Layla Lusby
Barbie's Pink Jeep
A little bit of backstory-- As long as I can remember, my dad has owned a 1986 Suzuki Samurai and promised (threatened) that when I learned to drive he would have it painted pink and it would be mine. A few years too late, but just in time for the release of the Barbie movie, he had it wrapped bright pink with the Barbie logo on the side. It got some notoriety around the neighborhood so I started an Instagram page for it.
Role: Social Media Manager Barbie
Role: One Woman Show
Role: One Woman Show
The Mission
Unlike typical brand work, there wasn't really a goal for increasing sales or consumer awareness. I wanted to make a page to promote fun and positivity in my neighborhood. Inadvertantly, I wound up doing a lot of movie promotion, but that wasn't the original intention of the account.
Social Engagement
During the release of the Barbie movie lots of people went out in costume, I capitalized on this by marketing the jeep as a photo op spot. I made printouts with links to the Instagram account and directed people who took photos with the car to tag us. In turn, they were featured on the account, which can be seen on the story highlights.
Pop-Ups
The car made appearances at movie theaters, a baby shower, a halloween parade, and collaborated with a locally owned hair salon. These were booked through and because of the social media page, and all attendees of these events were encouraged to post and tag the car on social media.
The Moral of the Story
This was my first experience with social media management. Through the pink Barbie jeep I learned a lot about creating a voice online and digital engagement. I had a lot of fun with the peppy and bright pink posts, but the best part was getting to see everyone having fun, dressing up, and embracing a part of childhood a lot of us share.
