CASE STUDY
Barbie
YouTube Channel
Driving channel growth through performance-driven creative, thumbnail optimization, and brand-consistent content systems.
Role: Digital Marketing Designer
Company: Mattel / Barbie Brand
YouTube CTR Increase
15.5%+
in first 90 days
High Exposure
150M+
total views
Visual Strategy
logos, banners, & thumbnails
Data-Informed
weekly performance
The Challenge
Create high-volume, high-performing thumbnails for a globally recognized brand while balancing creativity, consistency, and performance.
What I Owned
Thumbnail strategy, A/B testing, weekly analytics reviews, logos, channel graphics, promotional assets, and overall video content look and feel.
The Outcome
Delivered a 15.5% CTR lift in the first quarter through data-informed creative iteration and brand-consistent execution.
PROCESS
1
Analyze top and low performing videos
2
Develop creative hypotheses
3
Design and test
thumbnails/assets
4
Report learnings and
iterate weekly
Reviewed metrics to identify patterns and opportunities.
Formed design and messaging hypothesis based on insights.
Created variants and A/B tested to validate performance.
Shared results, documented wins, and refined the approach.
THUMBNAIL STRATEGY
Designed thumbnails for maximum visibility and click-through rate. Each thumbnail is crafted to stand out in a crowded feed while staying true to the Barbie brand.
Bright character focus
Readable logo treatment
High emotional expression
Series specific direction
BRAND SYSTEM & SUPPORT ASSETS
A cohesive brand system and supporting assets ensure consistency across thumbnails, banners, logos, transition videos, and promotional materials.
MORE EXAMPLES
MORE CASE STUDIES
Ecommerce Growth
Shopify and Amazon
Built and launched Seatcraft's first Shopify site, generating $70K+ in organic sales in the first 3 months.
Integrated
Campaigns
Designed high-performance email campaigns that drive engagement, site traffic, and conversions.