I’m a Barbie girl in the Barbie world
Life in plastic, it’s fantastic!
Only Barbie’s life is no longer in plastic, but is it still fantastic? We bet!
Ahead of its worldwide theatrical release on July 21, Margot Robbie and Ryan Gosling starrer ‘Barbie’ is making noise for its marketing campaign. From painting the town pink to bringing to life some of the most iconic Barbie outfits, the promotional campaigns have taken the internet by storm. It’s a wake-up call for all other movie PR and marketing teams to pull up their socks and match the high standards.
In today’s blog, we are all set to break down Barbie’s genius marketing mania. Let’s begin!
Barbie’s Marketing Maestro
“Our goal for this summer and this year is for Barbie to be everywhere and for her to be ubiquitous. We want to re-engage fans who may not have been with us—the 20-something crowd and older.“
~ Lisa McKnight, Global head of Barbie and Doll portfolio, Mattle
Lisa McKnight has successfully captured the essence of Barbie’s marketing marvel. With over 100 brand partnerships and nearly half a million articles, the buzz is crazy. Here are a few important highlights from the campaign:
1. Real-Life Barbie Dream House
Barbie is well Barbie, and Airbnb is one of the most popular online marketplaces for homestays. Do you see a connection here? We don’t either. But the two of them came together in the most beautiful manner to create an unforgettable experience for consumers with its Malibu Barbie DreamHouse. They straight up served hopes to live in Barbie’s home but with a twist. Here’s how.
The three-story Airbnb in Malibu was reopened for visitors, but this time with a Kenerygy shift! The real-life Barbie dream house underwent a makeover to become a KENdom. Featuring Ken’s western bedding, a Venice beach-ready closet, an oceanview pool, a rooftop gym, and more, reservations for a stay here opened up on July 17. Up to 4 lucky people can enjoy two free one-night stays for up to 2 people each night on July 21 and 22.
Now are those 4 people going to forget the time they spent there? No! And will they talk about it on social media? Yes!
2. Brand Tie-Ups
It’s one thing to colour the media bubblegum pink; it’s another to colour products. And Barbie has successfully done the latter.
The team is not just sharing the movie with the audience. It’s sharing the experience. They have created licensed products that are part of the brand’s lifecycle. And what’s best? These are multigenerational products touching multiple touchpoints. So, no matter your age, you can always engage with the brand. In a word, experiential marketing; because you may forget what you see but not what you experience.
Whether it’s shopping for Barbie-inspired apparel from Primark or Forever 21, rocking her heels from Aldo, or licking clean Pinkberry’s Barbie-branded frozen yogurt, the team has ensured that the essence of Barbie is everywhere. And if these weren’t enough, they have partnered with glassware, rugs, candles, oral beauty brands, and more.
3. Tapped into the Metaverse
Even Metaverse could not escape the Barbie fever! Forever 21 collaborated with Barbie to release a clothing collection in brick-and-mortar shops and in the Forever 21 Shop City experience on Roblox.
Using Roblox’s new Layered Clothing technology, the collection has 3D garments that can be adjusted to suit every avatar’s body shape, much like the inspiration and campaign in real life. What’s more? The collaboration also included a contest in which the winner and their chosen fashion style were incorporated into the virtual world.
Lesson here? Meet people where they are. With so much buzz about the metaverse and the world moving towards it, Barbie’s team made a smart move by painting the metaverse pink!
4. Interact with AI
Everyone knows about AI, right? And we are all intrigued by its capabilities. Besides, every AI story makes it to the social media highlights, whether it’s Elon Musk’s personal opinion or a new tool. So why not give the audience more of what it’s enjoying?
With AI, the marketing team made it possible for anybody to submit a picture of themselves and get a personalized poster for the film with the caption “This Barbie is a _____.”
And, of course, social media played it like a perfect partner, making the mix of AI, interactivity, and personalization a solid hit! Say hello to buzz and promotions!
5. Breaking Gender and Age Barriers
What does Barbie have in common with the Xbox? Absolutely nothing. If we were to follow societal stereotypes, one would say that Barbie is for girls and Xbox is for boys. But here’s where the beauty lies.
Xbox launched an Xbox Series S that’s been transformed into the chic Barbie DreamHouse. Undoubtedly, it’s one of their most imaginative custom console designs. Moreover, players can get Barbie and Ken’s outfit-inspired interchangeable SCUF Instinct Custom Controller faceplates and level up their gaming setup.
And if this wasn’t enough, Forza Horizon 5 players find themselves with a sweet gift—a Barbie-themed car ready to race! Without a doubt, this Barbie is a GAMER!
Unlike their traditional focus on children, Barbie has broken all age barriers this time. The Barbie merchandise speaks to people of all ages, whether toddlers or 65-year-olds, catering to the film’s audience.
The team didn’t limit their audience. Instead, they creatively found ways to tap into different segments and enticed the people there with what they liked.
Enjoy Your Barbie Fever!
Besides the dream house, brand tie-ups, and tours, something else has been working in favour of Barbie. And that’s the ‘Barbenheimer’ meme on the internet. Fans worldwide have hopped onto the trend and shared their views on Barbie and Oppenheimer going head-to-head on July 21. It has made both sides the talk of the town, but if we were to go by the numbers, then Barbie is taking the lead at the early box office.
Now, Barbie looks pretty in pink, but will it be profitable at the box office too? We don’t know for sure. But has the movie managed to get all eyes on itself? Damn yes! We’d say it’s a marketing and branding masterstroke!
Barbie’s campaign ticks all our boxes for branding at StartInc—reinforces the brand identity, conveys a story, evokes emotions, addresses the right audience, and creates an experience. We have studied it, scrutinized it, and learned everything there is. So if you are looking for a partner who will assist you with branding for your sweet startup, you know what to do.
Chat with us or drop us an email here.
