Insight

Ultimately, dads just want want’s best for their child and that love is powerful enough to change behaviour.  

How to Play Barbie with Billy Slater

Barbie set us the task of encouraging Australian dads to play Barbie with their child. To do this, we needed to challenge traditional stigmas around masculinity and influence a behavioural shift among dads. So, we partnered with an influencer who could capture the hearts and imagination of dads across the country, and do just that; Rugby League superstar Billy Slater and his young daughter Tyla.

We created a series of short films designed to help dads get comfortable with the idea of picking up a Barbie doll. Each film began with a new tip from Billy Slater before revealing the tip in action. A new episode was posted weekly on social media receiving millions of views and reactions.

PR

News reports, television interviews and dozens of articles, both nationally and internationally helped boost visibility of the campaign. 

New Zealand Extension - ‘How-To-Dad’

To extend the campaign over to New Zealand, we collaborated with ‘How-To-Dad’. With over two million followers, we were able to reach a whole new audience overseas with one simple social-led film.