Playing with one’s hair is one of the favorite activities of little girls, and Barbie Totally Hair is the best toy that allows them to do just that. Inspired by the best-selling Barbie model in history, the refreshed Barbie Totally Hair line was a brand-new addition for 2021, which we promoted through a content marketing campaign on Instagram.

To achieve this, we partnered with celebrity hairstylist Łukasz Urbański, who became the ambassador of the line. As part of the collaboration, a Barbie Totally Hair vanity station was set up in his flagship salon in Warsaw, where Polish celebrities, models, and influencers, including Kasia Moś, Klaudia Halejcio, and the Gąsiewskie sisters, underwent Barbie-style makeovers. Each transformation was captured in a video, which was then published on social media accounts of the individuals involved.

The culmination of this activation was a social media contest hosted by Łukasz Urbański, where his followers had the chance to win a hair transformation under the expert guidance of the celebrity hairstylist as well as a personalized gift from Barbie and Łukasz Urbański.

SCOPE OF WORK:

• Creative concept and communication strategy for adults

• Acquisition and coordination of collaboration with the ambassador

• Production of video content for social media