I can still remember playing with Barbie all the time as a little girl. My (amazing) Dad knew how much I loved it and he made a doll’s house with his bare hands for my collection of Barbies, decorated with wallpaper, carpeting and all the pink furniture I could dream of.
Fast forward a few years (decades 😱), and now we’re all living in Barbie’s world for weeks, thanks to the marketing team that worked on the upcoming Barbie movie directed by Greta Gerwig that debuts in 2 days!
I am #obsessed with this campaign and in honour of this global phenomenon, I’m dedicating this week’s newsletter to Barbs. Barbie indicates a new era in branded filmmaking—in which studio and brand dollars work together for outsized consumer impact both in product sales and box office numbers. As people say, “The devil works hard, but the Barbie movie marketing team works harder.” And we can learn a lot from them.
The campaign has all the plastic and fantastic ingredients to capture your attention. I’m talking about the clever utilisation of one of the most recognisable brand colours worldwide, tons and tons of product partnerships, and even the use of AI and user interactivity. With a $100 million marketing budget, they left no stone unturned and gave us a masterclass in a global, multi-touchpoint campaign.
Every unique characteristic of Barbie has been meticulously explored, from the shape of the foot to the intricacies of the sets and costumes. All to truly bring the pink toys of our childhood to life in a live-action setting. Quoting the famous Aqua song: Life in plastic, it’s fantastic.
With diversity and inclusion at the forefront of conversations, this iconic doll has managed to stay relevant and become a symbol of empowerment, thanks to Gerwig’s narrative that ‘Barbie can do anything’.
This defies the way the Barbie brand was perceived as anti-feminist for years, the evolution personified by the poster “She’s everything, her’s just Ken”. She is a doctor, a president, a mermaid, a princess, a fairy – he’s her jobless boyfriend (we all have that ex who’s a scrub, am I right ladies?). She has a pink convertible and a Malibu dream house – he sits in the passenger seat and stands outside her house waiting for her to show up.
Social media did not disappoint, with memes using the tagline, “She’s everything; he’s just Ken,” to describe what they believe are incredible women paired with lacklustre men. 👀
Another brand that jumped on the Barbie bandwagon was Bumble - doesn’t every Barbie needs her Ken? So to help singles find a date to the Barbie movie premiere this summer, popular dating app Bumble and Warner Bros released a Barbie-themed tool to deliver Barbie or Ken-themed compliments to other users. Not only is this an excellent example of brand partnerships, but it’s also a savvy and organic way to boost ticket sales.
The internet is flooded with images of Margot Robbie in Barbie-inspired couture on pink carpets during the global press tour. I think everyone can agree that the Australian actress is a real-life doll, but Margot truly channels Barbie with her very intentional and stylised poses, that reflect the movement of plastic Barbs herself.
The latest to showcase Barbiecore was Google. Just type in Barbie on Google search. Go on, I’ll wait. Need I say more?
Let’s take a closer look at the strategy and what we can learn. Barbie school is in session and here are 7 key branding takeaways:
🎆 1. Build Anticipation with Strategic Launches
The Barbie team has been very strategic in teasing different elements of the movie through selective media launches. For instance, they started by just revealing the two main stars, then held back details on the plot, and later unveiled more of the cast. This approach builds curiosity and gets people talking. Brands can adopt this tactic by identifying important milestones and channelling resources toward creating buzzworthy launch moments. Careful planning and coordinating all marketing activities helps maximise impact.
💁🏼 2. Leverage User-Generated Content
One of the biggest viral hits from the marketing campaign was the Barbie Selfie Generator. By creating a fun tool that lets people turn selfies into Barbie-style images, the movie tapped into user-generated content and organic sharing. Providing users with such innovative ways to interact with your brand can pay dividends. Focusing on crafting content that sparks an emotional connection can delight your audience and even surprise them.
👥 3. Segment Your Audience for Targeted Outreach
While Barbie has a strong appeal to kids, the marketing also targets adults through nostalgia and inclusive messaging. Segmenting your audience allows for tailored messaging. Barbie has expanded her customer base by tailoring content not just for children, but also adult fans. This highlights the importance of examining target segments and customising brand messaging accordingly. Knowing your key demographics allows you to craft campaigns that align with the preferences and behaviours of each group. Identifying the most valuable segments paves the way for efficient and effective marketing.
🤝 4. Strategic Partnerships Expand Reach
Barbie’s cross-promotions with other brands maximise exposure. Seeking strategic alliances allows companies to expand their reach, especially if you’re starting out. Identify partnerships that align with your brand identity. Collaborations with brands like Aldo Shoes and Forever21 enabled Barbie to expand its visibility. Strategic partnerships leverage shared audiences. In partnership with Airbnb, Barbie is giving fans the chance to experience Barbie Mansion, and with Microsoft, enhancing the gaming experience through the Xbox.
If you’re like me, and most of your social media feeds are an endless stream of stunning interiors, this one is for you. Another partnership that centred around the Barbie Malibu DreamHouse were Architectural Digest. Not only were you, the viewer, invited inside to see all the incredible details that went into this pink palace, as Barbie herself gave you a tour, but you were also given the opportunity to book a stay as a guest and channel your inner Ken-ergy.
🔮 5. Consistent Branding Drives Recognition
Barbie utilises its signature hot pink branding to the Barbie logo font consistently throughout the campaign. This visual identity alignment reinforces brand awareness. Brands should ensure their visual branding aligns across channels, consistent branding like this also boosts memorability.
Imagine the satisfaction of knowing that your brand can be recognised and convey a message without using any written language. Just by a single colour. You don’t have to be a consumer of the brand to recognise that a specific shade of pink represents Mattel’s iconic doll. The Barbie movie marketing team understands this and has cleverly exploited it. A billboard that consists only of a pink rectangle and a date. Yet, we all know exactly what it means.
💸 6. Maximise Value through Strategic Upselling
Limited-edition products and special promotions around the Barbie movie generate urgency and interest. This strategic upselling encourages engagement and sales. Brands can take a similar approach, using time-sensitive offers and early access perks to persuade customers to buy now. Also, leveraging the power of strategic upselling allows you to boost bottom-line value.
🔬 7. Promote a Culture of Innovation Within Your Team
Innovative branding fuels Barbie’s marketing moves. An innovative brand delivers a consistent experience across channels. Barbie Pink is the instantly recognisable colour used consistently across trademarks, packaging and promotions. The minimalist billboards with just the ‘Barbie’ word capture attention. Barbie’s constant new product drops and promos are possible because innovation is encouraged internally. Likewise, building a creative culture empowers your team to think big.
Barbie teaches us that, by understanding the importance of branding innovation, incorporating key elements of an innovative brand, and implementing strategies for effective branding, brands can capture attention, build loyalty, and generate buzz for their projects. Like Barbie, brands can boost awareness and engagement by infusing innovation, consistency, and strategic vision into their marketing.
I know what I’m doing this weekend (hoping the actual film lives up to the hype).
See you next week!
Have a contentful evening 🌚
Emma