In our current social media led world, brands need to be continually monitoring what is being said about them online.
Toy manufacturer, Mattel, recently did wonders for their own brand loyalty by responding to a parent-inspired Facebook page called ‘Beautiful and Bald Barbie! Let’s see if we can get this made‘ for children who have lost their hair through illness or cancer.
The page launched on 20 December 2011 and went viral. Within days it had 2000 fans. Now it has almost 160,000.
In March 2012, Mattel announced that they would produce a bald version of the fashion doll. It will not be sold in stores, but will be distributed to children’s hospitals next year.
Mattel said that it made the “decision not to sell these dolls at retail stores and profit from them, but rather more directly and immediately get these into the hands of children who can most benefit from a play experience with these dolls.”
By listening to what their customers have been saying about them, and – most importantly – responding, Mattel have generated a tremendous amount of brand loyalty.
1 comment
Ted Buckley says:
Jun 10, 2012
I believe Mattel only responded in the way that they did to STOP the social media campaign that you speak of. Considering that more than 20,000 children will be diagnosed with cancer this year, and many more already in the hospital for cancer, HOW FAR ARE 10,000 DOLLS that Mattel is giving away go to help? How many people want these dolls for their kids that don’t receive the give-away ones because they are not in the hospital, but they are not available in stores? How many children are bald because they have Alopecia or Trichatilomania and will not receive comfort from a hairless Barbie doll because there are none in stores? Mattel is only acting to shut people up on social media! And I think their action will do more harm than good. MGA on the other hand, maker of Bratz and Moxie dolls, stepped forward and offered to fill the children’s need for a bald doll and has made 6 bald dolls! They are appearing in stores NOW and a portion of the sale is going to research for the children. Mattel’s give-away doll WON’T EVEN BE MADE UNTIL NEXT YEAR. Mattel is not listening, they are only trying to make social media go away!