A Marketing Masterclass From Barbie's Marketing Team...
Barbie's marketing team worked overtime to launch their latest movie. I haven't seen a movie launch as impressive as Barbie's...
Happy New Week,
Over the last few weeks, Warner Bros and the Mattel marketing team have been working overtime with the Barbie movie launch. In a bold move to reconnect with old and new fans, the marketing campaign for the Barbie Movie is a masterclass on how to launch an iconic movie. The marketing campaign's foundation lies in creating buzz and excitement through brand collaborations. To engage the global audience, a series of carefully crafted collaborations were launched globally. We saw Krispy Kreme Philippines selling Barbie-themed donuts and frozen drinks. Barbie Cafés popped up at the W Hotel Osaka, as well as in NYC and Chicago. Burger King Brazil introduced a pink Barbie-themed burger.
One of my favourite brand collaborations was the Barbie and Airbnb collab. Airbnb gave guests a chance to reserve two one-night stays at Barbie’s Malibu Dreamhouse. The reason why I loved this partnership was that Airbnb committed to making a one-time donation to Save the Children, a charity that provides learning resources and support to children, families, and communities in 100+ countries to build girls’ confidence and help them thrive in school. This is very in line with Barbie because as Barbie and her Dreamhouse proves time and time again, anything is possible.
Barbie Movie 2023 campaign extends its reach through a multifaceted online presence. Dedicated movie websites, interactive games, and mobile apps were able to immerse fans in the Barbie universe digitally. Engaging content, behind-the-scenes footage, and interactive activities were used to encourage user participation and create a sense of community among Barbie enthusiasts.
Some digital examples are; Roku adding the Barbie Dreamhouse to Roku City. Pinterest running an ad called “Not Just Ken” and promoting Barbie collabs on curated Barbie- and Ken-themed boards. Google’s site turns pink, and pink sparkles appear when searching terms like “Barbie movie” and “Margot Robbie.”
In an effort to appeal to younger audiences and reach new demographics, the marketing team has curated strategic partnerships with influencers and social media personalities. Key influencers who resonate with Barbie's message of empowerment, inclusivity, and self-expression are actively involved in promoting the movie on their platforms. These partnerships not only increase brand exposure but also lend authenticity and relatability to the campaign.
As the Barbie Movie is a global phenomenon, international premieres play a crucial role in the marketing campaign. We saw red-carpet events in major cities around the world last Thursday. There were celebrity appearances and meet-and-greet opportunities globally. Fan-centric events and screenings provide an avenue for fans to celebrate their favorite character and bond over their shared admiration for Barbie.
Barbie has been around for 65 years and Mattel has done a great job making sure Barbie stayed current and with the times. Each integration is unique because it may mean more to one fan than another based on their own life and preferences. By utilising the full spectrum of digital media, nostalgia, influencer power, and engaging events, the marketing team laid the groundwork for a spectacular return to our movie screens.
Have a great week.