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.

Monster High
This Project Involved
Skills
- Powerpoint
- Research
- Storytelling
- Design
- Oral Presentation
Expertise
- Cultural Theory and Analysis
- Children's Media
- Internet Culture
- Social Responsibility
- Psychology
Research Presentation Deck
Topics covered
- A Transmedia Approach
- Responsibilities and Concerns
- Social Content Ecosystem
- Competitor Analysis
- Recommendations
- What is Monster High?
- Mattel & Dolls
- Research
- The Target
- The Goal
- MonsterHigh.com
























































P.S.
I got an A.