Marketing Lessons from Barbie
Barbie was one of the most popular topics of 2023. While Margot Robbie was a massive contribution to this success, the marketing team also had an incredible impact. This was one of the most expensive marketing campaigns of the year with a reported marketing budget of $150 million. It was also the #1 movie of the year and made a profit of $1.5 billion, standing as a new testament to the power of a well-executed marketing strategy and setting new industry standards. Here are five key marketing lessons drawn from this billion-dollar success.
Partner with Other Brands
The Barbie movie’s marketing journey was marked by strategic collaborations, showcasing the power of partnership. The marketing team forged over 100 brand partnerships, drawing in major household names and brands alike. This collaborative approach not only expanded the campaign’s impact but also facilitated cross-promotion, allowing various brands to leverage the success of the movie for their own products. From the Barbie Burger at Burger King to a Prada clothing line and even a real-life Barbie dreamhouse available in Malibu through AirBnB, the movie transcended the screen, becoming a lifestyle for its’ fans.
Strategic Investment
This astounding success was not just a stroke of luck but a result of a strategic investment. With a substantial marketing budget of $150 million, exceeding the movie's actual production budget, the campaign demonstrated the correlation between investment and success. This investment enabled the creation of high-quality content, extensive promotional efforts, and a global reach. It serves as a reminder that a well-funded campaign can significantly enhance visibility and audience engagement, setting the stage for success.
Be Creative and Do It Big
Creativity took center stage in the "Barbie" movie's marketing playbook, emphasizing the importance of thinking big. The campaign's multi-channel strategy, including meticulously crafted teaser campaigns, generated anticipation well in advance of the movie's release. The use of social media platforms to create excitement, coupled with individuals portraying themselves as unique Barbies, turned the campaign into a cultural movement. This creative and ambitious approach contributed to the movie's success, proving that daring to think big can captivate audiences and elevate a campaign beyond the ordinary.
Enforce Your Brand Identity, Always
The Barbie movie embraced and enforced its brand identity, catering to its target audience of women. Barbie’s brand identity is quite obvious: pink everything. This movie enforced their brand identity so extensively that we literally faced a global pink paint shortage. By taking a bold stand and challenging societal norms within the movie's plot, the campaign not only identified its ideal audience but also sparked debates and discussions. This approach resonated deeply with its target audience, encouraging word-of-mouth marketing and solidifying its position as a powerful cultural force. The lesson here is clear: consistent and bold enforcement of brand identity creates a memorable and resonant connection with the audience.
Events Can Be Huge for Audience Growth
Beyond traditional advertising, the Barbie movie's marketing strategy ingeniously leveraged real-life experiences. Barbie-themed photo booths and merchandise transformed the cinema experience into a shareable event, drawing audiences into an immersive world. In an era of digital saturation, this integration of the real world into marketing provided a breath of fresh air, creating an emotional connection with the audience that extended well beyond the theater seats. The lesson is clear—events can be powerful tools for audience growth, offering an opportunity for meaningful engagement.
Barbie's marketing journey has left an indelible mark, providing a pinkprint for success. These lessons are a testament to the potential of a well-crafted marketing campaign. As we absorb the wisdom of the Barbie marketing playbook, it's evident that incredible outcomes can be achieved when visionary women take the lead, as exemplified by Greta Gerwig's exceptional execution of her creative vision.
And shoutout to Margot Robbie and Ryan Gosling.
