The start
Give us big ideas that pierce the zeitgeist, driving awareness of the partnership, and sales of the product. We needed to create content that was simple and easy to execute in a 4 week timeline, whilst creating something disruptive in a world full of pink collabs... Barbie content fatigue was real.
The strategy
The creation of two content streams that showcased the aesthetic and world of Barbie, whilst heroing the LUSH values and collection. We wanted short-form content that could live on YouTube Shorts, our primary platform, as well as compelling imagery for Pinterest. Our first stream of content... New Nostalgia
The solution
While most Barbie marketing focused on the hyper-real aesthetic of the film, we instead focused on nostalgia. The 90s not only gave us iconic Barbie dolls and Barbie ads, but also gave us our very first LUSH store. In celebration of this, we brought 90s Barbie vibes to 2023 with @elizarosemuzik {her tag name in school was Lady LUSH!} who fearlessly embodies the empowering spirit of Barbie and LUSH.
The results
Sold out within 2 weeks
35 assets created in 3 weeks
8x creators engaged
1x artist partnership with Eliza
5.2% avg eng rate on YouTube shorts
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