Influencer Campaign Activation:

Barbie World x YouTube Shorts

• Creative Briefing
• nEGOTIATION
• contracting
• Execution & Content
• Go-Live + Analytics

5 Days

in just

Overview

I'm bad like the Barbie

Influencer marketing is what we live for, and when YouTube approached us, in collaboration with our strategic partners at Shareability, to illuminate their Shorts platform, we were eager to work our magic. Collaborating with Nicki Minaj and Ice Spice, the dynamic duo behind the hit "Barbie World," featured in the upcoming Barbie movie starring Margot Robbie, we set out to create a viral sensation on YouTube Shorts.

Our secret ingredient? Nine incredible influencers who would not only join the trend but also inspire their audiences to dive in and create their own interpretations.

Challenge

Our mission presented a multifaceted challenge, expertly handled in partnership with Shareability, encompassing 3 critical points:

  • Identifying the Trend and Influencers: Shareability, with their expertise in recognizing emerging trends and influencer selection, took on the formidable task of discovering the perfect trend that would seamlessly align with the "Barbie World" song, resonating with the audience and having the potential to go viral on YouTube Shorts. They also played a pivotal role in selecting the influencers who would be the perfect fit for the campaign, ensuring that their appeal aligned perfectly with the campaign's goals.

  • Contracting and Negotiating with Influencers: The Sulfur Group, on the other hand, managed the intricate process of contracting and negotiating with the influencers. This crucial step involved ensuring that the influencers were on board and aligned with the campaign's objectives.

  • Execution and Decoding the Program: Execution was at the heart of the challenge. We needed to execute the campaign flawlessly within a tight 5-day timeframe. Sulfur was instrumental in decoding the intricacies of YouTube's "Trending on Shorts" program and ensuring that the campaign was executed with precision and creativity, all while keeping a watchful eye on the budget. This multifaceted challenge demanded rapid execution, comprehensive understanding of the platform, and a creative approach to ensure success.

Solution

Our partnership with Shareability empowered us to strategically navigate these four crucial folds of the challenge. Shareability's expertise in trend identification and influencer selection ensured that we started with the perfect building blocks for success.

Moreover, The Sulfur Group's role in contracting, negotiating and management of the influencers was instrumental in ensuring that the chosen influencers were not only a great fit for the campaign but were also fully committed to its success.

Our unique approach extended beyond merely getting influencers to participate; we inspired their followers to join the viral wave, posting their versions on YouTube Shorts. Additionally, The Sulfur Group provided guidance to the creators (40% did not initially understand the program) to ensure they comprehended the nuances of the Trending on Shorts program, guaranteeing a seamless partnership.

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The Numbers

5 days 🏎️

In a YouTube race against the clock, we revved up the fun factor in just 5 days! 🚀

9 creators 🎨

This campaign revolved around the talent and creativity of nine exceptional creators and each one brought their unique flair.💡

13% Savings 💰

In a world where marketing budgets are often stretched thin, this cost-efficiency was a game-changer! 💸

19.7M views 🌟

With 19.7 million views, our YouTube Shorts campaign turned into a viral sensation across screens! 🌠📈

42.6m fans 🤩

These weren't just numbers; they represented a vast and engaged audience eager to join the Barbie World trend. 🙌

767K reach 🔥

The reach soared to an impressive 767,000, proving once again that our influencer-driven strategies are effective! 📣

1.1M clicks 👍

With a jaw-dropping 1.1 million likes and shares, our YouTube Shorts campaign became a digital hit. 🎉

36 pieces 💃

We created 36 deliverables across:

  1. YouTube Shorts

  2. Instagram Stories

  3. YouTube Community Posts

pink-infused glamour and unstoppable energy

in the Spotlight

Creator Content

We shine a spotlight on the talented influencers who were the driving force behind our YouTube Shorts campaign. You'll get an up-close look at their captivating content, each with metrics that showcase their impact. From views that soared into the millions to likes and shares that lit up the screen, this showcase is a testament to the power of influencer marketing. Explore how these creators made the Barbie World trend come to life and left their mark on YouTube Shorts, turning it into a hub for viral content and creative expression.

Talent Roster

Engineering Social

Engineering Social

driving social conversation and sentiment in ways no one can.

Let’s ignite your brand

Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.