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July 2023 | TV. Social. Activation.Barbie x Walmart
Our client, Barbie, in partnership with Walmart, came to us with a vision to celebrate the launch of the new Barbie movie by reaching a fresh, younger generation. They asked us to craft a campaign that would bring specialized, exclusive Barbie products to life in-store and online, making Walmart the go-to destination for this new wave of Barbie magic. Our task was to spark imagination, drive product discovery, and connect with a generation that grew up dreaming in pink.
Client Ask:To bring this vision to life, we created curated carts, handpicked by Barbie herself, featuring exclusive products available both in-store at Walmart and online. We brought these carts to life with a series of social-first stop-motion videos, inspired by an adventurous pickleball tournament—a day in Barbie’s life. These vibrant, dynamic clips aired on TV and across social channels, immersing viewers in Barbie’s world—and every featured item was fully shoppable, so audiences could step right into Barbie’s life and make every moment their own.
Agency Solution:To deepen the agency solution, we meticulously curated Barbie’s cart with a handpicked selection of shoppable items—everything from stylish pickleball paddles and water bottles to chic workout gear and cozy lounge pieces—all infused with that signature pink Barbie fun.
As the movie hype soared, we launched these carts in tandem with the film, embedding them in a series of social-first stop-motion videos that captured Barbie’s day—whether on the pickleball court, hydrating with a chic water bottle, or relaxing in the yard. We amplified this buzz with out-of-home activations and TV broadcasts—most notably on the Today Show—where we built a real-life Barbie pickleball court smack in Times Square. These activations didn’t just showcase the product—they let audiences step into Barbie’s world, making every moment of the campaign fully immersive and shoppable.
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MetricsThe Barbie and Walmart campaign saw strong performance with 120 million impressions across TV, outdoor, social, and streaming platforms. The campaign reached 65 percent of the target audience aged 6 to 25, boosting brand awareness by 22 percent. Social engagement totaled 3.8 million unique interactions, and the shoppable ads saw a 1.9 percent click-through rate, significantly outperforming retail averages.
How It Performed
Online conversions38%
Store visits17%