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What Barbie is Doing Wrong on Pinterest

Penned by Janet Thaeler

Brand on Pinterest: Barbie, the iconic doll from Mattel
URL: http://pinterest.com/barbie
Rating: Pin Down

We’re always looking for examples of brands to use in our presentations. Today’s spotlight is on Barbie, the iconic doll.  She is beloved and hated by many, making Pinterest a perfect match to showcase the essence of this brand.

There’s a song about her that I like to hum when I drive through parts of my neighborhood.

              It’s a Barbie girl, in a Barbie world..

So what happened with Barbie’s Pinterest account? They chose to have the pins represent what Barbie herself would pin. The boards are all fashions that Barbie likes. It doesn’t quite work. The lack of followers and repins is telling.

For one thing – the account isn’t giving any links back to their brand. The only link in their profile goes to their Facebook page. Their links go to other brands. And mostly I just can’t relate to this Barbie.

What should they do instead? Barbie needs to reflect the brand in their boards. They could easily appeal to the Barbie nostalgia and collectors. It’s a perfect fit for the demographics of Pinterest (80% women). I grew up with Barbie as did just about every other woman on the site.

Here are some ideas of what their boards could include:

  • Vintage Barbie – showcasing the most popular or even a comprehensive look at Barbie through the ages.
  • Barbie fashion – pins of popular Barbie outfits and clothes.
  • New Barbie – what’s next or new.
  • Barbie accessories – there are tons.
  • Barbie marketing – a look at various marketing promotions & ads.
  • Barbie art – this could be so fun!
  • DIY Barbie – making your own Barbie jewelry, hats, etc.
  • Barbie in the movies or music inspired by Barbie.

Bottom Line: The Barbie account is too generic. They are using Pinterest as if they are a person rather than representing a brand. This Barbie needs a makeover.