Imagining Barbie's Loyalty Program -- A Roblox x Shopify x Flaunt Experience
Barbie, the iconic doll that has enchanted generations, is no stranger to evolution. She has continued to transform her image since her release in 1959, having been portrayed in 250+ careers and venturing into many mediums.
In July of 2023, Barbie made her metaverse debut with the release of Barbie Dreamhouse Tycoon on Roblox. To date, there have been 42.7 million visits to the Barbie experience on Roblox. BUT Mattel has no idea who they are.
With the help of Flaunt’s first-to-market Roblox integration, Mattel now has the tools at their disposal to launch integrated campaigns that create a more cohesive consumer experience across channels, and support various Mattel business objectives.
We’ve imagined such a campaign below, combining…
- Barbie Dreamhouse Tycoon (branded experience on Roblox)
- Mattel Creations (ecommerce destination for exclusive, collectible Mattel toys)
Here’s how it works
Mattel offers the millions of Barbie fans on Roblox a free Barbie Signature Membership on Mattel Creations (valued at $9.99/year) once they complete a few steps.
1. Log In or Create Account on Mattel Creations
Prompting Roblox fans to sign-in or create a membership account with Mattel could drive a tremendous volume of new members and also increase the data Mattel has for existing members. With a more accurate picture of its Roblox fan base, this rich customer data would enable Mattel to run personalized campaigns tailored to their Roblox audience and track their engagement.
2. Collect All Five Barbie Dreamhouse Tycoon Badges
Requiring fans to collect badges and validating that ownership creates a compelling event to incentivize increased brand engagement. Not only would Mattel collect data from each connected Roblox account but it would also drive continued engagement and in-game sales as fans attempt to collect each badge.
3. Upload a Picture of Yourself Dress in Barbiecore
Asking member to upload a photo dressed in Barbiecore not only capitalized on the buzz around Barbie The Movie, but it also builds a library of rich User Generated Content for the Mattel to repurpose on social media, email, website, or even within their loyalty experience to create buzz among members.
4. Tangible, Integrated Rewards
A strong incentive not only compels fans to participate but it can also drive Roblox attributed revenue outside of the experience. An Creations.Mattel.com integrated reward, like 1 FREE Year of Barbie Signature Membership Program, gives Mattel the opportunity to promote a specific product, increase online sales, and even offer Roblox exclusive products.
The Results? A better fan experience and $1m+ ROI unlocked for Barbie
Barbie Dreamhouse Tycoon’s release on Roblox stands as a testament to the brand's ability to adapt and captivate new generations. By harnessing the power of Roblox, Flaunt, and Shopify in an integrated, virtual loyalty adventure outlined above, Mattel can redefine the way fans interact with Barbie, drive continued success, and track and monitor the revenue impact of this unique cohort of customers.
42.7 million people that have visited the Roblox experience and 126,000 fans that have favorited it! If Mattel could drive 125,000 fans to complete the Barbie campaign via the following steps:
- sign up for My Mattel Rewards
- log more hours of engagement to unlock all the badges
- purchase more virtual avatar items
- submit user-generated content
- purchase products on creations.mattel.com
That would yield a whopping $1 million of incremental ROI!*
The Takeaway: Flaunt Unlocks ROI on Roblox
Developing immersive experiences is a significant investment for brands like Mattel — if you’re going to make the leap, you might as well link the experience with your core business to provide the most compelling experience for your fans and unlock the maximum ROI for your business!
Let’s go Barbie.
* Note: The $1 million ROI calculation is based on the following assumptions: (1) 125k new verified emails/sign ups to Mattel Creations is ~$250k value ($2 per verified email), (2) 25k incremental engagement hours is ~$50k value ($2 her hour engaged), (3) 25k incremental avatar items sold is ~$25k value ($1 per item), (4) 125k pieces of user-generated content is ~$125k value ($1 per piece of 1st party content), and (5) 12.5k purchases on creations.mattel.com is ~$625k value ($50 per purchase), totaling $1.075m.
