The world turns pink: “The Barbie Effect” and the lessons every agency should learn about marketing.

By August 18, 2023 News No Comments

I’m a Barbie girl, in the Barbie world… The world has gone pink this summer. The premiere of the film Barbie (2023) directed by Greta Gerwig is to blame for this phenomenon.

The Barbie Movie (By Tenor)

In 1959, the Mattel company launched Barbie on the market. Since then, the doll has been a toy that has been part of the bedrooms of millions of households. She has not only played a role in the collective imagination. She has also won a place in the hearts of many grown-up children. Throughout its creation, Barbie has undergone different changes through marketing strategies such as rebranding, branded content and content marketing. The main objective of Barbie’s new image is focused on vindicating the representation of women, trying to bring the product closer to the new generations. Despite the promotion given by Mattel to this film, which was released in cinemas in July, the company has not directly financed the film, although it has been part of the production.

In addition, the film is an example of the marketing lessons Mattel has learned over the years. A clear example of how important it is for brands to renew themselves as society moves forward. A great marketing campaign from which we all need to learn. Therefore, today we share some of the lessons we have learned from this film.

  • The pre-campaign has been essential. One of Barbie’s strong points has been the pre-campaign. The film has been promoted for months in different ways (the creators of the film, for example, explained that there was a shortage of pink paint as it was being used on Barbie’s set). This made the film the focus of news prior to its release.
  • The beauty of simplicity. Sometimes in advertising, marketing – or in life itself – the simpler the better. A simple pink billboard with the film’s release date on it was enough to grab everyone’s attention.

Barbie billboard (@levmauc)

  • Betting on all things pink. Social networks, billboards, trailers, t-shirts, food… Everything can be used to attract the public’s attention to your company or product. Barbie has taken full advantage of this and has used different media to win the hearts of viewers. Different alliances have emerged with other companies. For example, Airbnb rented Barbie’s Dream House in Malibu and announced that it would make donations to Save the Children to contribute to programmes related to the education and empowerment of girls; the shoe, handbag and accessories brand, Aldo, has launched a special collection inspired by the Barbie film; the Dundrum Town Centre shopping centre in Ireland has converted its lifts into doll boxes. Meanwhile, in Santiago de Compostela, the Zara shop has been dyed pink.

Barbie’s Dream House in Malibu (By airbnb)

  • Fashion matters. Barbie’s main star, Margot Robbie, has been involved in the promotion of the film. Actors sometimes use press conferences or photocalls to dress according to the film they are promoting. Margot has gone a step further. At various events, the actress has been seen wearing costumes inspired by her character.
  • The importance of knowing your target audience. One of the main keys to a successful marketing campaign is to know who your product is aimed at. The Barbie team did a lot of research to find out who their audience was. They also didn’t forget to use nostalgia to bring back those who grew up with this mythical doll.
  • A narrative that inspires. An essential element of this marketing campaign is the narrative behind the film. Barbie focuses on empowerment and the importance of being who we want to be and pursuing our dreams.
  • Social media is becoming rosier than ever. We have already talked on numerous occasions about the importance of showcasing a product on social networks. Barbie has taken this into account. Filters, stickers, emoticons… Nothing was enough.
  • Oppenheimer vs. Barbie? A cinematic duel that has become more of a duo. Both films have been able to take advantage of the comments of users on social networks, giving rise to the “Barbenheimer”. This “battle” was born on social networks after learning that these films, so different, would be released on the same day. Coincidence? Probably not. In fact, Margot Robbie has said on numerous occasions that a perfect plan is to go to the cinema to see both films.

  • Barbie memes. Memes are fully integrated into today’s society. Making memes of a company becomes a risk: it can be horrible or it can turn out very well. In this case, it has been a resounding success. Since the film’s trailer was released, thousands of memes have flooded social networks, generating free publicity.

Barbie is a clear example of how a good marketing campaign can turn a film into a cultural phenomenon that has bathed the world in pink this summer.

The Barbie Movie (By Tenor)

Come on, Barbie, let’s go party… We don’t know if we will go to the party, but we are going to the XI Jornadas de Producción de Cine Publicitario for sure. Barbie has made the impossible possible.

Article by Paloma Garrido.

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