Celebrating the Spirit of American Girl Through Education & Registration.
Known for its devotion to celebrating young women around the globe, American Girl (AG) wanted to create anticipation and an unprecedented hype for its Girl of the Year launch in 2014. To see this vision through, AG needed an agency that understood the scope of their vision. To ideate and develop a long-term interactive experience, they depended on RDI Ablaze to engage their audience of young women, drive traffic, and cultivate repeat customers.
How do you interact authentically with an audience made up of teenage girls? Introduce the “Anna Hart School of Arts”, an interactive learning institution with activities focusing in fashion design, acting, music, and modern design. With online and offline accessibility, users can register at the beginning of each month when a new “classroom” would unlock never before seen videos and games.
Every sign is translated as an entry in to a sweepstakes where the grand prize comprised of a trip for four to New York City with tickets to the American Ballet. Furthermore, we leveraged the log in capabilities to be multi-functional so AG could use log in input to access consumer data.
With this interactive initiative, American Girl reached over 110,000 girls. By focusing on a streamlined user experience, the platform successfully inspired long-term engagement through online and offline activities all while creating a meaningful connection with the target audience. This elicited long-term results as consumers got to know the 2014 Girl of the Year, and resonate with her story, interests, etc. Due to the success of this campaign, American Girl hired RDIA to develop “Dance Jams”, an online initiative that empowered girls to upload videos of choreographed dances.
"Young girls love American Girl Dolls and what better way to make the experience more memorable than to engage through education."
- JEANETTE JUETTEN, GIRL ONLINE CONTENT MARKETING MANAGER