Pinks, Pearls, and a Powerful Strategy: How the Barbie Movie Took over the World.
Dive into the strategic and genius marketing manoeuvres behind the highly anticipated Barbie movie. From iconic brand elements to social media savvy, here's how Barbie is ruling the marketing world.
Remember Barbie? Of course, you do! For the past four months, she’s been leaving her glossy, high-heeled footprint on the marketing landscape, proving it’s still her world and we're just living in it.
The first-ever live-action Barbie movie is officially hitting the screens on July 21st. And people (adults, mostly) are going nuts! Credit goes to the daring, grown-up-flavored marketing that's hooked everyone. Our dearest childhood companion isn’t pulling any punches on this campaign. Social media savviness, an A-list cast, clever teasers, strategic partnerships, AI integrations - Barbie’s thrown the entire marketing playbook at it.
Let's dive into the rosy ocean of marketing tactics employed by one of the world's most enduring brands.
Barbie the Movie, on Instagram: “The cast of #BarbieTheMovie painted the town pink at the European Premiere in London 💖”
I. Embracing the Iconic
Let's be real. The only introduction Barbie needs is her signature pink hue. Selling around 100 dolls per minute and gracing our screens in 40 movies since 2001, Barbie is no stranger to the spotlight. Her marketing team knows it, and they're playing the nostalgia card to the hilt.
From the get-go, the campaign's palette is awash in that unmistakable Barbie pink. A single, all-pink billboard with a date was all it took to send fans into a frenzy about the July 21st movie release.
II. Harnessing the Power of Partnerships
Barbie's never been one to shy away from a stunning outfit or a fancy house, and the movie’s marketing keeps up with that legacy. The film boasts more than 100 licensing deals, transforming our world into Barbie's world, one collaboration at a time.
From the Pink Malibu Dreamhouse (courtesy of Airbnb):
To some fashionable flings with GAP, Forever 21, and others:
GAP: “You *know* we had to get Barbie™️ in her own logo hoodie at some point during this collab. ✨”
Forever 21: “#foreverbarbie outfit inspo 🌊☀️💗 which one is your fave?”
She’s even got her sparkling white teeth in the toothbrush game:
MOON: “if you're reading this--the algorithm knows you well 💖 shop your new Barbie™ The Movie x MOON brushing routine”
III. Slaying the Social Media Scene
Barbie knows her crowd, and she speaks their language: memes, posts, and viral challenges. The team’s social media prowess shines through the dedicated @barbiethemovie Instagram account. Since its inception in December 2022, it's raked in almost a million followers with a clever mix of cast snapshots, event highlights, merchandise shoutouts, and hype-building testimonials.
On TikTok, Barbie's got her own challenge. The nostalgia-powered #Barbiethemovie tag has racked up over 121 million views and garnered over 2 million UGC within 48 hours, thanks to clever use of AI.
Barbie the Movie: “My crush: 👋
Me: 😦”
Note @SnakeySnake’s comment 😂
IV. Innovating with AI
Barbie isn't just a pretty face; she's tech-savvy too. Leveraging the ongoing AI trend, she's introduced a Selfie Generator, which allows fans to take snaps with their favorite doll, movie posters, and more, all from the comfort of their own homes. This easy-to-join marketing marvel has already produced over 2 million pictures. Make that 2 million, and one:
V. Wrapping it Up
The Barbie Movie's marketing spectacle is a sweet, pink dream for marketers. While Barbie hasn't necessarily reinvented the wheel, she's certainly painted it pink and taken it for a whirl.
