GoSpooky x Barbie x Snap
Barbie
Social Campaign
Can global landmarks get a whole new look?
Inspired by Margot Robbie and Ryan Gosling's movie looks, we introduced AR try-on features where users could wear iconic outfits virtually. Alongside this, we brought global landmarks to life by transforming them into Barbie-themed dollhouses, letting users experience the magic on a massive scale.
WALK WITH US
Our Approach
Inspired by Margot Robbie and Ryan Gosling's movie looks, we introduced AR try-on features where users could wear iconic outfits virtually. Alongside this, we brought global landmarks to life by transforming them into Barbie-themed dollhouses, letting users experience the magic on a massive scale.
LET'S GO IN-DEPTH
Our Process
We chose some of the world's most recognisable landmarks — such as the Statue of Liberty, the Eiffel Tower, Tower Bridge, and the Sydney Harbour Bridge — and turned them into larger-than-life Barbie experiences. Each location became a global hotspot for fans to immerse themselves in Barbie's pink world, with real-time AR interactions via Snapchat.
HOW DID IT GO?
The Results
This worldwide AR activation garnered nearly 50 million impressions. The campaign exceeded engagement benchmarks, with share rates of up to 2% in top-performing regions, surpassing the average AR interaction rates of 1.1-1.5%.
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