MATTEL: BTS DOLL RELEASE
BTS (the k-pop band) has the most powerful fanbase in the world: the ARMY. It's like Beatlemania with social media. And the ARMY loves to create memes using "famous" BTS moments.
So, we took the most popular memes & gifs and remastered them using Mattel's new BTS dolls.
And it definitely got the ARMY's attention.
We sold out in 48 hours after launch
Commanded 3% of the global BTS conversation
Received over 170% more likes than @Mattel’s average post
WITH NO PAID MEDIA.