From being the talk of the town to ruling the online world, one thing is quite clear, Greta Gerwig’s Barbie is more than just an extraordinary film- it is also a marketing marvel. It’s impossible to be unaware of the phenomenon because chances are the rock you’d be living under would also be Sparkly Pink.
The marketing of this film is nothing short of a masterclass for businesses and brands to notice closely and learn from. Yadira Harrison and Shannon Jones, the co-founders of Verb. are the genius behind what we now know as the Pink Sensation. They’ve made it impossible to miss out on what might be the year’s biggest cinematic release, especially because it is competing with an equally big Nolan directorial, Oppenheimer.
Reportedly, Barbie has been and continues to be marketed on a whopping budget of $100 million, an amount that most brands can only fantasize about. But the strategies adopted by the marketing and production team inspire small brands to look beyond the budget value and focus on creative ways to get people talking about them.
Teasing
If the film wasn't already anticipated enough, the team did a great job of teasing the audience with pieces of the film. Knowing what to give your Target Audience when is a symbol of control over your marketing strategy, and it keeps the audience hooked.
A Social Media Trend
The real hype around Barbie began with their Barbie Selfie Generators that gave everyone an opportunity to get associated with the film posters and get in on a global trend. Moreover, it broke most gender or racial barriers as it appealed to a large group of demographics for a product that was largely associated with only a particular gender once.
The option should be primarily explored if there’s a way to get people involved in your brand message or product. People quickly indulge in trends and be part of a shareable experience or a movement. Focusing on uniqueness and the unity of demographics is not only an appreciable step but also one that ultimately reduces the effort to cater to varying groups.
Collaboration
The biggest part of the Barbie marketing marvel is its collaboration with other brands as an intelligent way to fit into several audiences. Barbie went all out with creative smartness and catered to people who make for an interesting target. Who would’ve thought a couple of years back that there could also be an Xbox console designed with the iconic Barbie playhouse? They made an effort to make Barbie a people’s film by making the Malibu Dreamhouse an Airbnb open to all. From teaming up with NYX for a range of Barbie-themed makeup to having a Barbie ice cream released by Coldstone, Pink was everywhere.
From what you’re wearing to what you’re going to be putting in your mouth- everything may have a pink influence right now. Barbie has not only collaborated with Burger King, inaugurating a Barbie-themed bacon cheeseburger but has also been dedicated an entire episode on Food Network’s Summer Baking Championship. If you haven’t come across at least 3 Barbie Collab YouTube recommendations in a single day, are you sure you’re watching the right YouTube? The cast is all over YouTube, be it Architectural Digest’s Barbie Dreamhouse tour or GQ’s KEN things Ryan Gosling cannot live without.
Some other collaborations include:
- Barbie™ x Crocs
- Barbie™ x Fossil
- Forever 21 x Barbie™ Collection
- Gap × Barbie™
- Barbie® x Hot Wheels®
And the list doesn’t just end here.
Omnipresence
The Barbie cast is staying within the possible opportunity to be everywhere that they can possibly be, and you should too! It is essential to be on your toes and just be present wherever there’s a chance that you could create something interesting or catch attention.
Greta Gerwig and the entire Barbie body put together something more than just a film. A women driven team has got the world talking about them. With an unimaginable production and marketing cost, they’ve brought together the most known of individuals to either be a part of Barbie or the face of it in their own domain. For most developing brands, this might just be a dream. But to get Barbie level noticed, does not have to be. Even with limited funds, understanding the power of creative collaborations and audience connection can help you build a voice for your brand. Be it standing apart from big competitors or making everything about you- there’s a lot to learn from Barbie.
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