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Mattel – Barbie® and Hot Wheels® take off
January 01, 2021
Background
In 2019, Mattel wanted to celebrate and build on the success of two of its most beloved franchises through live events at Walmart stores nationwide.
Goals
- Customer awareness
- Customer engagement
- Online and in-store sales
Solution
Always On omnichannel strategies for the Hot Wheels Legends Tour and the 60th-anniversary Barbie "Be Anything" Tour, with online ads linking Walmart customers to information about in-store tour dates and locations.
“We adjust to the evolution of physical retail and experiences."
— STEVE TOTZKE, CHIEF COMMERCIAL OFFICER, MATTEL - FEBRUARY 2019
150%
of expected first-month attendance
48hrs
time until sellout of Barbie Careers dolls
$9.55
ROAS
60K
first-weekend event attendance
+80%
net incremental impact in stores
| Timing | March - October 2019 |
| Channels | Walmart.com Across the web (select sites and social media) Mobile app |
| Tactics | Search Display (POVs) Individual brand landing pages with Zip Code event finder Display banners |
Takeaways
For a successful omnichannel event:
- Amplify event visibility with a multichannel media strategy.
- Boost product sales with event-branded onsite ads.
- Include searchable informaiton in native display ads.
- Connect with shoppers based on their Walmart purchases, onsite behaviors, and demographic criteria.
