Análisis de la comunicación estratégica en la campaña inclusiva de Barbie Fashionista a través de la publicidad digital.

Abstract

Barbie, a brand that offers dolls, toys and accessories to children, restructures its business model from the need to adapt to an environment in constant social change mediated by digital channels that link and build interpretations of reality. The global icon brand interrupts the aesthetic pattern with which it had worked for years to give way to the Barbie Fashionista campaign that represents the diversity of people's physical and intellectual characteristics, seeking to generate greater identification with the public by breaking stereotypes, and, likewise, positively impact their imaginary. Therefore, in order to communicate this trend, Barbie employs a viable marketing strategy on its digital channels through advertising to convey the inclusive value of the brand, reflect a "bigger vision of beauty" and reach new markets, achieving thus, inclining the purchasing decisions of consumers towards the brand.