Case Study: Mattel achieves 42% social growth with Tubular Labs

Mattel Turns to Social Video Intelligence to Boost Engagements

Mattel, the global toy brand, needed to stand out in the crowded kids’ entertainment space and better understand what social video content would resonate with different audience segments. To go beyond its own YouTube analytics, Mattel used Tubular Labs and its Tubular Intelligence platform to gain broader video intelligence and inform its content strategy.

Tubular Labs helped Mattel analyze the wider social video landscape, including high-performing formats, topics, audience segments, and creators. This insight guided more effective content testing and iteration, driving 42% overall social growth from 3.3B to 4.7B views in a year, plus a 36% increase in Barbie YouTube views and a 66% rise in Hot Wheels views and engagements, alongside measurable sales gains.

Mattel

Isaac Quiroga

Director of Video Engagement