Every little girl who has ever dreamed of being an “American Girl” may at least get to make an ad for one.
The Mattel-owned doll brand is inviting girls between the ages of eight and 14 to star in a short video about two of its dolls: Julie Albright from the 1970s and Maryellen Larkin from the 1950s. Starting Aug. 14, girls — with the help of their parents — can submit three-minute videos of themselves reading from the scripts provided. Those shortlisted will then move on to a public voting phase, starting Aug. 31, where fans can vote online for their favorite video finalists. Two winners get $10,000 and a trip to star in the 15-minute video.
“We have millions of American Girl fans, and we know they all have their own story to share,” said Julie Parks, an American Girl spokesperson. “This is yet another way we can fuel that belonging and connection with all girls — and spark their imaginations.”
American Girl has evolved to do more experiential marketing, adding cafes to its stores and doing stunts like personalized covers of “American Girl” magazine for girls. It used crowdsourcing platform Tongal to execute this push.
The new campaign harks back to American Girl’s early heritage, albeit in a digital form. The brand is best remembered for its historical dolls, but in recent years, it has added more customizable products.
Once complete, the short film will be shared across American Girl’s social channels including Facebook and YouTube. American Girl will also debut a digital scrapbook for its newest doll, called “Maryellen’s Nifty ‘50s Scrapbook.” Its fans will be able to explore the ‘50s through this online digital scrapbook told from Maryellen’s point of view through photos, illustrations, video clips, and games and activities.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."