The "Governor Barbie" campaign, launched by Governor Gretchen Whitmer, was more than just an innovative approach to brand building, but a significant step toward redefining and challenging stereotypes associated with female politicians.

The objective was to leverage the immense social media traction Barbie was gaining around the release of Greta Gerwig’s movie while reshaping the narrative surrounding the image of female leaders. This was accomplished by dressing up a Barbie doll to resemble Governor Whitmer and having “Governor Barbie” take the helm as Michigan's leader for a day through engaging content across platforms like Twitter, Instagram, TikTok, Threads, and Facebook.