Public Relations, news stories, press releases--they don't have to be boring. They CAN be creative. And from this case study, on page 342-344, it is proven that creativity in the right context and done excellently produces incredible effects.
One lady, who wrote a news release about Barbie and Ken's "break-up", portraying them as real people with real feelings, practically poking fun at them, did very well at entertaining AND informing her publics.
Mattel did a great job at attracting audiences to read the release and pursue more information regarding this split even further. Barbie sales soared, after going down for quite a while; other companies like flower shops and pharmeceutical companies played off this news release to promote their business, and Mattel gained great coverage and respect for this quirky release of information.
Everyone likes Barbie. Everyone has had some sort of encounter with barbies in their life, and producing such a whimsical and clever piece as this one was a smart marketing tactic for Mattel.
Creativity done well.
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