Barbie Takes VTA

Target Audience: "Hi Barbie!" The Barbie Takes VTA campaign targeted our social media followers and Barbie fans.

Strategy Objective:"It is the best day ever. So was yesterday, and so is tomorrow, and every day from now until forever." The strategy was to feature Barbie, using VTA to get around Santa Clara County and to special events. The timing of the Barbie Takes VTA campaign coincided with Beyoncé's The Renaissance World Tour at Levi's Stadium and Silicon Valley Pride, so she was predominantly featured directing riders to take VTA to these very popular events and destinations.

Situation Challenge: "Barbie in the real world? That's impossible." To stay relevant with our social media audience we want to keep up with trending topics and the current zeitgeist. The Barbie movie had an outstanding summer and we wanted to leverage its popularity to increase awareness of VTA services through social media posts. We've always wanted to say, "Come on Barbie, Let's Go Party!...ah, ah, ah yeah!"

Results Impact: "What can't Barbie do?" Likes, shares, reposts, and follows, we saw it all with our limited, special edition, Barbie social media posts. Barbie was memorable without being overwhelming.

Why Submit: "You're beautiful." "I know." Just like Barbie, this campaign was confident, bold, and fun. We are submitting this campaign because 2023 was the summer of Barbie, and the summer of VTA!