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A social love story: how Ken won Barbie (and customers) through paid, owned, and earned media

A social love story: how Ken won Barbie (and customers) through paid, owned, and earned media | Ken | Scoop.it

Fashion doll Barbie and her boyfriend, Ken, were made for each other. From his debut commercial in 1961, it seemed the two would be together forever. But in 2004, manufacturer Mattel (client) broke up the couple to focus on Barbie’s career development. By 2010, moms and older girls remembered Ken, but many younger girls weren’t as familiar with Barbie’s former beau.

 

Coming off the success of the doll couple in Toy Story 3, Mattel saw an opportunity to re-launch Ken with a strong personality—someone more than just an accessory to Barbie. The campaign would tell an interactive love story through a highly-social courtship to bring Barbie and Ken back together.

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Ken
All about Ken Carson. Who just happens to be a certain doll called Barbie's other half...
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A social love story: how Ken won Barbie (and customers) through paid, owned, and earned media

A social love story: how Ken won Barbie (and customers) through paid, owned, and earned media | Ken | Scoop.it

Fashion doll Barbie and her boyfriend, Ken, were made for each other. From his debut commercial in 1961, it seemed the two would be together forever. But in 2004, manufacturer Mattel (client) broke up the couple to focus on Barbie’s career development. By 2010, moms and older girls remembered Ken, but many younger girls weren’t as familiar with Barbie’s former beau.

 

Coming off the success of the doll couple in Toy Story 3, Mattel saw an opportunity to re-launch Ken with a strong personality—someone more than just an accessory to Barbie. The campaign would tell an interactive love story through a highly-social courtship to bring Barbie and Ken back together.

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Ken Carson dolls - Doll Observers

Ken Carson dolls - Doll Observers | Ken | Scoop.it
Hi, I’m Ken Carson, better known as Ken®.
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Ken - Doll Observers

Ken - Doll Observers | Ken | Scoop.it
A group for fans of Ken Carson, Barbie's friend, companion and sometimes boyfriend since March 11th 1961.
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Ken (doll) - Wikipedia, the free encyclopedia

Ken (doll) - Wikipedia, the free encyclopedia | Ken | Scoop.it
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Keeping Ken

Keeping Ken | Ken | Scoop.it

The best Ken resourse on the web, bar none!

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