Barbie Key Account Retailer Overlays

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Customized retailer campaign overlays drive support and engagement

When investing in a national campaign, generic marketing offers aren’t enough for key accounts to give a brand all the support they can. To level up the engagement of a company’s best retail customers with incremental feature and display support, brands must do more. Key account retailer overlays are the answer.

Case in point, Barbie sales increased over 20% with the execution of the national Be Anything program, thanks to the specialized key account retailer overlays created for each critical retail partner.  The national TV-advertised umbrella campaign offered consumers rewards for participation in a contest, while in-store engagement was ensured by creating shopper marketing programs specially tailored for key accounts like Target, Walmart, Toys “R” Us and more.

Each key account program offered the retailer special rewards, limited-edition SKUs, and other niceties that helped each one stand out from their biggest competitors, so that customers could decide which offer was most appealing.

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