Mattel is trying to revitalise the Barbie brand name. Unfortunately, they partnered with the wrong social media network to connect with their users - LinkedIn.
LinkedIn is an online social platform for professionals to network, advance their career or grow their businesses.
Mattel is a toy manufacturer, attempting to sell a dream to girls and women by creating dolls that objectify women in the form of boxes of predominantly tanned white, blonde bombshells with a penchant for pink.
By choosing an unusual social media platform, Mattel has generated plenty of buzz online. The launch of "Entrepreneur Barbie's" LinkedIn page makes a great little public relations (PR) story but not a big story if they wanted to draw more attention. It's just silly.
To date, Entrepreneur Barbie's LinkedIn page has just over 6000 followers when there are 5855 Mattel staff on LinkedIn. Barbie's LinkedIn page has just 6% of followers that other similar sized brand pages have. A standard company with a size of 5000 employees or more has and an average of 100,000 followers.
Barbie Does Not Represent the Average Women Entrepreneur
Blonde hair, blue eyes check. Bright pink lipstick color check. Incredibly long legs, tiny nipped waist and ample bosom check.
Unfortunately, Barbie does not represent the average career woman or female entrepreneur. Especially so when her play house consists of a nauseating bright pink mansion with likewise accessories more suitable for Paris Hilton than Hillary Clinton.
Wrong target audience
Little girls don't go on LinkedIn although some mums who are working professionals do.
Barbie - A reputable icon for...
Let's be honest. Who would want to be associated with a doll or a marvel action hero toy on LinkedIn - a place to be seen and heard as a professional? Not unless you work in the toy industry.
Would a CEO want to be seen being friends with Barbie an icon that is seen as superficial, unprofessional and childish? Probably not?
Mattel's Next Digital Marketing Step
Mattel's next foray for Barbie in the digital space on Instagram proves to be more relevant to their target audience as they take on fashion week in September.
Barbie's instagram account has close to 35,000 followers today and fashion week starts in six days.
Talk about superficial networking.
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