The @BarbieStyle Instagram account was created to highlight Barbie's influence in the fashion, art and culture space while celebrating Barbie as global icon in the digital age, mastering the art of Instagram.
Beyond the typical customer and fan of Barbie--including parents, children and collectors---@BarbieStyle delights a global audience with interests across fashion, art, beauty, travel and more, all presented through the lens of the world's most famous doll.
Real-world positioning, cultural relevancy and industry credibility have been key objectives for @BarbieStyle since day one, and those are achieved on an ongoing basis by real-world shoot locations, elevated brand partnerships, real-time event attendance and continuous travel to new locations for the account.
The account currently boasts over 1.6 million highly-engaged followers from around the world. Since its launch in August 2014 @BarbieStyle has attended and posted from multiple fashion weeks, Art Basel Miami Beach, and the Sundance Film Festival, amongst others. On-the-ground location shoots range from Maui to Montauk, Paris to San Francisco.
Through a carefully crafted narrative and realistic photography style, @BarbieStyle has become a leading digital influencer in the fashion and culture space. Content on the account is unique to @BarbieStyle and does not live on any other social media platforms.
All @BarbieStyle content is shot exclusively for the @BarbieStyle account by Mattel. All content is shot to position Barbie in the real-world, from her perspective, and shot to scale. Content is created in a consistent style that does not compromise the Barbie brand or voice.
Captions are written from a first-person perspective, following a constant narrative that is unique to the account and not accessible through any other Barbie marketing medium.
In order to maintain the account positioning, we partner with real-life locations events and brands for the shoots.
Follower growth and engagement on the account have been impressive since launch. Since the account went live, in August 2014, follower rate has grown quickly and steadily. It now boasts over 1.6 million followers, all of which were acquired organically. Further, the account has accumulated over 49.5 million total likes and 554,700 total comments. The #barbiestyle hashtag has been used over 226,924 times on Instagram.
Within the real-world sector and established luxury industries including art and fashion @BarbieStyle is now welcomed as an influential insider. She has attended a range of high-profile event experiences including the Golden Globes, Art Basel Miami Beach, the Glamour Women of the Year Summit and multiple international fashion weeks, museum tours and artist studio visits.
When she attends an event or visits a location, @BarbieStyle posts frequently trend on Instagram as a top post across a geo location or hashtag. When partners regram this novelty content, it is often the most engaged posts on their account, further solidifying @BarbieStyle's status as a leading Instagram influencer.
Based on the expertly produced content shared on the channel, the ever-growing follower count and above average engagement rates, brands are clamoring to partner with @BarbieStyle. Toward the end of 2016, @BarbieStyle began a highly-vetted sponsorship program, where brands, such as Dyson and Ugg, have paid @BarbieStyle as an influencer partner for co-branded content. This will continue in 2017 and allow the account to dive further into different industries and visit new global locales.
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