Mattel – Barbie® and Hot Wheels® take off

January 01, 2021

2019

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Background

In 2019, Mattel wanted to celebrate and build on the success of two of its most beloved franchises through live events at Walmart stores nationwide.

Goals
  • Customer awareness
  • Customer engagement
  • Online and in-store sales
Solution

Always On omnichannel strategies for the Hot Wheels Legends Tour and the 60th-anniversary Barbie "Be Anything" Tour, with online ads linking Walmart customers to information about in-store tour dates and locations.

“We adjust to the evolution of physical retail and experiences."

— STEVE TOTZKE, CHIEF COMMERCIAL OFFICER, MATTEL - FEBRUARY 2019

150%

of expected first-month attendance

48hrs

time until sellout of Barbie Careers dolls

$9.55

ROAS

60K

first-weekend event attendance

+80%

net incremental impact in stores

 
TimingMarch - October 2019
ChannelsWalmart.com

Across the web (select sites and social media)

Mobile app
TacticsSearch Display (POVs)

Individual brand landing pages with Zip Code event finder

Display banners
Takeaways

For a successful omnichannel event:

  • Amplify event visibility with a multichannel media strategy.
  • Boost product sales with event-branded onsite ads.
  • Include searchable informaiton in native display ads.
  • Connect with shoppers based on their Walmart purchases, onsite behaviors, and demographic criteria.
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Metrics: 2Q and 3Q FY20
BARBIE, HOTWHEELS and associated trademarks and trade dress owned by, and used under permission from, Mattel. ©2020

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Mattel – Barbie® and Hot Wheels® take off