7th Heaven
and Barbie
7th Heaven and Barbie Influencer and Media Event (Toronto)
Promote the launch of Barbie and 7th Heaven’s 3 new face masks across Canada.
The Brief:
For the Canadian launch of 7th Heaven and Barbie 3 new face masks, IGO PR was mandated to develop awareness surrounding the product through: Media Relations, Elevated Creative Mailers and Influencer/Media Event in Toronto.
The goal for the event campaign was to create a series of “picture-worthy” moments that would create optimal buzz across the influencers’ respective social accounts without developing paid partnerships.
The Strategy:
IGO PR was engaged in all aspects of the event creation and execution with the goal of creating a “Picnic Style” Influencer and Media Event. From securing the venue, to sourcing all décor elements, catering and on-site activations. This includes: Barbie photo booth, candy station, a DIY bouquet station with the flowers found in the face masks.
The picnic event was by invite-only. 30 of key media and social media beauty and lifestyle influencers were strategically chosen.
Client:
7th Heaven and Mattel Inc
Date:
June 2022
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The Result:
IGO PR garnered 10 earned media stories amounting to over 10.4 million impressions across Canada. Outlets that featured 7th Heaven and Barbie face masks include: The Marilyn Denis Show, CityLine, Holr Magazine, BuzzFeed Canada, The Kit, Clin D’Oeil, Yahoo Canada to name a few.
The event’s success was measured via the amount of social media engagement. Through the 30 guests in attendance, the campaign resulted in over 7.5 million social media impressions across TikTok and Instagram
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