Dissecting the marketing strategy of Mattel's Monster High line. 

The Assignment

In 2015 my final Digital Marketing class project at William & Mary's Mason School of Business was a presentation analyzing the digital marketing of a brand of our choice. For me, it was an easy choice to dive deep into my biggest fascination at the time-- Mattel's Monster High doll line. With its brilliant use of transmedia storytelling, unique takes on activism and social issues, and focus on diversity, I had a blast digging deep into how the line worked. This presentation was designed to be orally presented.

Research Presentation Deck

Overview

  • What is Monster High?

  • Mattel & Dolls

  • Research

  • The Target

  • The Goal

  • MonsterHigh.com

  • A Transmedia Approach

  • Responsibilities and Concerns

  • Social Content Ecosystem

  • Competitor Analysis

  • Recommendations

This Project Involved

Skills 

  • Powerpoint

  • Research

  • Storytelling

  • Design

  • Oral Presentation

Expertise

  • Cultural Theory and Analysis

  • Children's Media 

  • Internet Culture

  • Social Responsibility

  • Psychology

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Monster High

Within 3 years, Monster High became a billion-dollar business.

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