UNVEILING THE BARBIE-CORE MOVEMENT:  HOW WARNER BROS. MASTERED THE

ART OF MARKETING

In recent times, a captivating trend has taken over the world — the Barbie-core movement. The cotton candy-colored fantasy, "Barbie," produced by Warner Bros. and Mattel, has become an undeniable cultural touchstone, thanks to its vibrant marketing campaign. 

The movie's marketing team spent over 18 months orchestrating an extensive and far-reaching campaign, generating a tremendous amount of excitement surrounding the film, with rumors circulating about its $100 million budget. While not all businesses may have the means to allocate such a substantial marketing budget, there are still valuable insights to be gained from the Barbie movie's marketing tactics.  We are here to explore the magic behind turning a plastic icon into a blockbuster success and reveal valuable marketing lessons for businesses.

THE BIRTH OF A PHENOMENON: 

The journey of "The Barbie Movie" into the hearts of millions began with teasing the audience with glimpses of Barbie in her iconic Corvette and showcasing the vibrant Dayglow outfits of Margot Robbie and Ryan Gosling to ignite excitement surrounding the movie and create a conversation.

Embracing Barbie's iconic pink was a crucial aspect of the marketing campaign, with hot pink billboards, famous city monuments lit up in pink, Barbie bus stop benches, and Barbie-themed TV ads. As the concept of "Barbie-core" became a fashion and cultural trend, the use of pink captivated audiences worldwide, creating a strong association with girl-power and nostalgia. Even Google turned pink when users searched for the movie, embracing the power of pink and sparkles!

BALANCING EARNED AND PAID MEDIA: 

Warner Bros. cleverly balanced earned and paid media strategies. By releasing breadcrumbs to stimulate curiosity and leveraging social media to generate organic excitement, the movie gained widespread awareness even before its release.

The marketing team recognized the power of social media and online engagement in reaching diverse audiences. By leveraging platforms like Instagram and TikTok, Barbie created targeted campaigns that resonated with different cultural communities. 

The Barbie Movie has experienced a significant surge in popularity over the past few months. At the time of writing this post, the hashtag #barbie currently occupies the top spot among TikTok trends in the U.S. for the last 30 days. On TikTok alone, it has been featured in a staggering 2 million videos, and its global views have reached an impressive 25 billion in the past month. The peak of this interest occurred on the 23rd, just two days after the movie's release.

THE BARBIE SELFIE GENERATOR: FOSTERING EXCITEMENT AND COMMUNITY 

The Barbie movie capitalized on the nostalgic sentiments held by numerous adults towards the Barbie brand. Strategic partnerships and brand collaborations played a crucial role in the campaign's success. With over 100 collaborations with brands like Airbnb, Crocs, and NYX Cosmetics, they pushed the movie into unexpected corners of everyday life, making it a cultural phenomenon.

Several exciting Barbie-themed experiences were made available to the public. For instance, lucky individuals had the opportunity to stay for free at the real Malibu Barbie Dreamhouse through Airbnb. A 21 Barbie Dream Cruise was organized in Boston, offering attendees a night of dancing and giveaways. For those willing to pay, the World of Barbie exhibit in Los Angeles provided access to interactive worlds like the Barbie Dreamhouse and Interstellar Rocket. Additionally, there was a Barbie-themed hotel in Malaysia and pop-up cafes in Chicago and New York City, featuring Barbie-inspired food, decor, exclusive merchandise, and even a roller-skating rink in Chicago. 

THE BOX OFFICE TRIUMPH:

The extensive effort invested in the marketing campaign paid off spectacularly, with "Barbie" exceeding box office expectations, becoming the fourth-biggest box office success in history, and marking the biggest collective box office turnout of the pandemic era.

KEY TAKEAWAYS FOR MARKETING SUCCESS:

The Power of Branding: Establish a strong brand identity that resonates with the target audience to create engaging content and foster connections. Harnessing the Potential of Digital Marketing: Leverage social media, influencers, and digital platforms to reach wider audiences and build a thriving online presence.

Thinking Outside the Box in Advertising: Seek innovative partnerships and unconventional opportunities to promote products or services beyond traditional avenues. The Emphasis on Compelling Storytelling: Invest in quality content that tells a story and emotionally connects with consumers to capture their imagination.

CONCLUSION:

The "Barbie" marketing campaign exemplifies successful strategies that turned a film into a global sensation. It capitalized on branding, digital marketing, creative advertising, and compelling storytelling to achieve remarkable success. Warner Bros.' ‘The Barbie Movie’ serves as an inspiration for businesses aiming to reach new heights and establish lasting connections with their audience. The carefully crafted digital marketing strategy extended the movie's impact beyond theaters, resonating with diverse viewers and fostering a sense of belonging. By embracing digital engagement and community building, Warner Bros. achieved both box office success and a meaningful relationship with its audience.

Author: Þorgerður Sól Ívarsdóttir