Barbie’s Dream Gap Project

Barbie has launched its Dream Gap project, which aims to teach girls that they can pursue whatever careers and hobbies they desire, regardless of the gender stereotypes attached to them. This project includes Barbie making dolls portraying job fields that have historically been male-dominated.

To advertise its campaign and the products attached to it, Barbie has taken to social media. It posts relatively the same things on its Twitter and Instagram; these posts explain what the project is, why it is important, and how parents can support their daughters. The most important way Barbie is advertising its campaign is by increasing its posts on Vlogger. Its vlogs consist of animated stories in which female characters talk about how to not be held back and then show young girls what they can achieve.

To improve its social media, Barbie should post more content about how their Dream Gap project is actually helping girls in real world situations. I have only seen them do this once in an Instagram post that featured a 7-year-old who started a certain group and was given a scholarship by Barbie. If they had more stories like this, their campaign would be more persuasive and the brand would subsequently be more profitable/influential.