The COVID-19 crisis brought about unprecedented challenges for the movie industry, with theater closures and postponed releases hitting hard. But the release of “Barbie” on July 19th has revitalized Hollywood, setting new records and making waves with its massive marketing campaign.
Pre-release and marketing campaigns
Leading up to the release, “Barbie” garnered significant attention with its engaging trailers, exciting sneak peeks, and carefully curated teaser content. The marketing team devised a series of events, including exclusive interviews with the cast and secret screenings for influencers. Along with strategic placement on social media, billboards, and TV commercials, the team created a buzz that lasted months before the film’s release.
Paid media: budget and partnerships
The studios invested a staggering $150 million in marketing, surpassing the film’s production cost of $145 million. They launched an extensive campaign, with the “Barbiecore” trend spreading like wildfire. Collaborations with brands such as Maybelline and Airbnb offered fans unique experiences, such as Barbie-themed makeup and vacation stays in Barbie-inspired homes, which added fuel to the already intense excitement around the film.
The real protagonists: earned media and UGC (User Generated Content)
Earned media and User Generated Content played an extraordinary role in “Barbie’s” success. Fans dressed in pink and shared their Barbie-themed experiences on social media platforms, making the phenomenon reach beyond typical movie enthusiasts. Teenagers, seniors, and families embraced the trend, creating a cultural phenomenon that transcended mere film entertainment.
Reflections on an effective campaign
The success of the marketing campaign reflects a deep understanding of the audience and a cultural moment when people were eager to return to theaters. The film’s promotion wasn’t limited to trailers and posters but encompassed the entire “Barbiecore” community. Engaging fans through social media, encouraging UGC, and creating a sense of belonging turned the film release into a shared cultural event.
A triumph for marketers
Mattel, the company behind Barbie, enjoyed increased sales and rising stocks post-release. This success underscores the impact of a well-executed marketing strategy. The campaign managed to breathe new life into a classic product, connecting with audiences in innovative ways. The synergies between film, toys, and other products also opened new opportunities for growth and brand expansion.
Deepening the connection: virtual and in-person experiences
The campaign wasn’t confined to traditional media. Virtual reality experiences and pop-up Barbie-themed stores provided fans a way to immerse themselves in “Barbieland.” Exclusive merchandise, limited-time offers, and special events at retail locations turned shopping into part of the Barbie experience, creating an even stronger connection between fans and the brand.
A never-ending story
The success of ‘Barbie’ stands as a testament to the power of comprehensive and innovative marketing. Strategic planning and execution led to a buzz that began well before the film’s release and sustained interest long after. Collaborations with well-known brands provided a tangible connection to ‘Barbieland,’ while fans’ engagement through earned media and UGC solidified a community around the film. Virtual and real-world experiences deepened this connection, turning ‘Barbie’ into more than just a movie. The willingness to invest heavily in marketing, aligning with contemporary culture, and providing quality content created a success story that is likely to be studied for years to come. By understanding and harnessing modern audience dynamics, the creators of ‘Barbie’ crafted a marketing masterpiece, setting a precedent that may shape the future of film marketing.
