Case study
Mattel
The outcome
Took a sold-out 10,000-piece digital collectibles launch to market with Barbie and Mattel.
- Role
- Marketing & community, Boss Beauties
- Timeframe
- 2023
Context
A brand collaboration between Boss Beauties and Barbie, under the Mattel umbrella: a 10,000-piece digital collectibles launch. I owned the launch marketing and the community around it.
Launches like this live or die on story and community heat. There is one drop date, and everything has to peak at once.
Approach
- 01
Launch execution & product storytelling
Owned the launch execution and the product story across digital channels, building to a 2M social reach around the drop.
- 02
Community
Ran brand, community and content across channels, keeping a 50k-member community engaged before, during and after the launch.
Results
- Sold out
- 10,000-piece digital collection
- 50k
- Community built around the launch
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