As a brand, sometimes the toughest hits can come from your critics. Luckily, advertising is a powerful thing, so powerful in fact, that it can positively impact your brand opinion. Barbie dolls often get a bad rap for setting unrealistic body image expectations, however, recent advertising by Mattel attempts to tackle these critiques head on.
To take the attention off of her physical attributes, this ad aims to use Barbie as an intellectual and professional role model for young girls. This ad depicts young girls excelling in professional and academic settings, with Barbie as the inspiration. The concluding message reads: “When a girl plays with Barbie, she imagines everything she can become.” But does this message deliver? Is the statement strong enough to quell the critics? With proper survey design and ad testing, we can assess this ad’s performance and answer these questions.
Know Your Audience
Arguably, real audience for toy commercials, are not the children who are playing with the toys, but rather, the parents who are purchasing them. You can screen for your audience using the following questions. In this case, we would want to screen for parents who have heard of Barbie and have daughters under the age of twelve, the maximum recommended age for Barbies.
- What is your gender?
- Are you the parent or legal guardian of any young girls under the age of 12?
- Are you aware of the Barbie brand? (Unfamiliar, Somewhat Unfamiliar, Neutral, Somewhat Familiar, Very Familiar)
Dive Deeper to figure out their pre-existing opinion of Barbie
- Did you play with Barbie dolls as a child? (yes/no)
- Do your children play with Barbie dolls? (yes/no)
- Barbie dolls are ______ toys for young girls. (Very bad, bad, neutral, good, very good)
- What is Your Current Impression of Barbie? (Check any that apply) [checkbox, randomized]
Open Ended Questions
Ask qualitative open-ended questions upon seeing the video. What was their initial first impression? What emotions did this video make them feel?
- Using just a few phrases, please briefly describe your initial thoughts about this commercial: (open end)
- In your opinion, besides getting you to buy the product – what is the main message of this commercial?
Next, delve into their likes and dislikes to assess whether or not the ad was persuasive enough to change the brand opinion, or increase their likelihood to take action and purchase a Barbie Doll.
Overall, I ______ this ad.
Very much liked
Neither liked or disliked
Very much disliked
How believable was this ad to you?
How relevant was this ad to you?
How understandable was this ad to you?
I would remember this ad:
After watching this ad, you are ________ to consider purchasing a Barbie for my daughter/ loved one.
Much more likely
Much less likely
After watching this ad, you are ________ to recommend a Barbie to a friend or relative.
Much more likely
Much less likely
After watching this ad, what is your current impression of Barbie? (Check any that apply) [checkbox, randomized]
With these insights, you can assess the success of this ad. The results may surprise you! Looking to transform your critics into customers? Spot Trender can help you make positive changes to your brand’s ads. Spot Trender is a full-service ad testing company – we help our clients test their concepts/storyboards all the way to post-produced spots. Contact us now. We’ll work with you to craft powerful messages. You can call us at 800-755-5790 or email us.