Hill+Knowlton Strategies Spain has been working with Mattel for the past 23 years. In 2010 they helped the company launch the Monster High doll range that became an instant hit across the country. By 2011, Monster High had hit the top of the fashion doll market, selling out stocks and generating collective hysteria across the country.
In 2014, to help maintain interest in the Monster High range and capitalise on the huge success achieved in sales, Mattel were keen to move interest from a passing fad to create a youth culture following and ‘evergreen brand’ status throughout Spain.
H+K helped create a huge social media buzz by Monster High partnering Mattel with Spanish girl band Sweet California – an upcoming talent for 2014 – turning Alba, Sonia and Rocío into the new Monster High students for the ‘Somos Monster High’ (We Are Monster High) brand campaign.
The partnership delivered the first ever Monster High song in Spanish, a music video and rich content – that were leveraged through a cross-media campaign enabling multiple touch points for girls to join the story.
By the end of 2014 the campaign had been hugely successful in securing both new and existing target audiences engagement by creating more than 38,800,000 opportunities to see via traditional and social media. Even becoming a top trending hashtag on Twitter on the day of the launch and ensuring iconic brand status in the Spanish market.