Barbie Role Model Campaign
The Barbie Role Model Campaign is a global initiative launched by Mattel’s Barbie brand in 2015. It aims to honor diverse women who have broken barriers and inspired the next generation of girls through their achievements in various fields. By creating one-of-a-kind Barbie dolls modeled after these exceptional women, the brand seeks to show girls that they can be anything they aspire to be.
Year
2023
Client
Mattel
What did Yuying do?
Yuying has participated in Mattel's annual Role Model casting (mainly responsible for the China region). She coordinated and interviewed the 2023 Barbie Role Model, Li Yinuo, and her team, ensuring the smooth execution of the event from preparation to promotion, achieving a successful outcome.
Yuying was responsible for managing official social media accounts (Weibo, WeChat, TikTok) for Mattel (Barbie). Based on the client's core needs, I planned topics, wrote creative copy, and produced videos. During the internship, she created 15 pieces of content (including copy and videos) with a total of over 50,000 views and over 2,000 engagements (shares, comments, likes).
