Hi Barbie, Let’s go Party...
This is what a comeback looks like.
If you’ve been on social media in the past few months, you've probably seen parts of the extravagant Barbie Movie campaign.
But just in case you’ve missed it - here’s the TL;DR - the movie has been in the works since 2014.
The production went through some drama with Universal, Sony, and Warner Brothers rights. But that’s not all - in a true pop culture fashion - the lead role was also at the center of drama - Amy Schumer was cast as Barbie, only to later be replaced by Margot Robbie.
The production of the movie is rumored at 145 Million Dollars, excluding the 100 Million dollars marketing budget.
So, What can we learn from the brilliant marketing moments (and the not-so-brilliant ones) the new Barbie movie team created, without spending that much?
Working closely with complementary brands can support your brand perception in ways you haven’t imagined.
When it comes to a well-established brand like Barbie, the need for brand recognition support decreases (As Barbie has one of the strongest brand associations), but the focus is around conversion - creating excitement to drive sales.
Where some collabs seemed very natural, like the Aldo collection or the NYX makeup line - because a big part of Barbie’s brand identity is centered around fashion, others are not as obvious - Like the XBOX collaboration, but it holds a great impact - as Barbie’s sales dropped when electronic gaming consoles became popular.
Looking to create collaboration for your Employer Brand? Focus on the values you want to showcase and the areas you want to improve for your brand - utilizing other brands' strengths.
Trying to reach the masses requires segmentation and approaching your desired audience in a way that speaks to them. Especially when they aren’t your already engaged target audience.
But, Who is the target audience here? While Barbies are for kids, the movie is not targeting kids. However, this gap required addressing - when advertising to different demographics and generations - Especially since Barbie’s relevance has declined due to social criticism (Not inclusive, harming body image) and the development of electronic toys.
Creating different campaigns for different audiences is the magic behind this marketing master plan.
Whether it’s the casting choices (Margot Robbie is the hottest name in Hollywood nowadays), Different collaborations with brands - such as the partnership with Forever 21 that included an in-store clothing line, as well as a metaverse clothing line in Roblox, including reality stars in their social promotion strategy, and the DreamHouse features in Architectural Digest and Airbnb.
Trying to grab your audience’s attention? segmentation is the key.
Aiming to make a bigger impact? Try to bridge existing gaps in perception for different demographics and generations.
Barbie has been one of the strongest brands in the world, with a strong brand recognition. But due to the changes and the need to adapt, the need to reinvent the brand and create a fresh take on it rose. This could have meant going “against” what Barbie was all about - the fashion, accessories, the dream houses, and cars.
The power of this brand refresh? Barbie stayed true to what the brand represented - utilizing the power of nostalgia, brand recognition and history.
Margot Robbie’s press tour outfits being Barbie dresses is the perfect example of it.
Reinventing your brand? Capitalize your strengths - Don’t shy away from what your brand is.
And one thing you shouldn’t learn from it - Staying at a surface level might be hurting your brand. The Barbie movie is a feminist thought-provoking movie, dealing with plenty of social issues. However, the marketing campaign is solely focused on the fun, glitter, and diamonds side of Barbie, not showcasing the true value the movie provides.
Building your Employer Brand strategy and campaign plan? Remember to take a deeper dive into what makes your company unique, your values, and not just the surface level of parties and happy hours.
