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Digital Marketing mattle
June 3, 2019

Mattle – Company behind global toy brands like Hot Wheels, Barbie, Scrabble etc.

Issue

Often children don’t recall  and nag for Mattel products  and  therefore parents end  up deciding based on price.  Since Mattel brands are  premium, they get opted out  by parents and kids don’t end  up getting to play with them.

Intervention

Usage, Attitude  and Behaviour  study

 

Play immersions with kids,  FGDs and DIs with  Mothers.

 

We created an environment to  bring out the real usage of the  product.

.

Impact

We created an annual customer  brand experience property for Hot  Wheels attracting 3,000+ kids in 40  cities and 150 stores

 

Mattel regained share and business  momentum in Hot Wheels which  became the most widely sold toy  car brand in

the country.

 

Mattel developed an aspirational  brand property around UNO and  Max Steel and established a cost-  effective direct-2-consumer  marketing model

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    Aditya Bharadwaj
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    aditya@streakcreative.in

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