The most powerful fanbase in the world is the BTS ARMY. Standing 150 million strong and with no language in common, they communicate by creating and sharing BTS memes.

When Mattel asked us to launch their new line of BTS dolls, we knew we had to speak the universal language of the internet. So we took the most popular BTS GIFs and memes and remastered them with our dolls. We even created an iMessage sticker pack to help fans spread the word.

In just 48 hours, the dolls sold out. Soon, fans were creating and posting BTS doll content of their own. By helping fans see them as more than a collectible—but rather as a shared creative tool—we commanded 3% of the global BTS conversation and earned 170% more engagement than Mattel’s average post. All, with no paid media.

200k new followers on Mattel social channels
114M+ organic impressions on Mattel channels
80k+ interactions per organic Twitter post

CDs: Carmen Love + Doris Chung
CW: Caroline Gallalee
AD: Jessica Kemmerling

Webby Honoree: Best Use of Earned Media