Come on, Barbie. Let’s go to SAIT.

In an effort to capitalize on the cultural frenzy created by the promotion and release of the Barbie movie, SAIT's communications department saw a natural fit between the multi-faceted career woman and our post-secondary institution’s ethos towards upskilling and life-long learning. With Barbie and an iPhone in hand, the social media team selected SAIT’s historic and iconic Heritage Hall as the backdrop for a quick photoshoot.

This organic content was produced the day prior to the movie’s launch with a $20 budget to purchase Barbie — because who doesn’t love a last minute content idea? Posting to each of our social media accounts (Facebook, Instagram, Twitter and LinkedIn) earned 58,658 impressions and a 6.9% engagement rate.

Our top performing post was on Instagram with engagement from close to 2,000 accounts and almost 17,000 impressions. Of the more than 15,000 accounts reached, almost 2,500 were current followers.

Come on, Barbie. Let’s go to SAIT.