It’s undeniable that Barbie has become one of the biggest cultural moments of 2023. Everywhere you go right now, it's Barbie-mania!
The team at Agency Guacamole had a chance to enter the Barbie-world, when our client Tangle Teezer announced it was partnering with Barbie to send out a Barbie-inspired mailer–and that AG would get the opportunity to bring this pink-tastic project to life.
“It seems like everywhere you look these days it’s Barbie time all the time,” noted Agency Guacamole’s Principal and Founder Bilal Kaiser. “I’m beyond thrilled that we were able to partner with our friends at Tangle Teezer to create an experiential mailer moment that connects with beauty creators and Barbie fans alike in a fun, quirky way.”
Physical mailers are a big part of many brands' influencer marketing strategy. At AG, we know the value a well-executed mailer can bring to a brand campaign–we send out thousands of mailers and sampler boxes across our clients to support new launches and special moments. With more and more brands looking to be seen on social media and stand out when connecting with editors, creating a unique package with thoughtfully curated contents is key to ensuring that you won’t fall flat.
Leading the Tangle Teezer x Barbie Mailer campaign was Danyi Zhang, our Influencer Partnerships Manager. Danyi has worked on a ton of mailer campaigns, but this project has been extra special just due to the attention Barbie is getting right now.
“Leading this Tangle Teezer x Barbie mailer project has been an incredibly rewarding experience,” noted Danyi. “The team was inspired by the classic Barbie doll packaging and wanted to recreate a mailer box that exudes nostalgia and captures the essence of Barbie’s iconic image.”
The Tangle Teezer x Barbie mailer resulted in a gorgeous box that resembled the well-known Barbie packaging, making it possible for recipients to see exactly what they were getting due to the “window” feature, just like a Barbie doll box.
The boxes were sent to a range of social media influencers across categories, with each package containing a variety of Tangle Teezer products plus two Tangle Teezer x Barbie Detangling brushes. With so many influencers wanting to be a part of the Barbie moment and being true fans of Tangle Teezer, AG has already seen how this labor of love is connecting with influencers.
“So far, we’ve received great feedback from our mailer recipients, and we were thrilled to see all the exciting social content surrounding this collaboration,” added Danyi.
Check out some of the love on social for the Barbie x Tangle Teezer collab below:
