Magenta-pink sunsets are maybe the only pink event lately that hasn’t been organized by the Barbie marketing team. The marketers of the Barbie movie were given the freedom every communications professional in the world dreams of and the success is indisputable: no matter whether you love it or hate it, you are talking about it.
With Greta Gerwig as the director and Margot Robbie and Ryan Gosling as the stars, the Barbie movie not only brought the iconic doll to life but also set new benchmarks in marketing innovation. The marketing campaign for the movie is a masterclass in creativity, weaving together an enchanting mix of unconventional strategies that captured the hearts and minds of audiences worldwide.
In this blog post, we want to go over some of the most notable marketing strategies.
A Trailblazing Teaser Trailer
From the very beginning, it was evident that the Barbie marketing team had no intention of playing it safe. The first teaser trailer, a clever parody of Stanley Kubrick’s 2001: A Space Odyssey, replaced the monolith with none other than Margot Robbie herself. This bold move not only caught viewers off guard but also set the stage for an unapologetically imaginative campaign.
Cultivating Playful Moments
The campaign’s success lies in its ability to embrace the playful spirit of Barbie. The proper trailer, complete with a captivating moment of Robbie’s arched foot stepping out of pink heels, was a stroke of genius. This whimsical touch not only went viral but also gave audiences a taste of the delightful adventure that awaited them.
A Pink Array of Brand Collaborations
The sheer amount of Barbie-themed merchandise is awe-inspiring. The marketing team orchestrated a symphony of brand collaborations with brands from expected areas like fashion and make-up to quite unexpected like the traveling and gaming industries; it is about enveloping the world in a vivid pink aura and sparking conversations among various communities.
Here are some of the collaborations:
– offering the real-life Barbie Malibu Dreamhouse on Airbnb
– partnering with Burger King for a limited-edition Barbie Burger with pink sauce
– teaming up with Crocs for comfy pink footwear
– joining OPI for Barbie-inspired nail polish
– even the gaming world felt the Barbie magic with a pink-tinted Barbie-inspired Xbox with matching controller cases
These unconventional partnerships not only expanded Barbie’s reach but also made her an inseparable part of pop culture, leaving an indelible mark on marketing history.
Unconventional Moments That Sparked Conversations
The brilliance of the campaign lies in its ability to generate buzz through unexpected avenues. The neon Barbie rollerblades that took social media by storm were a testament to this. Not only did they pique curiosity, but they also celebrated Barbie’s inclusivity by promoting the film at New York City Pride.
Bringing Barbie to Life
Barbie recently came to life next to Dubai’s monumental Burj Khalifa thanks to Augmented Reality. The gigantic 3D, virtual model of the original Barbie steps out of her pink box every few minutes to strike her iconic pose. This particular marketing effort, however, wasn’t met with a standing ovation but rather with horror as people went to Twitter to express their shock. Irrespective of the nature of the reaction, though, the gigantic Barbie sparked yet another thread of conversations on social media.
Riding the AI wave
The BaiRBIE AI proved that interactive content is a potent tool in the marketer’s arsenal. Fans were delighted to see a Barbie based on themselves, an experience that spilled over into conversations across social media platforms and communities online.
The Barbie marketing campaign was nothing short of a breathtaking display of creative brilliance. The marketing team’s ability to intertwine Barbie’s legacy with modern sensibilities is a testament to their innovation and understanding of their audience and modern society as a whole. In the end, Barbie’s journey from a plastic doll to a cultural icon is not just about a movie but an enchanting adventure that captured the attention of millions, sparked conversations beyond the toy itself, and added a splash of pink to our lives.
If there is anything we will take away from Barbie’s marketing is to be bold and believe in the power of our ideas.