Breaking Barriers With Barbie: Behind The Scenes Of The Blockbuster Campaign

As the Barbie movie hit theaters, waves of people in pink flooded out to watch one of the biggest cultural moments of the year. It was more than just a movie, though; Mattel and Warner Bros. Discovery partnered with one philanthropic partner - Save the Children - to ensure every girl has the confidence to dream.

Mattel is a long-time supporter of Save the Children’s work and was aligned to collaborate on this unique global cause marketing campaign in the belief that all children need to be equally heard and valued – and that no girl is held back based on her gender. The Barbie movie provided a unique opportunity to galvanize consumers around a movie that speaks to this vision.

Unfortunately, many girls develop self-limiting beliefs and stop believing they can be anything as early as six years old. “Barbie” aimed to disrupt gender stereotypes in a way that was empowering, inclusive and inspiring.

In today’s episode, EFG’s Alli Murphy is joined by Dan Peirce, Senior Managing Director of Corporate Partnerships at Save the Children, and Nancy Molenda, Executive Director of the Mattel Children’s Foundation & Global Philanthropy at Mattel.

In today’s episode, we’ll explore:

• Key opportunities for organizations that are partnering on content marketing in global markets – and the unique challenges those types of collaborations require to reach new and more diverse audiences
• Key strategies & tactics for rolling out global cause marketing campaigns
• How to differentiate philanthropic opportunities from other promotional partnerships
• How to work together to ensure campaign messaging supports the creative vision of the content it supports
• What made Save the Children the right philanthropic partner
• How Dan & Nancy prioritize their wellbeing

This episode is brought to you by Save the Children.

Links & Notes

• Save the Children’s Website
• Dan Peirce’s LinkedIn
• Mattel’s Website
• Nancy Molenda’s LinkedIn

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• (00:00) - Welcome to Engage for Good
• (02:14) - Introducing Nancy and Dan
• (05:38) - The One Partner
• (09:06) - Advancing Business Goals
• (14:02) - Measuring Value Against Goals
• (19:34) - Worldwide Trust
• (29:31) - Lightning Round
• (37:03) - Learn More