WHAT MARKETERS CAN LEARN FROM THE BARBIE MOVIE

Written for Influencer Intelligence

Warner Bros and Mattel joined forces in the Summer of 2023 to make history. A $100m marketing and PR drive for Greta Gerwig’s Barbie movie has set new standards for promotional practice. With over 100 brand partnerships and integrations negotiated globally, the film – which stars Hollywood royalty Margot Robbie and Ryan Gosling – benefitted from an aggressive, calculated advertising strategy akin to a giant pink steamroller. A masterclass in what high-budget marketing can do, the drive successfully built hype and ramped up unprecedented media and retail saturation.

The following post will look at some lessons influencer marketers can learn from the Barbie movie and apply to their influencer campaigns.

Scarcity Works

In the run up to the film’s release, the studio released a few short teaser trailers on social media. Using short video clips across its owned channels and cast accounts, the marketing team effectively piqued interest whilst retaining an element of mystery. Scarcity marketing – which capitalises on the fear of missing out – can be a fruitful tactic. Whether it be dropping an influencer collaboration for a limited time only or posting cryptic content such as a countdown to secure return footfall, it is a smart way to increase covetability.

Nostalgia Sells

2023 has seen multiple examples of nostalgia marketing driving positive sentiment and sales. As discussed in our recent blog post, millennials and Gen-Z consumers are displaying affinities towards ‘90s and Y2K pop culture references. The Barbie movie couldn’t have come at a better time in order to capitalise on this tendency. A powerful purchase driver, eliciting feelings of fondness, influencer marketers should look to incorporate nostalgia into any relevant campaigns, or work with one of the many content creators who focus on nostalgia to resonate with and relate to their customers.

Create An Aesthetic

Barbie is a richly aesthetic IP that feeds into a myriad of verticals. From fashion & beauty to food and home, there were plenty of opportunities for branding. #barbiecore was trending whilst the film was in production and now has over 625m views on TikTok, with users recreating iconic looks and harnessing the bubblegum pink theme. Brands that can cultivate a unique aesthetic for their product or a clear visual theme for their influencer campaign are more likely to cut through the noise and start a trend expanding and amplifying organically.

Buddy Up

In an astonishing partnership drive, Barbie collaborations were negotiated with the likes of PacSun, ALDO, Impala Skate, NYX Cosmetics, GAP, Homesick, Forever21, Fossil, Pinkberry, Boohoo, Crocs, Proper Snacks, Xbox, Samsung and Airbnb amongst others, totalling a reported 100 brands integrations. This ensured the movie entirely saturated the advertising space and was at the forefront of consumers minds across multiple sectors. Whilst influencer marketers may not be working to the same budget or scale, strategic partnerships with other brands or companies may attract influencers to your campaign.

Encourage UGC

A Barbie meme went viral online in the run up to the film’s debut. Starting from character posters teased on social, a custom Barbie digital filter was created using the ‘This Barbie Is…’ slogan. This simple mechanic was shared around and caused a huge amount of user generated content to be produced. Brands working with influencers could use them to launch a UGC mechanic, demonstrating how to use a particular filter or sound and kickstarting the trend.

Celebrate In Style

Across international markets, the Barbie marketing team organised a bunch of events to mark the film’s release, from red carpet premieres, to screenings, parties and launches. Local influencers were invited to attend these events and offered various photo-opportunities to encourage social sharing. Whether it be a launch party or a networking event, make sure your brand ambassadors are sent invitations to nurture long-term relationships and brand loyalty.

Be Blended

The Barbie movie campaign featured all types of influencers, celebrities, authoritatives and tastemakers, regardless of following. Yinka Bokinni, Twinkle, Amira Arasteh, Amel Rachedi, Georgie Meacham and more were invited to London screenings. Blended campaigns like this ensure brands hit a variety of consumer touchpoints and expand their audience across multiple communities. Influencer marketers should test a layered approach with each influencer tier working to a specific objective.