Mattel International Co., Ltd.
PR for the “Barbie Icons -Shaping our World-” Awards Ceremony
- 活動期間：
- March 2026
“Barbie Icons -Shaping our World-” was held as an awards ceremony spotlighting women who will serve as role models for the next generation, under Barbie’s brand message, “You Can Be Anything.”
Planned with the aim of communicating women’s diverse ways of living and potential within a social context, this PR initiative sought to embed the brand message through media exposure.
We managed the project end-to-end, including casting proposals based on the event concept, venue selection, production, media outreach, event operations, and securing exposure.
背景
● Venue strategy and internal project coordination based on social context
From the perspectives of alignment with the award concept themed around women’s empowerment and social relevance, we proposed holding the event at a women’s university.
Through collaboration with multiple internal divisions, we made it possible to hold the event at Jissen Women’s University.
施策
アイデア
● Advancing casting by leveraging established relationships
While coordinating with relevant stakeholders, we advanced casting in line with the event concept.
We successfully secured the presenter and main award recipient, contributing to increased buzz around the event.
成果
● Media outreach and TV coverage secured in a short timeframe
Despite the limited outreach period, with invitations sent one week before the event, we secured coverage from 20 media outlets.
In addition, through post-event outreach using official materials, we obtained coverage on "Oha!4 NEWS LIVE."
