{"id":22495,"date":"2024-12-09T16:22:51","date_gmt":"2024-12-09T16:22:51","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=22495"},"modified":"2024-12-09T20:19:47","modified_gmt":"2024-12-09T20:19:47","slug":"barbie-campaign","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/barbie-campaign\/","title":{"rendered":"How Mattel Read the Room and Reimagined Barbie"},"content":{"rendered":"<h2>Quick Summary<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mattel transformed mounting criticism into marketing gold through strategic cultural awareness.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand perception shifted from fashion doll to empowerment tool through real-world demonstrations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The campaign&#8217;s timing capitalized on broader cultural conversations about gender and careers and has earned over 70 million YouTube views.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Few toys have sparked as much love, debate, and reinvention as Barbie. She\u2019s a cultural icon, a lightning rod for debate, and, as of 2015, a reimagined emblem of empowerment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the \u201cImagine the Possibilities\u201d campaign, Mattel took Barbie from a criticized relic of the past to a modern symbol of girl power.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ad challenged traditional ideas of femininity, celebrated imagination, and redefined how toys can shape aspirations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The result was a viral sensation that accrued more than 20 million YouTube views in its first month alone. The reason? The ad\u2019s central focus wasn\u2019t kids playing with the doll.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, it sold an idea. It reintroduced Barbie as a tool for building confidence and envisioning big dreams and set the stage for the wildly popular \u201cBarbie\u201d movie.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/l1vnsqbnAkk?si=SuDE2IUlSn6oJxZS\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><\/p>\n<h2>Background<\/h2>\n<p><span style=\"font-weight: 400;\">Mattel has been making Barbie dolls since 1959, when she debuted as a shapely, fashion-forward figure. She\u2019s been everything from a fashion model to a business executive to an astronaut.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But over time, Barbie began to feel less like a dreamer and more like a dated stereotype.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Parents demanded more meaningful play experiences for their children. Social media amplified criticisms of gender stereotypes in toys. Competitors launched dolls with diverse body types and backgrounds.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By the mid-2010s, Mattel faced waning sales and growing cultural backlash. They needed to change the conversation\u2014and fast.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They chose not to defend Barbie&#8217;s measurements but to measure her impact on girls&#8217; dreams instead. They positioned her as a powerful tool for storytelling and imagination\u2014a partner in dreaming up big futures.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The bold move paid off. \u201cImagine the Possibilities\u201d gained over 20 million views in its first month, revitalized Mattel\u2019s brand message, and redefined Barbie\u2019s role in a modern world.<\/span><\/p>\n<h2>Campaign Overview<\/h2>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"size-full wp-image-22498 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/little-girl-giving-a-lecture-in-a-classroom-full-of-adults.jpg\" alt=\"little girl giving a lecture in a classroom full of adults\" width=\"780\" height=\"354\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/little-girl-giving-a-lecture-in-a-classroom-full-of-adults.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/little-girl-giving-a-lecture-in-a-classroom-full-of-adults-300x136.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/little-girl-giving-a-lecture-in-a-classroom-full-of-adults-768x349.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><i><span style=\"font-weight: 400;\">\u201cHello. My name is Gwenyth, and I\u2019ll be your professor today.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Imagine the Possibilities&#8221; emerged as a brilliantly simple concept that immediately caught attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ad opens in everyday locations\u2014a university lecture hall, a veterinary clinic, a soccer field. But there was a twist: Instead of adults leading these spaces, young girls are front and center.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A poised girl lectures college students about the brain; another examines a dog with a stethoscope while concerned pet owners look on. One young soccer coach paces the sidelines, barking instructions to her team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then comes the reveal: The professional scenes were products of the girls\u2019 imaginations while they played with Barbie dolls.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ad closes with the tagline, \u201cWhen a girl plays with Barbie, she imagines everything she can become.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This clever reveal ties Barbie to a larger purpose\u2014showing how imaginative play can plant the seeds of confidence, ambition, and self-discovery.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And it worked. The campaign\u2019s thoughtful messaging resonated deeply with audiences\u2014adults and children alike\u2014around the globe.<\/span><\/p>\n<h2>Key Success Factors<\/h2>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"size-full wp-image-22500 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/vet-talking-with-a-little-girl-about-the-cat-on-the-table.jpg\" alt=\"vet talking with a little girl about the cat on the table\" width=\"780\" height=\"354\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/vet-talking-with-a-little-girl-about-the-cat-on-the-table.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/vet-talking-with-a-little-girl-about-the-cat-on-the-table-300x136.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/vet-talking-with-a-little-girl-about-the-cat-on-the-table-768x349.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><i><span style=\"font-weight: 400;\">\u201cI\u2019ll be your veterinarian today. I\u2019m Dr. Brooklyn.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Barbie\u2019s \u201cImagine the Possibilities\u201d campaign was hugely successful for several reasons:<\/span><\/p>\n<h3>Strategic cultural awareness<\/h3>\n<p><span style=\"font-weight: 400;\">The mid-2010s saw increasing conversations around gender equality and breaking societal norms. The campaign aligned perfectly with these cultural shifts, making Barbie relevant in a way that felt fresh and progressive.<\/span><\/p>\n<h3>Authentic documentation<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign captured genuine reactions from both children and adults, creating marketing moments impossible to script. These raw interactions resonated particularly well on social media, where polished content often feels artificial.<\/span><\/p>\n<h3>Perfect timing<\/h3>\n<p><span style=\"font-weight: 400;\">The launch coincided with peak discussions about gender equality and female empowerment. Mattel&#8217;s campaign felt like a natural contribution to an existing conversation rather than a forced marketing message.<\/span><\/p>\n<h3>Multi-generational appeal<\/h3>\n<p><span style=\"font-weight: 400;\">Parents saw their hopes reflected while children found inspiration in confident young role models. This dual resonance created powerful word-of-mouth marketing as families shared and discussed the campaign together.<\/span><\/p>\n<h3>Subtle branding<\/h3>\n<p><span style=\"font-weight: 400;\">Mattel resisted the urge to make Barbie the overt focus of the ad. By prioritizing the girls\u2019 imaginative play over the product, the campaign came across as genuine rather than sales-driven. This soft-sell approach strengthened the emotional connection to the brand.<\/span><\/p>\n<h2>Innovative Elements<\/h2>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"size-full wp-image-22505 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/small-girl-giving-a-talk-to-a-soccer-team-in-a-soccer-field.jpg\" alt=\"small girl giving a talk to a soccer team in a soccer field\" width=\"780\" height=\"353\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/small-girl-giving-a-talk-to-a-soccer-team-in-a-soccer-field.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/small-girl-giving-a-talk-to-a-soccer-team-in-a-soccer-field-300x136.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/small-girl-giving-a-talk-to-a-soccer-team-in-a-soccer-field-768x348.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><i><span style=\"font-weight: 400;\">\u201cHello, everyone. I\u2019m your new coach. My name is Maddie.\u201d<\/span><\/i><\/p>\n<p>What made this campaign truly innovative was its approach to storytelling and cultural messaging:<\/p>\n<h3>Documentary-style reinvention<\/h3>\n<p>The campaign abandoned traditional toy commercial tropes for raw, real-world footage. This fresh approach made the message feel more like a social movement than an advertisement campaign.<\/p>\n<h3>User-generated momentum<\/h3>\n<p>After the initial video launched, it inspired parents to start sharing their own children&#8217;s career role-play moments across social media. These authentic shares amplified the campaign message without additional marketing spend.<\/p>\n<h3>Flipping the script<\/h3>\n<p>Mattel transformed their biggest brand challenge into their core message. Rather than defend or ignore critiques about unrealistic standards, they reframed Barbie as a launch pad for realistic ambitions.<\/p>\n<h3>Real-world theater<\/h3>\n<p>By staging scenes in actual workplaces with genuine professionals, Mattel created a powerful visual connection between play and future possibilities. Each location choice reinforced the campaign&#8217;s authenticity.<\/p>\n<h3>Crossing platforms<\/h3>\n<p>The campaign&#8217;s structure allowed for natural expansion across multiple channels. The core video sparked conversations on social media, inspired in-store experiences, and generated educational partnerships.<\/p>\n<h2>Impact and Results<\/h2>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"size-full wp-image-22506 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/adult-female-and-a-little-girl-using-cellphones-at-an-airport.jpg\" alt=\"adult female and a little girl using cellphones at an airport\" width=\"780\" height=\"354\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/adult-female-and-a-little-girl-using-cellphones-at-an-airport.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/adult-female-and-a-little-girl-using-cellphones-at-an-airport-300x136.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/adult-female-and-a-little-girl-using-cellphones-at-an-airport-768x349.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><i><span style=\"font-weight: 400;\">\u201cI had the most fantastic day in the office.\u201d<\/span><\/i><\/p>\n<p>The campaign became one of 2015&#8217;s most talked-about marketing initiatives, generating massive viewership and sparking widespread conversation.<\/p>\n<h3>Viral reach<\/h3>\n<p>The campaign video garnered over 20 million YouTube views in its first month (27 million as of December 2024), earning acclaim for its empowering message.<\/p>\n<h3>Brand evolution<\/h3>\n<p>The ad\u2019s success helped Mattel reposition Barbie as a contemporary icon. By aligning with modern values of empowerment and inclusion, Mattel transformed Barbie&#8217;s image from a fashion icon to an inspiration catalyst, particularly among skeptical parents.<\/p>\n<h3>Positive sentiment<\/h3>\n<p>By addressing criticisms head-on, \u201cImagine the Possibilities\u201d reignited public goodwill for Barbie and Mattel. The campaign earned praise from media outlets, educators, and parents. Barbie went from being a polarizing figure to being celebrated as an agent of positive change.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" class=\"size-full wp-image-22507 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/people-looking-at-dinosaur-bones-in-a-museum.jpg\" alt=\"people looking at dinosaur bones in a museum\" width=\"780\" height=\"405\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/people-looking-at-dinosaur-bones-in-a-museum.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/people-looking-at-dinosaur-bones-in-a-museum-300x156.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/12\/people-looking-at-dinosaur-bones-in-a-museum-768x399.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><i><span style=\"font-weight: 400;\">\u201cThis is Peter. He\u2019s a triceratops.\u201d<\/span><\/i><\/p>\n<h3>Product evolution<\/h3>\n<p>Following the campaign, Mattel launched the Barbie Fashionistas line, featuring dolls with different body types, skin tones, hairstyles, and physical abilities, reflecting a commitment to inclusivity.<\/p>\n<h3>Business resurgence<\/h3>\n<p>After years of declining sales, Barbie experienced a comeback, with global sales increasing during the 2015 holiday season and continuing to grow in subsequent years, proving the campaign\u2019s impact on consumer perception.<\/p>\n<h3>Industry influence<\/h3>\n<p>The campaign&#8217;s success inspired a broader shift in toy marketing, with more brands focusing on empowerment and potential rather than just entertainment.<\/p>\n<h3>Educational impact<\/h3>\n<p>Barbie transitioned from a fashion icon to a tool for imaginative storytelling and empowerment, supported by initiatives like the &#8220;You Can Be Anything&#8221; series and the <a href=\"https:\/\/shop.mattel.com\/pages\/barbie-role-models?srsltid=AfmBOoqU0xKRBo9ckVLVg37YPoJAeCvBnY2ZdD1WF4NElL1AkYvIABZ3\">Barbie Role Models<\/a> program, showcasing over 200 careers and real-world achievers.<\/p>\n<h3>Cultural relevance<\/h3>\n<p>Mattel\u2019s ability to \u201cread the room\u201d helped position \u201cImagine the Possibilities\u201d at the forefront of conversations about representation and gender roles in play, aligning the brand with the zeitgeist of the time.<\/p>\n<h2>Marketer Takeaways<\/h2>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/pBk4NYhWNMM?si=DlrgNQLKbtXwQlYL\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/center><\/p>\n<p style=\"text-align: center;\"><em>The campaign laid the foundation for the incredibly successful &#8220;Barbie&#8221; movie eight years later.<\/em><\/p>\n<p><span style=\"font-weight: 400;\">Barbie\u2019s comeback holds valuable lessons for marketers looking to craft impactful campaigns:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Listen before you leap. <\/b><span style=\"font-weight: 400;\">Understanding cultural shifts is always good practice, but for the most successful brands, it&#8217;s a survival strategy.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Control the conversation. <\/b><span style=\"font-weight: 400;\">Strong campaigns actively shape cultural narratives rather than simply responding to them.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Authenticity beats perfection. <\/b><span style=\"font-weight: 400;\">Real moments resonate more powerfully than polished productions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Think beyond the immediate win. <\/b><span style=\"font-weight: 400;\">Successful campaigns create long-term opportunities beyond immediate results.<\/span><\/li>\n<\/ul>\n<blockquote><p>Looking to turn your brand&#8217;s challenges into opportunities? Media Shower&#8217;s AI marketing platform helps you read the room and craft campaigns that don&#8217;t just join conversations but transform them. <a href=\"https:\/\/www.mediashower.com\/user\/free_trial\">Click here for a free trial<\/a>.<\/p><\/blockquote>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/11\/two-people-taking-on-the-Go-pro-parachute-challenge-.jpg\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/gopro-million-dollar-challenge-marketing-campaign\/\">How User-Generated Content Fueled GoPro&#8217;s &#8220;Million Dollar Challenge&#8221;<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/11\/liquid-deaths-horror-inspired-soap-ad.jpg\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/liquid-death-viral-marketing-campaign\/\">Killer Clean: The Viral Success of Liquid Death\u2019s Horror-Inspired Soap Ad<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/11\/young-rock-star-playing-the-guitar.jpg\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/workday-viral-marketing-campaign\/\">Inside the Workday &#8220;Rock Star&#8221; Viral Marketing Campaign<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"clearfix\"><\/div>\n\t\t\t\t<\/section>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n","protected":false},"excerpt":{"rendered":"<p>Discover how Mattel\u2019s \u201cImagine the Possibilities\u201d campaign transformed criticism into cultural connection and redefined Barbie for a new generation.<\/p>\n","protected":false},"author":113,"featured_media":22496,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22495"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=22495"}],"version-history":[{"count":14,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22495\/revisions"}],"predecessor-version":[{"id":22545,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22495\/revisions\/22545"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/22496"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=22495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=22495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=22495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}