On July 20, the highly anticipated Barbie movie was released. However, what is surprising about its success is not just the brand itself, which is highly recognized, but rather the incredible digital marketing strategy that has sparked a true revolution, keeping this success very much alive even on social media.
In this article, we will analyze how the famous Barbie doll has managed to reinvent itself and connect with younger generations through its clever approach in the digital realm.
Barbie: An Iconic and Historic Brand
It is clear that Barbie is not something new; many of us have grown up under its influence and the strong connection it fosters with fashion and feminine aesthetics. Barbie’s story began in 1959 when Ruth Handler, co-founder of Mattel Inc., created her as an adult doll that reflected the fashion and glamour of that time.
Since then, she has become a pop culture icon and has undergone multiple transformations to adapt to the trends and values of each generation.
The Movie That Has Everyone on the Edge of Their Seats
The film starring Margot Robbie and Ryan Gosling has all the elements for success, from the massive marketing campaign behind it to collaborations with prominent figures like Dua Lipa and Karol G, which also generated great anticipation around the movie.
The Strategy Behind the Barbie Posters
The promotion of this movie was not limited to announcing its star-studded cast and international figures. Posters featuring the main actors were released and caused a sensation, drawing a lot of attention on social media.
The company cleverly launched the “Barbie Selfie Generator” app, an innovative tool powered by AI (artificial intelligence) that allows users to create their own personalized posters.
#BLACKPINK as #Barbie in fan-made posters. pic.twitter.com/RElRewiy6F
— Buzzing Pop (@BuzzingPop) April 5, 2023
Strategic Partnership and Collaboration with Xbox
Microsoft is one of the largest technology companies in the world and clearly knows how to forge successful partnerships. Within its gaming division, known as Xbox, collaborations were made with Barbie. These included providing digital content to players of the racing game Forza Horizon 5, specifically a car featuring the brand’s signature colors. Naturally, the partnership between Barbie and Xbox has yielded great results.
This is a highly innovative and modern marketing strategy through video games.
Don’t miss out on your chance to win a Barbie™ Movie Doll Collection or the Xbox Barbie DreamHouse Custom Console with Controllers! Your winning bid will help give girls equal opportunity to succeed through @SavetheChildren. https://t.co/kHIJ7nkD2W pic.twitter.com/9QOFQWYupB
— Barbie Movie (@barbiethemovie) June 28, 2023
Barbie’s Malibu Mansion Is Real
A highly innovative strategy was the literal recreation of Barbie’s Malibu mansion, which became a reality in the United States. Airbnb included it in its rental catalog and promoted it as the “Barbie Malibu Dreamhouse“. Not only that, but a themed hotel inspired by Barbie was also brought to life.
Many Collaborations for the Barbie Boom
It’s not just Microsoft and Xbox that deserve mention when it comes to collaborations—Barbie’s movie sparked much more than that. Partnerships were made with major brands like C&A, Stradivarius, and Walmart, which launched exclusive doll-inspired collections. This way, the brand feels more relevant than ever in toy stores and clothing retailers.
Promotional Tours and Clever Advertising
One of the strengths of this new release, along with its preparations, is the clever advertising strategically placed to capture attention. The live-action stars announced promotional tours in eight different cities, generating anticipation and ensuring the movie’s massive success.
A Retro Touch with Barbie’s Most Iconic Song
As expected, the highly anticipated movie features the iconic and well-known song Barbie Girl by Aqua, with contributions from Nicki Minaj and Ice Spice. This undoubtedly sharpened the already efficient and well-planned marketing strategy of the film.
Marketing Lessons from Barbie: A Brand That Knows How to Reinvent Itself
The art of marketing is something the team behind the Barbie brand excels at, successfully reinventing itself to connect with new generations in an ever-changing world. Now, let’s break down some of the key marketing lessons the company employed in its strategy:
- Adapting to the Digital World: The company perfectly understood which strategy to apply to reach all the children connected online and in the digital space. By creating an interactive website with games, downloadable content, and apps, it allows younger audiences to engage in exciting experiences with the brand, increasing their engagement.
- Humanizing the Brand: Through the creation of social media accounts and websites, the Barbie brand humanized its most iconic figure, making it more relatable to audiences by sharing details about her life and hosting events.
- Diversity and Inclusion: Many years ago, in its early days, Barbie faced criticism for its unrealistic and highly stereotyped figure. In response, the company decided to launch a line of curvy dolls with different skin tones, eye colors, and a variety of styles, successfully achieving greater levels of inclusion.
- Empowerment Campaigns: In line with the current social context, the brand also embraced the slogan “You can be anything,” promoting female empowerment. By showcasing its iconic doll in various professions and roles, Barbie successfully broke traditional barriers and delivered a positive message to young girls.
- Strategic Collaborations: The previously mentioned partnerships with companies like Microsoft, Spotify, and Airbnb were instrumental in expanding the brand and reaching a wider audience.
- Scarcity and Exclusivity: Limited-edition product collaborations, such as the Barbie Xbox or the Pink Chevrolet Corvette for Forza Horizon 5, also proved successful. This created a sense of urgency among fans to acquire these exclusive items, generating buzz even on social media.
- Retro and Nostalgia: The nostalgic appeal of Barbie’s Malibu Dreamhouse and the brand’s most iconic song serves as both a message and a tribute to longtime fans. This strategy creates a more immersive experience and extends the brand’s reach beyond younger audiences.
Conclusion
Barbie has been an exceptional example of adaptation and relevance in popular culture. Its focus on the digital world, diversity, empowerment, strategic collaborations, and the creation of unique experiences offers valuable lessons applicable to any type of business.
Without a doubt, Barbie is a brand that has successfully maintained its influence on new generations, connecting with its audience and increasing its relevance in the collective imagination. The success of the movie is a testament to the power of a well-thought-out, carefully planned, and expertly executed marketing strategy.
Like Barbie, many other brands are undergoing a process of adaptation and innovation to stay relevant in the entertainment industry. A strong digital approach is key to achieving success and gaining public recognition.
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