3 Things Barbie The Movie is Doing Right With Their Marketing Strategy

Marketers, it’s the moment we’ve all been waiting for. No, not the resurrection of our engagement rates… It’s Barbie The Movie’s release week and there’s no denying we all have MAJOR notes to take from their recent marketing strategy. Read on for a few highlights we’ve loved!

MEME-WORTHY CONTENT

There’s been no shortage of Barbie memes circling around social media. From day one, when Barbie shared their “This Barbie ___” post announcing Barbie The Movie’s cast, their graphic instantly became a template for brands across the country. 

Instagram feeds were flooded with various iterations of the graphic, each uniquely tweaked and personalized with the respective brand’s product or team members. Here’s how we put our spin on the trend for both our team and a few clients:

Another example of meme-worthy content was their newspaper post announcing Barbie The Album’s lineup. This created the perfect template for brands to photoshop their own message overtop the newspaper. Announcement-type posts can so easily become stale and solely informative, so we love how Barbie creatively made both of these posts engaging!

BARBIE COLLABORATIONS

Here’s the part of their marketing strategy that has us all shooook. The number of brand collaborations Barbie has secured is insane. They literally took the phrase “meet your audience where they’re at” and RAN with it.  In fact, InStyle recently came out with this article sharing at least 30 (!!!) collabs that Barbie has active right now. From partnering with notable brands like BEIS, NYX Cosmetics, GAP, Coldstone Creamery, and more - it’s safe to say they nailed brain awareness on the head with these. Here are a few of our favorite Barbie collaborations:

We also can’t forget about Margot Robbie’s iconic house tour of the movie set’s Barbie Dreamhouse for Architectural Digest. 👀 Like, are you kidding?! GENIUS. 

EXPERIENTIAL MARKETING

The marketing doesn’t stop online for Barbie. They took it a step further by strategizing ways they could create a real-life Barbie experience for their audience through partnerships with brands like Airbnb and Cinemark. 

Through Airbnb, they’ve listed Barbie’s Malibu Dreamhouse, a life-size toy pink mansion, as a property available for one-night stays. Decked to the nines with pink decor, this home is a must-stay for Barbie fanatics. How FUN would a girl's night be here?!  Learn more about booking opportunities here.

Through a partnership with Cinemark, Barbie enhanced the experience of moviegoers by launching pink Barbie-themed popcorn buckets, beach ball cups, tumblers, and blankets! We don’t know about you, but this makes us want to head to the theaters even more. Talk about the ultimate movie night experience.

We hope you guys enjoyed this blog post and gained some inspo for future launches of your own! We know we did. For more marketing tips, be sure to follow us on Instagram and subscribe to our digital marketing newsletter. Chat soon!

xx,

The Homies