Did you know that there’s a Barbie movie coming out this summer? Unless you have been living under a digital rock, you must have come across Barbie’s marketing bonanza.
Either peeked through the trending Barbie-selfies on Instagram, or the outlandish collaborations with Aldo, XBox and beyond.
Despite riding the tide of timely relevance, what helped Barbie (and Mattel) make this movie a hit before it even started is it’s positioning.
Barbie may be a household name now, but it was rejected by the toy industry at first, Barbie is now one of America’s most trusted brands.
Mattel successfully extended Barbie’s brand to capture new audiences, drive growth and expand into exciting collaborations, yet with 2023 the company once again upped their game.
Want to know how the Barbie movie has been winning the marketing game? Let’s spill the tea.
The Power of Repetition
The word in marketing town is “repetition”. It’s like hearing your favourite song on the radio over and over. The more you hear it, the more it sticks, and before you know it, you’re humming it all day.
That’s exactly how Barbie’s team made sure the movie release was on everybody’s lips.
They bombarded us with teasers, posts, billboards – everywhere you looked, it was Barbie, Barbie, Barbie!
How can we even forget the Viral Selfie Generator that allowed fans to recreate their own movie poster and tagline starting the hype.
Here’s the deal: Repetition in marketing is all about staying in your audience’s mind. By constantly sharing your message, you’re creating brand familiarity. It’s like seeing an old friend in a crowd; you recognise them because you’ve seen them so often. That’s how Barbie became our ‘old friend’ in the marketing world.
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Buddying Up with Brands
Barbie’s been hanging out with the cool kids.
With buddies like Aldo and Claire’s, she’s expanded her domain from the toy aisle to the fashion runways.
A few notable examples also include:
- an Xbox themed console adorned with the iconic Barbie playhouse design
- an entire Barbie-themed hotel where the cast was interviewed
- In Chicago, they’ve built a pop-up Barbie cafe that even includes a roller skating rink
- Architectural Digest took a tour of the breathtaking Barbie Dreamhouse, hosted by Margot Robbie herself
As the cherry on top, you can also book a stay in the ‘Barbie’ Dreamhouse in Malibu on Airbnb.
Big-name fashion houses like Gap, Aldo, Forever 21, Primark, Hot Topic, and even the spooky folks at Spirit Halloween are all in the mix. They’re celebrating Barbie’s new movie with fabulous collections. But hold up, it’s not just the big guys – smaller startups like Béis and MeUndies are riding the pink wave too, launching special, limited-edition Barbie collections.
And, guess what? Swoon, the cool new beverage startup, is getting in on the action by lining up their Barbie pink lemonade right in Target’s toy aisle.
But why does this work? Simple. By teaming up with other brands, you’re pooling audiences.
You’re getting introduced to their customers, and they to yours. It’s like hosting a party and asking your friends to bring their friends. The result? A bigger crowd, more fun, and in the case of your brand, more exposure!
Strategic partnerships can broaden your reach and boost your brand’s visibility. So, who are the cool kids in your market you could join forces with?
Touch, Smell, Feel Your Brand
Barbie made sure we could feel, touch, and even smell the excitement of her movie.
Whether it was through themed popcorn buckets or a specially scented candle via Homesick, Barbie was all about giving us the full experience.
They even released a Spotify playlist and cassettes/vinyl that are ready for pre-order, tapping into the nostalgia big time.
So, how can you make your audience feel your brand in their daily lives?
Well, this is a sneaky psychological play. By engaging multiple senses, you’re creating a more profound and memorable connection with your audience. It’s like your mom’s home cooking; you remember it not just because it tastes great, but because of how it smells, how it looks, and how it makes you feel.
That’s sensory marketing for you, and that’s how Barbie got us hooked!
This Barbie smashed the marketing game
So, what’s the magic behind Barbie’s marketing? It’s the charm of repetition, the power of the right partnerships, and engaging your audience’s senses.
Every billboard, every message is crafted to perfection.
The campaign is finding every possible to get Barbie into the minds and hands of the masses. Some big ways, some small, some hype-worthy.
These strategies have stirred up a storm for Barbie’s movie, and you bet they can do the same for you.
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