Mattel‘s Barbie doll is everyone’s childhood nostalgia. Now, the live-action Barbie movie starring Margot Robbie and Ryan Gosling is all set for release and its released trailers promises to bring the iconic doll to life in a fun, modern way. The movie doesn’t hit theaters until July 21st. But it’s the savvy marketing campaign leading up to the film release that offers key lessons for anyone looking to build a successful brand. Brands can learn a lot from how the Barbie movie team is promoting the film. Here are 7 key branding lessons we can take away:
1. Build Anticipation with Strategic Launches
The Barbie team has been very strategic in teasing different elements of the movie through selective media launches. For example, they started by just revealing the two main stars, then held back details on the plot, and later unveiled more of the cast. This approach builds curiosity and gets people talking.
Brands can adopt this tactic by identifying important milestones and channeling resources toward creating buzzworthy launch moments. Careful planning and coordinating all marketing activities helps maximize impact.
2. Leverage User-Generated Content
One of the biggest viral hits from the marketing campaign was the Barbie Selfie Generator. By creating a fun tool that lets people turn selfies into Barbie-style images, the movie tapped into user-generated content and organic sharing. Providing users with such innovative ways to interact with your brand can pay dividends. Focusing on crafting content that sparks an emotional connection can delight your audience and even surprise them.
3. Segment Your Audience for Targeted Outreach
While Barbie has strong appeal with kids, the marketing also targets adults through nostalgia and inclusive messaging. Segmenting your audience allows for tailored messaging. Barbie has expanded her customer base by tailoring content not just for children, but also adult fans. This highlights the importance of examining target segments and customizing brand messaging accordingly. Knowing your key demographics allows you to craft campaigns that align with the preferences and behaviors of each group. Identifying the most valuable segments paves the way for efficient and effective marketing.
4. Strategic Partnerships Expand Reach
Barbie’s cross-promotions with other brands maximize exposure. Seeking strategic alliances allows companies to expand their reach. Identify partnerships that align with your brand identity. Collaborations with brands like Aldo shoes and Forever21 enabled Barbie to expand visibility. Strategic partnerships leverage shared audiences. In partnership with Airbnb, Barbie is giving fans the chance to experience Barbie mansion, and with Microsoft, enhancing the gaming experience through the Xbox.
5. Consistent Branding Drives Recognition
Barbie utilizes their signature hot pink branding to the Barbie logo font consistently throughout the campaign. This visual identity alignment reinforces brand awareness. Brands should ensure their visual branding aligns across channels. Consistent branding like this, also boosts memorability.
6. Maximize Value through Strategic Upselling
Limited-edition products and special promotions around the Barbie movie generate urgency and interest. This strategic upselling encourages engagement and sales. Brands can take a similar approach, using time-sensitive offers and early access perks to persuade customers to buy now. Also, leveraging the power of strategic upselling allows you to boost bottom-line value.
7. Promote a Culture of Innovation Within Your Team
Innovative branding fuels Barbie’s marketing moves. An innovative brand delivers a consistent experience across channels. Barbie Pink is the instantly recognizable color used consistently across trademarks, packaging and promotions. The minimalist billboards with just the ‘Barbie’ word captures attention. Barbie’s constant new product drops and promos are possible because innovation is encouraged internally. Likewise, building a creative culture empowers your team to think big.
To sum it up, with Barbenheimer hashtags trending across social media platforms owing to its release clash with Oppenheimer, another much awaited film of the year, the theatrical release on July 21 will decide the fate of both the films. Let’s hope this level of marketing favor the movie.
The Big Picture
The Barbie movie marketing has been innovatively bringing this 60-year old brand into 2023. The movie’s marketing team has given us a masterclass in innovative branding strategies. It teaches us that, by understanding the importance of branding innovation, incorporating key elements of an innovative brand, and implementing strategies for effective branding, brands can capture attention, build loyalty, and generate buzz for their projects. Like Barbie, brands can boost awareness and engagement by infusing innovation, consistency, and strategic vision into their marketing.
