MATTEL CREATIONS
When Mattel Creations launched, the strategy was simple: Tease, Announce, Drop. Creative content included three pieces of static art to appeal to the instant gratification of drop culture, which was influential in their first year in the market.
As the brand started to gain traction, Mattel decided that brand awareness was paramount to its success, which is where Robyn came into the picture to help amplify the brand online. Taking MC through her proven Social Proof Training Program, Robyn:
Assessed MC’s existing social media efforts and capabilities (both internally and externally)
Led a goal-setting and KPI exercise
Crafted a strategy, taking it up the org for approvals at the VP/CMO level and filtering it back down through execution
Rolled out approved strategy and set up processes within the social team and cross-functionally through the execution
Partnered with critical players cross-departmentally (yes, good social media requires partnership and buy-in from Digital, Creative, Product, and CSX Partners)
Helped with resource allocation + staffing
Preformed reporting and refined strategy as needed
Teaching the Mattel Team the inner workings of social media and the importance of storytelling in brand marketing was paramount to Mattel Creation’s success on Instagram. Introducing video content to the brand creative team was a huge win, helping to drive the following results:
In addition, the client was left with a content strategy and a templatized approach to social for internal teams to follow, creating efficiencies across the board for Mattel internally. Furthermore, the brand found significant value in having a third party available to advocate cross-departmentally, helping to flesh out internal processes to create a well-oiled, social-first machine.
Robyn served as an agent for change throughout this partnership regarding processes, strategy, and creative outputs, greatly impacting how the brand connects with online consumers and approaches social content strategy.
MC’S Initial Drop Strategy + Content
MC’S New Content Plan + Drop Strategy
After getting MC better acquainted with creating video content, we shifted the campaign strategy to leverage storytelling. The new campaign cadence shifted from “Tease” > Announce > Drop —— to —— Tease > Reveal > Announce > Engage > Drop.
Tease: Beginning the campaign with a proper teaser, not sharing the product line or collaborator, allows audience members to engage with the post and include their best guesses for the product collab and builds excitement.
Reveal Video: Leveraging the suspense from the first post, our reveal video lets the audience know about the upcoming Murakami x UNO Collab and showcases the depth of the campaign by spotlighting the processes of MC's creative team.
Announce Video: Going deeper into the collaboration by spotlighting the collaborator, his ethos, and how meaningful the partnership is for him & his family legacy.
Engage/Giveaway (video): By running a giveaway mid-campaign, we boosted engagement by inviting fans to tag a friend they would like to play UNO with, allowing each to win a limited edition Murakami x UNO set!
Drop Carousel: Culminating the campaign, we leveraged IG Carousel functionality to drop a series of static images for fans to scroll through. This is an excellent option for the drop specifically, as carousel posts show multiple times in followers’ feeds, spotlighting each photo.
Murakami x UNO was the first-of-its-kind storytelling campaign for Mattel Creations AND one of the top-performing campaigns of the year!