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What can we learn from Barbie’s marketing strategy?
If you haven’t heard of the Barbie movie, or the Barbie vs Oppenheimer debate, then where have you been?
It seems we are living in a Barbie world, as the hottest film of summer 2023 hits the cinema screens. Barbie’s parent company, Mattel, has made sure the brand is at the forefront of everyone’s mind with a very big and expensive marketing campaign.
From fashion, to interiors, to food and drink, the brand launched a plethora of collaborations to flood the market and ensure everyone is talking about Barbie – outside of the toy aisle.
So, what can we take away from the Barbie phenomenon?
Engaging content is key
Through creating content that gets people talking, sparks debate and resonates with the target audience you can stand out from the crowd on social media.
Think about offering innovative content, valuable insights, engaging with your target audience, actively commenting in discussions, building a community and posting shareable content.
All of the above can help to amplify reach, awareness and engagement!
Consider the whole customer journey…
And upsell! Barbie is not just a movie, it’s a branded clothing line, Dream House on Air BnB, pink wall paint, branded toothbrush, limited edition drink…
This strategy encourages customers to buy extra add-ons that complement the original purchase. Through strategic upselling tactics, companies can enhance the overall customer experience, boost revenue, and strengthen customer loyalty.
Sometimes it pays to play
In tough economic times, most companies cut back on marketing efforts. However, the marketing team behind Barbie decided to go all in with their strategy. And girl, did it pay off!
By investing in big campaigns, you can reach a broad audience and help gain long-term success. Of course, this doesn’t mean all brands should spend like Barbie, but the learning here is that taking the risk, putting that extra bit of budget in can pay off!
Build anticipation strategically
Barbie’s marketing team built anticipation around the movie, creating excitement and buzz ahead of the launch.
By bringing together the timing of all marketing elements – social media, advertising, press releases – brands can amplify their messaging and make a bigger impact.
Limited edition products, early access to sales or special promotions can also help to build momentum. The key to all of this lies in efficient timing, careful execution and excellent planning!
Think outside the box when it comes to target audience
This involves expanding your reach by targeting not only your core audience, but other key segments. Barbie targets children as well as adults, providing content to appeal to each group. And if you’ve watched the new movie, it’s safe to say it’s definitely not just for the kids.
Using this customised approach can help to deliver the right message to the right people at the right time. It also means you are focusing on targeting the decision-makers to maximise the impact of your marketing efforts.
Whether you have seen the movie or not, you can’t miss the pink paraphernalia lining the shops and social media, whether its toys, lampshades, kettles or car parts, there’s always something to take away from a viral marketing campaign.
