Barbie Marketing Strategy: How Barbie Became the IT Movie of the Summer 2023

It’s Barbie’s World and we’re just living in it

You might just as well be living under a huge plastic pink box if you haven’t heard about the Barbie movie and been targeted by the bubblegum pink which was released earlier in July this year. Seriously, it was everywhere! From pride parades in NY flooding your social media feeds, to the staggering 100+ collaborations with different brands (no kidding).

But, hold on! Did you know they even built a secret Barbie World? Yep, they did. And the whole thing was like a marketing ninja move. The marketing team at Warner Bros. has done an impeccable job promoting the film. By creating a sense of mystery around the movie, using consistent branding, launching an app with exclusive content, and partnering with various companies, they made sure that fans were hooked from day one.

The Barbie movie isn’t just a film; it’s a marketing marvel. It’s a lesson in how to keep people talking, sharing, and obsessing over everything Barbie.

In this article, we’ll see best of the Barbie marketing strategy behind the Barbie movie’s pink publicity machine, and how it used social media, collaboration, and nostalgia to win over audiences of all ages.

Innovative Barbie Marketing Strategy

Strategic Collaboration

Barbie, the musical comedy starring Margot Robbie and Ryan Gosling, is not just a movie. It’s a movement. A movement that has taken over the world with its bubble-pink glory, its catchy songs, and its charm.

For its success globally a huge credit goes to the 100+ brand partnerships and collaborations. These partnerships ranged from tech gadgets to high-end fashion items, all themed around Barbie. This gave the film greater recognition, as the strategy resonated with fans who grew up with Barbie but also attracted new audiences looking for unique and trendy products. This gave the film greater recognition and made it more accessible to a wider range of audiences.

Here are some examples of the brand collabs:

Xbox created a limited-edition Barbie-themed console that featured a pink controller and a copy of the movie.

Aldo and Crocs stepped up their game by creating their version of Barbie shoes — and yes, they’re pretty in pink, just like the ones those dolls rocked in the movie. Now, tell me, how awesome is that? Excuse my enthusiasm, but I’m all in for heels, especially when they’re as doll-tastic as these. Consider me sold!

Clothing brands like Zara, GAP, etc. launched their own Barbie collections that featured t-shirts, hoodies, dresses, pants, jackets, and accessories with Barbie logos, quotes, and images from the movie. Some of them also opened themed cafes in select cities where customers could enjoy pink beverages and snacks while listening to the movie’s soundtracks.

Our every Barbiecore wish came true with NYX Professional Makeup, all thanks to their exclusive collaboration with Barbie to introduce a Barbie makeup collection, for a perfect Barbie party look. Chef’s kiss!

These are just a few examples of the collabs… They collaborated with over 100 brands to paint the whole town pink from Airbnb to car insurance companies. There was even a Barbie-branded pink gin cocktail at theatres. This not only increased the visibility of the movie but also reached a wider range of audiences.

Branding

The color pink, a significant part of the Barbie brand, was heavily featured on the promotional materials, packaging, you name it. This created a visually recognizable brand identity that was hard to miss.

They used clever marketing tricks, cool collaborations, nostalgia, and pink power to create a buzz for the film. This movie was created not just for kids but for grown-ups as well who grew up with Barbie.

I think the goal was to color everything pink and to be everywhere. (fun fact: Creating the Barbie movie required so much pink paint that it created a global shortage of the color, I mean… that’s some serious stuff).

They were able to do so as well, around the time the trailer and movie were released, my entire social media was painted pink!

Creating Real World Experiences

Another key element of the marketing tactic was creating immersive real-life experiences which generated buzz and these experiences allowed fans to step into the world of Barbie and feel like they were part of the movie. A BARBIE-LAND

For a very limited period, Airbnb allowed guests to reserve a real Barbie Dreamhouse in Malibu, California (how cool would that have been!!). The decor, walls, floors, and everything in the house were all pink, just like in the movie. It also had a pink Corvette in the garage, a closet full of Barbie shoes and clothes, a cinema room, and a swimming pool. Barbie products and movie tickets were included in the welcome basket that was given to guests staying at the property.

Fans were able to interact with the Barbie brand more deeply and create buzz because of this unique experience.

It feels like a literal dream.

Barbie & Oppenheimer – Barbenheimer

Barbie and Oppenheimer were the two films released with such different themes and genres on the same day, July 21, 2023.

Both movies had their marketing strategies, but Barbie was more successful in attracting and engaging audiences. Why? Barbie used a variety of creative and fun tactics to create buzz and excitement for the movie.

Oppenheimer, starring Cillian Murphy, was a more low-key and mysterious movie, relying on teaser trailers, online countdowns, and word-of-mouth to generate interest.

The movie’s marketing strategy was more subtle, aiming to attract a more mature audience. It also played on the curiosity and intrigue of the public about Oppenheimer’s role in one of the most pivotal events in history.

Barbie, on the other hand, used a variety of innovative and creative marketing techniques to reach and engage its audience as discussed above.

The movie successfully used the power of nostalgia, social media campaigns, Experiential marketing, etc to create a strong brand identity and awareness among its audience.

That’s why Barbie was able to outperform Oppenheimer concerning marketing. It created a fun and colorful world that contrasted with the dark and serious tone of Oppenheimer. It appealed to a wide range of people. It created a phenomenon known as “Barbenheimer”, where many people decided to watch both films back-to-back.

The whole Barbeheimer movement was brilliant.

Now here comes the fun part, “Barbenheimer”. This craze began as a joke on social media, where users noticed the ridiculousness of having two films being released with such different themes on the same day. Some users created posters and trailers that combined elements from both films, such as Barbie holding a nuclear bomb or Oppenheimer wearing a pink dress.

Also, Margot Robbie from Barbie and Cillian Murphy from Oppenheimer are proving that Barbenheimer is still alive as they are set to interview each other for Variety. It was only a matter of time before the two leads were paired up, and it seems we’re finally getting what we’ve been waiting for.

Barbenheimer worked like a charm, sparking buzz online and turning it into a box office win. Barbie grossed over $945 million worldwide, and Oppenheimer over $735 million worldwide.

(though Oppenheimer was more successful in India compared to Barbie refer to this article to know more about this)

To sum it up, Warner Bros. pulled off some serious magic with Barbie marketing strategy. It wasn’t just about the film; it was a stroke of genius that turned Barbie into a global phenomenon. They transformed it into more than just a movie — it became a full-on movement.

The Barbie movie’s success didn’t just happen; it was carefully crafted through mind-blowing marketing strategies. They created a buzz, hooked fans with mystery, and sealed the deal with jaw-dropping collaborations with a sprinkle of nostalgia.

This blog was written by Bhavika Sharma, a student from Batch 19 of Kraftshala’s content writing course.

Also, if you are a fresher looking to start a career in marketing, do apply for The Marketing Launchpad – An online digital marketing course for freshers.