Inside Barbie’s Genius Marketing Campaign

The Barbie Movie had one of the best marketing campaigns the film industry has ever seen. Up until its premiere in July, it completely dominated the conversation. Not just on social media where it was trending all the time, but in the real world with some ingenious branding, countless partnerships and a release strategy so smart, that it snowballed into a massive event of it’s own.

I spent some time looking into it, and broke down its success into the five main components that made it work: earned media, startegic partnerships, branding, barbenheimer and tone of voice.

Earned media is a marketing term for any organic content generated by external sources, including articles in news outlets. They had a huge success with their AI tool, TikTok trends and viral stories surrounding the movie.

In terms of strategic partnerships, they collaborated with at least 60 brands around the world, including Fossil Jewellery, ZARA, Truly Beauty, ALDO, Crocks, IMPALA Skates , MOON Oral Care, BEIS Travel, NYX Professional Makeup, Xbox, Kitsch, PacSun, Superga, FUNBOY, Ruggable, Burger King, Barefoot Dreams, rue21, Kendra Scott, Krispy Kreme, PROPER Snacks, DRAGON GLASSWARE and many more. They also collaborated with artists such as Nicki Minaj and Dua Lipa.

Their branding was also on another level. They essentially took ownership of the colour pink. Landmarks, cities and shops from all around the world would decorate themselves in pink leading to the premiere.

The Barbenheimer phenomenon was a true lightning in a bottle and certainly not a coincidence. It was a perfect example of film counterprogramming, and the meme lead to theatres and moviegoers from all around the world to see the double feature.

Lastly, they had a fantastic tone of voice, which is the style they used to communicate. They didn't take themselves to seriously and that resonated with the fans.

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Chapters:
0:00 Analysing Barbie's Marketing Strategy
0:39 Earned Media
2:06 Brand Collaborations
3:08 Branding
3:55 Barbenheimer
5:23 Tone of Voice

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Toni’s Film Club blends in-depth research with lighthearted humor to pull back the curtain on the film world, from its history to the current state of the industry. The channel features interviews with filmmakers, exclusive behind-the-scenes access, expert analysis, and a healthy dose of silly jokes.

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