Barbie, the iconic 64-year-old doll from Mattel, has once again captured the hearts of millions worldwide with the release of the Margot Robbie-led movie. The fanfare surrounding the film is not surprising, as it taps into the emotions of people, inviting them to relive their childhood memories and rekindle their attachment to the beloved toy.

The power of marketing is undeniable, with the Barbie movie raking in an impressive $337 million in its opening weekend at the global box office, whereas Oppenheimer (released on the same day) has garnered $174.2 million in the same period [1].

In this blog, we will explore seven brilliant marketing lessons that the Barbie brand has taught us through its successful movie release and the inescapable marketing campaign that accompanied it.

1. Tap into Emotions

Barbie’s enduring popularity lies in its ability to tap into emotions and create a sense of nostalgia. The movie’s marketing campaign successfully targeted adults who grew up playing with Barbie, reminding them of the cherished moments they had with the doll. By appealing to these emotions, Mattel not only captured the interest of their original target audience but also encouraged new generations to embrace the iconic toy.

2. Commitment

The Barbie movie’s success is not an overnight achievement. It took a remarkable 14 years in development, $150 million marketing budget, over 100 brand partnerships [2], and close to half a million articles, mainly discussing the PR efforts. As marketers, we can draw invaluable lessons from Barbie’s triumph, reminding us that while instant gratification is tempting, it is the enduring commitment and consistency that can truly make a brand iconic and beloved.

3. Incredible Cast and Compelling Content

An incredible cast can make all the difference in a movie’s success, and the Barbie film was no exception. With Margot Robbie as Barbie, Ryan Gosling as Ken and lots more famous names, the movie had a star-studded line-up that attracted attention and generated buzz. The script and one-liners were crafted to be attention-grabbing and shareable on social media platforms, further amplifying the film’s reach and impact.

4. Engaging on Digital Social Platforms – Building a Community

Mattel understood the assignment, building a strong online presence and engaging with audiences on digital social platforms. They leveraged these platforms to build a vibrant community around Barbie, sparking conversations and interactions among fans worldwide. This strategy fostered a sense of belonging and loyalty, creating a dedicated fan base that eagerly awaited the movie’s release.

5. Stand Out Visuals

Barbie has always been known for its striking visuals, and the movie stayed true to this aesthetic. From colourful sets to eye-catching costumes, the film visually stood out, creating an immersive experience for the audience. The marketing team capitalised on these visuals to create captivating trailers, posters, collaborations and other promotional materials that further heightened anticipation.

6. Multicultural Soundtrack – Inclusive and Modern

Understanding the significance of inclusivity in today’s world, the Barbie movie incorporated a multicultural soundtrack that appealed to a diverse audience. The modern and trending music choices resonated with people from different backgrounds, further enhancing the movie’s appeal and relevance.

7. Budget – Believe & Invest

The success of Barbie’s marketing campaign showcases the power of believing in the product and investing in multi-channel marketing strategies. The film’s impressive box office performance demonstrated that a well-funded marketing campaign can yield exceptional results. Now, we’re not saying you need a marketing budget of $150 million, but it’s important to recognise that a portion of your resources need to be allocated to marketing efforts.

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[1] https://www.forbes.com/sites/maryroeloffs/2023/07/24/heres-where-barbie-and-oppenheimer-broke-box-office-records-this-weekend/

[2] https://www.theguardian.com/film/2023/jul/01/from-airbnb-to-xbox-brand-barbie-goes-for-big-bucks-with-100-partnerships