The Challenge
The Diva Starz doll brand was launched in October 2000. By the third year, market share was falling and a fresh campaign was needed to re-energize the brand. Objectives were to drive sales among target consumers and increase interaction with the brand.

The Solution
An integrated campaign that used SMS to engage consumers and drive interaction across online, outdoor, print, postcards and TV. The ‘Do you Diva?’ campaign positioned the dolls as the ultimate style icons. Consumers were invited to text vote for their ‘Real Life Fashion Diva’ e.g. Kylie, in return for a free Diva ring tone and free fashion tips.

The Impact
During the first 30 days of the campaign sales increased by 43% year on year and Diva Starz became the best selling doll in a leading retailer. Market share in the fashion doll category rose 5% in one month. The campaign was the first to include SMS in a TV campaign and was highly commended in the New Media Age Effectiveness 2003 Awards for best use of wireless/ mobile.