The PR and Marketing team behind the ‘Barbie’ movie have brought the Barbie world to life with their exhilarating and memorable publicity campaigns. By embracing innovation, inclusivity, digital marketing, and strategic collaborations, Warner Bros. successfully reinvigorated the brand for a new generation of children while maintaining its timeless charm for collectors.
It is a rare occurrence for a film to achieve cultural touchstone status even before its theatrical release. However, Warner Bros.’ Barbie, which breathes life into the iconic world of the world’s most famous fashion doll, has managed to secure a spot on this exclusive list.
In the realm of marketing, there are two crucial categories: “paid media” and “earned media.” Paid media encompasses traditional promotional efforts, such as TV spots and trailers, which are directly funded and controlled by the film’s marketing team. On the other hand, earned media refers to the organic buzz generated by the audience on social media platforms and through publicity efforts. It’s the kind of attention that spreads like wildfire, captivating the public’s imagination and generating fervent anticipation for the film. The Barbie 2023 movie marketing success serves as a valuable lesson for businesses worldwide on how to adapt and stay relevant in an ever-changing market. Understanding the significance of digital platforms in contemporary marketing, the Barbie movie PR team prioritised online presence and strategic collaborations. They have gone above and beyond to ensure that Barbie, the movie, and the brand dominate the cultural landscape, reaching an almost mythical status and giving rise to memes and parodies celebrating their remarkable prowess.
The team’s primary focus lay in securing numerous brand deals that feature Barbie film-branded merchandise. The amount of such merchandise is mind-boggling, ranging from collaborations with American household names including Gap, Superga, Fossil, Hot Topic, and many more. Others included the viral Barbie selfie generator, and the surprise reveal of a bookable Barbie Dreamhouse in Malibu through Airbnb. A Barbie-themed Xbox and various other collaborations with different brands have also contributed to the feverish anticipation surrounding the movie.
What’s even more impressive is the team’s foray into cutting-edge technology. Embracing AI and interactivity, they’ve devised an immersive experience that draws audiences into the world of Barbie like never before. This innovative approach has resonated with both young and adult audiences, fueling the anticipation for Warner Bros’ recently premiered film.
The marketing campaign has cleverly tapped into the nostalgia of grown-up Barbie fans. Those who played with Barbies as kids find themselves irresistibly drawn back into the magical universe. But the campaign doesn’t stop there—it manages to engage an entirely new and eager audience: adults who are curious about what the new movie holds. The Barbie movie marketing team’s efforts have become a benchmark for successful marketing, earning them praise and admiration across the industry. There’s much to learn and appreciate from the brilliance behind the movie’s marketing triumph.
Ultimately, the marketing team’s efforts have surpassed all expectations, creating a self-sustaining hype and virality that no amount of planning could have predicted. The real success of Barbie (2023) lies in the fervent discussions and excitement it has generated among audiences worldwide, making it a cultural phenomenon beyond any traditional marketing strategy.
About author: Bontle Rapitsenyane – Public Relations Specialist
Bontle is public relations specialist with over 7 years of experience in the industry and youngest committee member of PRISA Botswana. An excellent creative with an interest in new media, digital marketing, and the concept of integrated marketing communications. She possesses a tremendous desire to learn, hence her active quest in searching for new opportunities to foster her intellectual development.
“I am a Brand story enthusiast and I believe stories are what sells you, it is what compels the consumers to take action. My experience has enabled me to adopt a competitive communications and customer service skills”. She is currently pursuing her Masters In Media and Communication, Bontle hopes to make a substantial and meaningful impact in the PR and Marketing industry”