Everyone who got excited by seeing the viral BTS images of Margot Robbie and Ryan Gosling rollerblading down a beach in LA in fluro lycra just after the new "Barbie" movie was announced say I! IIII!
Since then, it's been absolute pink Barbie mayhem. From the teasing trailers holding mystery to its plot to the interactive social media campaigns, to the images of Margot Robbie doing her press tour in a cleverly curated Barbie-inspired wardrobe this week, it's been cleverly put together for us to absorb and get excited ahead of its release.
As well as playing off the idea of nostalgia amongst us all, we've put together 4 things brands can learn from the "Barbie" movie Marketing Strategy that have been *chef's kiss*. Come on Barbie, Let's go Party!
4 things brands can learn from the "Barbie" movie Marketing Strategy
1. Created Anticipation and Buzz
The "Barbie" movie marketing strategy has generated buzz and excitement for the movie by creating a sense of anticipation through releasing several different teasers and trailers ahead of its release. They've teased just enough of the storyline to make audiences want more.
Brands can learn from this by creating anticipation for their own products or services through teaser campaigns.
2. They used digital marketing effectively
The "Barbie" movie has leveraged digital marketing channels such as social media, email marketing, and influencer collaborations to reach their target audience.
They created engaging content that provided value to their audience, such as behind-the-scenes footage and exclusive sneak peeks.
They also teamed up with media influencers who resonated with their target audience. These influencers created sponsored content showcasing their excitement for the movie and encouraging their followers to watch it as well.
Have you tried the "Barbie Selfie Generator"? it went absolutely viral with people putting their own images on a "Barbie" icon and creating meme worthy taglines; a great example of a way to engage your audience and get them promoting the movie for free! The movie also used social media to engage directly with fans, responding to comments and messages and creating a sense of community around the film.
By using digital marketing effectively, you can create a buzz around your brand and increase brand awareness.
3. They used partnerships to leverage the brand
Partnerships are a great way to effectively spread more brand awareness and the "Barbie" movie nailed it in their strategy. They even teamed up with Architectural Digest (6.17m subscribers on You Tube) to do a BTS tour of the "Barbie Dreamhouse" - talk about nostalgia.
The lifestyle website POPSUGAR collaborated with "Barbie" to create a series of articles and videos that highlighted the movie's fashion and design elements. This partnership helped to reach an older, more fashion-conscious demographic and position "Barbie" as a stylish and modern brand.
As the production company behind "Barbie", Mattel Creations has been a key partner in the movie's marketing strategy. The company has leveraged its existing relationships with retailers, distributors, and media outlets to promote the film across multiple channels and platforms. Additionally, Mattel Creations has used its expertise in toy design and manufacturing to create a line of "Barbie" dolls and merchandise that tie in with the movie's themes and characters.
By leveraging partnerships and collaborations, you can tap into a new audience and create a unique experience for your customers.
4. They stayed true to their brand values and messaging
The "Barbie" movie marketing strategy stayed true to the brand's values and messaging, which resonated with fans and helped to build brand loyalty by creating a powerful message of empowerment for young girls.
Brands can learn from this by staying true to their own brand values and messaging in their marketing campaigns.
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Written by Philippa Crosthwaite The Brand Bar Pty Ltd #webuildbrands