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
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.
Metrics: 2Q and 3Q FY20
BARBIE, HOTWHEELS and associated trademarks and trade dress owned by, and used under permission from, Mattel. ©2020
