IT’S A PINK WORLD –
You thought it was a girl’s toy right?
Not anymore Barbie has come a long way since then.
Barbie doll entered the world the same way as Margot Robbie’s role in the movie Barbie, wearing black-and-white zebra striped swimsuit and a signature ponytail with blonde hair.
But Mattel, a Barbie doll company, was faced with many criticisms of lacking diversity, which led to the introduction of Barbies in many other skin colours. From Hispanic dolls to African American dolls, Barbie has now become a beacon of inclusivity, diversity, and empowerment of women.
Now with the release of director Greta Gerwig’s movie “Barbie” starring Margot Robbie and Ryan Gosling as Barbie and Ken, the demand for Barbie has reached new heights. The rumored “Barbie marketing budget” is around $100 Million showing results. With the awe-inspiring efforts of the Barbie marketing team, we are living in the Barbie world.
The iconic shade of pink associated with Mattel’s Barbie is so universally recognized that it has become synonymous with the brand itself. A fact well exploited by the marketing team of Barbie.
MARKETING STRATEGY OF BARBIE –
1. Leveraging AI –
The marketing team of Barbie got to work the moment the trailer was released back in April. They released a website www.barbieselfie.ai. It had an AI-powered app called PhotoRoom which edited people’s photos into a Barbie poster with a customizable tagline “This Barbie is a ____.” It was a genius move when you discover the website witnessed traffic of half a million visits. With people spending an average of 2:29 minutes, the engagement of the website was high.
2. Google hit with Barbie fever –
Adding to the hype around the recent release of the movie, Google adds pink splashes and pink backgrounds to the search result when searching for “Barbie”. People are taking to social media to share screenshots of their search results. The consistent addition of new marketing stunts by the marketing team built up the anticipation, for Barbie movie. This interest is only increasing with time as the release date draws near.
3. Digital media presence –
Digital presence can make or break a brand. Barbie sure knows how to use social media to its benefit. The brand has maintained a strong social media presence. The Barbie hashtag is trending on all social media platforms, and the popularity of the hashtag has increased to
- Barbie on Snapchat – Snapchat is giving access to Barbie’s virtual wardrobe to its users through the app’s Lens Carousel or by scanning the Snapcode using the Snapchat camera. This has been a hit with the Gen Z demographic.
- Barbie on Facebook has been very effective which gathered a whooping 6.4 Million users of its brand hashtag. This indicates that people are talking, posting, and engaging with the brand. A huge win for User-generated content. It has tapped into people’s nostalgia and created a community where they are inspired to engage in conversations and express their love for Barbie.
- Barbie on Instagram – Barbie’s Instagram account has a massive 3.2 million followers, providing a digital space where diverse cultural audiences can interact with the brand.
d. Barbie on Pinterest-Users have pinned away to glory with barbified products. From Babrie nails, wardrobe, hair and even birthday cakes.
4. Collaborations with various brands –
The world is painted pink with Barbie fever and brands are jumping to the opportunity to collaborate with Barbie. Tangle Teezer hairbrush, Airbnb, Zara, the hot pink colour suitcase with luxury brand Beis and many more companies are partnering with Barbie, helping Barbie create a crazy buzz around its release.
In an attempt to find a date for singles, Bumble with Barbie released a Barbie-themed tool to deliver Barbie or Ken-themed compliments to other users. It was a smart move by the marketing team.
Further, to encourage sharing on social media, Barbie has released customized “pop-corn” pink buckets. Helping the target audience identify better with the brand.
5. Barbie walks in her high heels into Metaverse –
Barbie partnered with Forever 21 to offer “Barbie-themed collection” in the real world as well as in the Metaverse. It has created an artificial intelligence (AI)-designed virtual Forever 21 x Barbie fashion collection available exclusively on its Shop City metaverse experience on Roblox, which allows users to build and operate their own fashion store.
6. Brands have redefined their target audience –
The Barbie wave has swept everything with it. Even Microsoft’s Xbox could not stay away. It has partnered with the pink team and is hosting a competition where the winner will win a pink console housed in a mini replica of Barbie’s Dreamhouse. Not only have they diversified their line of Barbie-themed Xbox accessories but by doing so changed their target audience as well. A brand that generally focuses on young men has transformed its products to attract attention from non-gamers women as well.
Forza Horizon 5 players can drive in Barbie’s pink 1956 Chevrolet Corvette EV Corvette or Ken’s 2022 GMC Hummer EV Pickup. There was also a 14th July livestream from the “World of Barbie” that included races between Barbie and Ken’s rides in Forza Horizon 5.
Conclusion –
The tireless efforts of the marketing team of Barbie have shown results. A brand that was initially associated with young females, has found its place in the life of everyone. From adult men to women, all have eagerly waited for its release. The viral trends of social media have removed any reservations about the movie relating to only women. From the cast of the Barbie movie walking down the “pink” carpet to the trending roller skating dress, we can take some tips from the various marketing strategies.
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