Barbie was originally a children’s toy but grew into a popular icon over the years. The Barbie movie took the story of Barbie and turned it into a fun experience and nostalgic journey for all ages. Barbie was the movie hit of the summer and Mattel’s marketing strategy was a big part of that.
THE MARKETING STRATEGY
THE POWER OF NOSTALGIA
Nostalgia is a powerful and common tool marketers use. In this strategy, the marketing team fed into the nostalgia of Barbie for the adults and parents who may see the film. Starting with the trailer and advertisements, they promoted the idea of Barbie that connected adults to their younger years.
DIGITAL PLATFORMS
Nearly everything is marketing on social media in one form or another. A big part of their strategy relied on social media campaigns, memes, and interactive games. They got the audience more involved and turned the movie into an experience.
INFLUENCERS
Influencer marketing and user-generated content helped to solidify the desire to see the movie and participate in the ‘Barbie experience’ by building on the concept of social proof. When influencers promoted Barbie and Barbie-themed items, it worked hand and hand with the other elements of the strategy to build anticipation for the release of the film.
BARBIE PARTNERSHIPS
A huge part of the successful marketing strategy was the partnerships. The Barbie movie had collaborations with a large number of brands, creating branded pink Barbie products. Working with companies like Gap, Funboy, and Béis, they turned the movie into a real-life experience. It showed us how powerful emotional marketing is and the effect it can have on sales.
SOCIAL RESPONSIBILITY
Over the years Mattel received negative feedback for the unrealistic expectations Barbie put on women. Using the movie, they were able to rewrite the narrative to include all women and make the meaning of Barbie about more than just looks.
MARKETING LESSONS THE BARBIE MOVIE TAUGHT US
- Emotional Marketing
- Audience Segmentation
- Storytelling and Inclusivity
- Influencers and Partnerships
- Collecting Data and Analyzing
- Building a Well-Rounded Strategy
Building a comprehensive marketing strategy includes a range of elements like branding, SEO, social media marketing, and more. We saw from Barbie that using all outlets in a strategic way to build off of each other can take the brand to the next level. Are you making the most of digital marketing resources to boost your brand? Let our team at Fusion One Marketing build you a comprehensive strategy for digital marketing domination.
Fusion One Marketing is a full-service digital marketing company headquartered in Birmingham, AL. Fusion One specializes in Local SEO, Social Media Marketing, Pay-per-click, and Website Designs. The company was created in 2011 with its primary focus on helping small and medium businesses navigate the digital marketing world. Our goal for businesses is simple: “More Calls – More Businesses”.
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