Online Marketing Excellence by Industry Sector and Websites Activism/Public Service: Corporate Responsibility, Barbie You Can Be Anything Series

Continuing its 2018-launched Dream Gap Project (combating girls’ self-limiting beliefs), this March Mattel’s Barbie aired the YouTube series “You Can Be Anything.” Each episode, covering a different theme -- activism, music and dance, STEM, sports and wellness -- provided awesome inspiration from a variety of young women in those fields. For example, a singer-songwriter and dancer, both describing themselves as “shy,” explained their journey toward self-expression in heartfelt monologues. Results: almost 3 million views, overall reach of 7.3 million, 60,000 reactions on Facebook, post-engagement 145%+.

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