Like many young girls, I was completely and utterly obsessed with Barbie®. When Smash + Tess was approached by Mattel to collaborate on a capsule collection of Rompers, t-shirts and joggers in the signature Barbie® style, we couldn’t say ‘yes’ fast enough.
After the S+T design team had created the product concepts, I developed the pitch deck, key messaging, moodboard, and photoshoot and videography direction, as well as the strategies for social media, digital, paid, and email campaigns.
Launching on International Women’s Day on March 8, 2022, our key messaging focused on providing a platform to celebrate role models in our community that young women and girls can look up to—how to cultivate a positive self-image, educating on how to overcome obstacles, and nurturing a generation that can, and will, live big lives.
Our photoshoot and video direction was centred around celebrating women’s achievements, empowering a younger generation, and instilling the confidence that anyone can be who they want to be when they grow up.
At S+T, I oversaw the content team that consisted of an incredible group—our copywriter, designer and email specialist, social media manager, and marketing coordinator. The creative team worked with a contract photographer and videographer for this campaign, and our e-commerce team switched over our website for the week to be in signature Barbie® pink.
As part of our marketing activations strategy, we collaborated with Mattel on their release of the You Can Be Anything Series to coincide with the launch of the collection, where Canadian role models—including S+T CEO Ashley Freeborn—were filmed with emerging young talent to teach a hands-on workshop. We also were featured by Barbie Style, an Instagram account with an audience of over 2.2 million.
This was a huge campaign with a ton of hard work, creativity, and innovation behind it. We delighted our existing audience with a new collection with one of the most iconic brands in the world, and were able to grab the attention of new customers through an exciting partnership.