Overview

Phillips was interviewed by a journalist at The CMO for an article titled, "The Incredible Campaigns Marketing Executives Wished They Thought of Themselves".

Piper's response below:

Piper Phillips serves as the Director of Marketing at Tru, where she has brought her expertise and commitment to authentic engagement to the forefront over the past year. She also operates as an independent contractor, specializing in brand strategy and sales. Beyond her professional pursuits, Piper dedicates herself to a passion project on TikTok. Here, she empowers women by providing valuable insights and guidance in the realms of networking and confidence-building.

Her favorite part of being Director are “the partnerships and getting the brand out there in a more creative and IRL way.” So it came as no surprise when she said, “the Barbie movie campaign lit me up.” They took an omnichannel approach, showing up in every single aspect of their audience’s life.

“With partnerships including (but not limited to) Zara, Forever 21, Gap, NYX, Béis Luggage, Alex and Ani, Cotton On, Joybird, Crocs, Pinkberry, Fossil, Ruggable, and Aldo, Barbie went through every vertical.”

In addition to their incredible partnerships, Barbie was scrappy and “focused on pop ups and experiences with other brands, increasing their virality.” This was really shown in their collaboration with Airbnb. They took over a Malibu beach house, transforming it top to bottom into Barbie’s Malibu Dreamhouse - Ken’s Way.

Barbie and Airbnb invited individuals like John Legend and Chrissy Teigen with their family to stay in the house to experience Ken’s Way. Their “strategic approach to picking influencers to go there maximizes their impressions!”

“You can’t have a boring photoshoot in the studio and expect it to do well on social.”

Piper is taking this to heart when it comes to marketing at Tru. While you may not have millions of dollars to pump into social media, you can be scrappy and creative in your approach. For a D2C brand like Tru, that may look like a pop-up event where influencers take video content and that video content becomes paid social.