Case Study

She Should Run

She Should Run, a non-partisan non-profit dedicated to expanding the talent pool of future elected female leaders to help motivate more women and girls to explore leadership opportunities, partnered with Mattel to launch the first-ever all-female ticket: President and Vice President Barbie. She Should Run wanted to use the moment of a presidential campaign to help girls and women envision themselves in public office, and teamed up with SKDK to develop a strategic launch and ensure that their mission was not lost among the Barbie news.


SKDK executed a strategic media plan to craft a compelling narrative of She Should Run and its co-founder and CEO, Erin Loos Cutraro. The plan included drafting op-eds, securing earned media and press drops of the Barbie set to top-tier media, select influencers, and female congresswomen and senators on the hill, all while working closely with Mattel’s executive communication team.


Overall, the campaign generated nearly 8 million media impressions in addition to over 300,000 social media impressions. SKDK secured two op-eds in Fortune and TIME Motto, in addition to hits in top national outlets such as the Washington Post, USA Today, Forbes, Bustle, Babble, the Huffington Post, Yahoo!, Refinery29, Cosmopolitan, PopSugar and more to help continue the discussion of women in political leadership positions.


  • Fortune

    Why All the Women in Congress Are Getting Barbie Dolls Today

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  • Motto

    President Barbie Will Teach Kids that Women Leaders Aren’t ‘Strange’

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  • New presidential Barbie has running mate, too

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  • Barbie’s got a new body – and now Mattel is tackling her other big image problem

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  • Fast Company

    Congresswomen are getting President Barbies today

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  • Washington Examiner

    Barbie running for president

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  • The Huffington Post

    New President And VP Barbies Show Girls Can Run The World, Too

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  • Cosmopolitan

    Barbie Is Going Where No Woman's Gone Before

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  • Refinery29

    Everyone Is Freaking Out Over Mattel's New Barbie

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  • Bustle

    New President & Vice President Barbie Dolls Create An All-Female Ticket In An Awesome, Feminist Move

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  • Yahoo!

    Barbie Is Running for President With Her Female BFF by Her Side

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  • PopSugar

    Barbie Is Inspiring Your Daughter to Be a Leader With Its President and Vice President Dolls

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