Bald Barbie and the Power of Facebook
- by Matthew McNairy, May 8, 2012
Facebook gets a lot of grief. Despite being the most heavily used social media platform, detractors frequently complain about the ways it doesn’t work. Facebook’s mobile apps and issues with privacy are often at the top of the list. But now and then a good Facebook story peeks out through the cracks in the sidewalk. The story of Bald Barbie is one such case.
The movement was started by a group of women who were bald themselves from chemotherapy or had children suffering from either the effects of treatment or other causes of hair loss like alopecia. More than 150,000 Facebook page Likes later, toy maker Mattel got the hint. The result: Hairless Barbie dolls will be distributed in 2013 to children’s hospitals.
As always, a few detractors are complaining that the dolls won’t be available through retail stores. That’s just negative thinking – Mattel is doing this right. The target market for the bald Barbie’s is not your typical Toys R Us shopper – it’s the kid going through a difficult time in her life. Directing their efforts to hospitals makes the most sense.
An added bonus: Now the movement has legs. A Facebook page is also up encouraging Hasbro to create a similar GI Joe product for boys.
In the past, organic write-in campaigns took years to gain attention. Social media has changed the timeline. It’s because of Facebook that the bald Barbie campaign has achieved its current level of success.
What other causes do you think would benefit from a strategic use of social media?