In 2016, the world’s most famous doll became more real than ever as three new body types shapes were added to her Fashionista line. To celebrate them and highlight the immortal fashion Icon, H+K Strategies Spain created “Cover Girl”.
The objective of the campaign was to develop a natural media interest about Barbie’s new body types by making the journalist feel part of the project. We created an inclusive initiative and got Spain’s main fashion magazines involved with Barbie: Elle, Harper’s Bazaar, Vein, Neo 2, Telva, Tenmag, Glamour, L’Officiel, Instyle, Smoda and Mujer Hoy designed 32 new looks for Barbie’s new body types.
We worked very closely with all the magazines and managed all their sketches and designs, which we then sent to different local artists that sewed all the dresses, (hand) making all the designs come true.The 32 looks were photographed, creating an exclusive material for the media and, coinciding with the Madrid Fashion Week 2016, the new designs were unveiled and exposed in the shop windows of centric hotel Iberostar las Letras.
Since its launch in May, the initiative has been covered by 29 fashion magazines and fashion websites, reaching a total audience of 14.292.380 readers and a PR Value of 217.993,38€.