Closing the dream gap

Agency: Verizon Media

Mattel wanted Barbie to help close the ‘Dream Gap’, so Verizon Media and Barbie partnered to launch MAKERS in the UK, a women's leadership platform that tells the stories of groundbreaking women today to inspire the leaders of tomorrow. We hosted a Barbie Dream Gap workshop, inviting 16 girls and a host of inspirational and diverse female role models into the Verizon Media studio. We also filmed personal interviews with activist-author Reni Eddo-Lodge, boxer Nicola Adams and model-activist Neelam Gill. With the video series, the Makers site launched alongside a four-month editorial sponsorship by Barbie, all targeted at mums with daughters aged three to nine. The campaign resonated exceptionally well with Barbie’s core target audience of mums of young girls, driving 7.5 million video views with a dwell time of 3:27 minutes, shifting top-of-mind awareness and helping to make Barbie the #1 Fashion Dolls that Christmas.