From the initial viral images capturing Margot Robbie and Ryan Gosling gliding along Venice Beach in the roles of Barbie and Ken, we knew Greta Gerwig's fresh approach to the Barbie movie was destined to make waves. With over £115 million to spend on the movie marketing campaign, more than what was spent on the movie itself, there is no wonder it is breaking records.
Barbie has outperformed all expectations, breaking box office records for the most commercially successful film by a female director, bringing in more than £310 million worldwide during its opening weekend.
So, is it exceptional marketing, a remarkable movie, or a fusion of both?
In a strategic move to generate online buzz, the Warner Bros. movie engaged in more than thirty unique collaborations with brands such as Airbnb, Burger King, Primark, and Gap. These partnerships harnessed offline presence to fuel the digital conversation.
This movie marketing campaign not only ignited excitement around the movie but also sparked global conversations among businesses eager to join the "Barbiemania" movement. The initial partnerships set a trend, inspiring other brands to embrace the Barbie theme and promote their products in alignment with the new movie.
Part of Barbie’s movie marketing campaign was facilitating brand participation by offering a well-defined colour palette, with the iconic Barbie Pink being an integral part of the brand's identity. This cultural resonance was evident from the early stages of their marketing journey.
The widespread use of this colour in the movie and its marketing formed a strong connection, bringing forth feelings of nostalgia and happiness. Additionally, it fulfilled the audience's longing to revisit their childhood memories.
Utilising modern-day social media strategies, Barbie’s movie marketing effectively used influencer marketing to create a buzz with a wide target audience. The campaign's marketing team orchestrated a diverse collaboration with a wide spectrum of influencers.
From avid toy enthusiasts and dedicated movie bloggers to prominent fashion influencers and notable celebrities, the range was extensive. These influencers were granted exclusive access to movie content and merchandise, which they then generously shared with their followers. These collaborations not only expanded the movie's reach but also introduced it to previously untapped demographics.
Also, recognising the potential of TikTok as a vibrant platform, the Barbie movie marketing campaign strategically capitalised on its dynamic nature. By crafting entertaining challenges, dances, and lip-syncs, the campaign seamlessly tapped into the playful essence of TikTok. This approach proved to be a perfect way to harness the platform's interactive potential and maximise the campaign's impact.
Implementing these and various other marketing strategies, allowed their social media presence to experience rapid growth. Barbie currently have 3.6 million followers on Instagram and 1.8 million on TikTok.
The soundtrack of Barbie, featuring songs from artists like Dua Lipa, Lizzo, Charli XCX, Billie Eilish, and others, swiftly dominated the charts, accumulating a staggering 400 million streams on Spotify collectively.
It seems it is in fact a Barbie world, and we are all just living in it.
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Barbie may have spent over £115 million on their marketing but Barbie has now made over £1 billion at the worldwide box office. This begs the question, should you be spending more on your marketing?
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