Client: Kilburn Live Entertainment
Business challenge:
Kilburn Live and Mattel partnered to create a breakthrough, one-of-a-
kind global experience, titled: World of Barbie. Making its international debut in Toronto, the
first-ever immersion into the lifestyle of Barbie, the world’s most iconic trendsetter, produced a
visually stunning interactive attraction where fans could explore the awe-inspiring life-sized
Barbie Dreamhouse and neighborhood. In the face of post-pandemic restrictions and a cluttered marketplace filled with announcements of new immersive experiences, the agency set out to reach brand fans by activating their imaginations via emotional storytelling and re-igniting their sense of nostalgia.
Solution:
For decades, Barbie has been inspiring fans of all ages to imagine the possibilities in
their lives. Leveraging this insight, the agency crafted messaging to inform the awareness-
building campaign and intrigue prospective visitors with the idea of embracing “limitless
potential” in themselves, as well as with their little ones. The narrative was communicated via
an integrated campaign with multiple touchpoints including tailored media relations, a launch
event, influencer engagement, paid media and digital amplification.
Results:
This campaign exceeded all expectations and surpassed every pre-set objective. For
the full run of the World of Barbie attraction, 202 editorial stories were generated, resulting in
45 million media impressions, and garnering an MRP score of 88.9 per cent. Prior to paid media in-field, PR programming (from the launch announcement to the on-sale period) garnered 34 per cent higher website traffic than the show’s run average. During the peak of the announcement, website traffic was 1,829 per cent higher than the show run average page
traffic. The campaign also earned a Bronze CPRS ACE award in the Best Use of Media Relations (over $50,000) category.