Today, more than ever, companies in Brazil have come to prefer linking their brands to entertainment content than making ads or commercials for television. The government does not impose many restrictions on this. There is only control of the language used, which needs to be appropriate for the age group.

Our new strategy to create this fantasy world was to present a way for visitors to feel like the doll themselves, entering a life-size box.

Our goal was to get Barbie fans to actively participate in the exhibition, spreading the photos they took on social networks, leading to spontaneous media and increasing the flow of people there.

The initiative led to 63% growth of the shopping mall's Facebook fan page. We obtained over 105,000 visits to the shopping mall’s site during the initiative’s first two weeks, in addition to visitation that surpassed 102,000 people. Over 20,000 photos promoting the exhibition made their way onto the social networks and coverage was given by the state's main media sources. Now the Barbie box, which originally was intended for Porto Alegre alone, is going to tour all of Iguatemi’s malls in Brazil.