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Building The Grand Budapest Hotel out of LEGO bricks created an opportunity to re-engage fans and attract new ones with something grounded in pop culture, something tactile that could be experienced in-person and also shared socially.
To connect with these younger parents, they used social media channels and brand messaging that would resonate with this age group and result in shareable branded content.
By giving Barbie a rallying cry — #Unapologetic — They were able to engage society with the point-of-view: women can be both capable and captivating, generating a conversation around a 55 year-old brand while staying true to Barbie’s DNA.
The Oral-B SmartSeries and app, was leveraged to expand the brand’s influencer universe from personal healthcare to untapped audiences in mobile, technology and gadgets. Oral-B could be the first “bathroom brand” to target these audiences through such an event.
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