Scope of work:
In August 2015, Blue Horizon Licensing, exclusive representative of Mattel Brands Consumer Products licensing portfolio in South Africa, contracted the services of Black Snow Group to implement a nationwide consumer awareness campaign for the launch of the new Barbie® in Rock ‘n Royals DVD in September.
The premise of the campaign centered around a launch event at Montecasino with a co-inciding pre-event ‘Show Us Your Shine’ competition for girls to submit a video of themselves performing the song ‘What if I Shine’ from the new Barbie in Rock ‘n Royals DVD. The top 12 finalists from this competition would be flown to JHB to stay at Montecasino to attend the launch event on 12 September 2015, and the final winner would be announced at the event, with celebrity judges including PJ Powers and the real Barbie as well as photo opportunities, spot prizes, a sing-along and the screening of the new DVD.
The communications campaign comprised a publicity campaign and a social media campaign, with the key objectives being:
- Drive awareness around the launch of the new Barbie in Rock ‘n Royals DVD
- Push for entries to the ‘Show Us Your Shine’ competition
- Push sales of all Barbie in Rock ‘n Royals Merchandise, including the DVD, Dolls and CP products available.
- Secure media attendance at the launch event and use tickets to the exclusive event as prize giveaways.
Social Media Campaign