: Using our social media expertise and ATOM technology we managed he entire project across social, tracking sentiment, managing the community and tracking results.

The Results: Our experience at handling complex subject matters such as this and our skills at proactive community management enabled us to change audience perception of one of the world’s most well known and well loved brands.

We improved ROAS by over 150%, changed sentiment as well as increased engagement levels, showing the world that #YouCanBeAnything.

“Well done for handling this complicated and sensitive project. Thank you, team!”

Digital Marketing Manager, Mattel