Undoubtedly, we are facing the most anticipated movie of the summer and, in fact, of the last few years. Since its announcement in 2009, it has passed through several hands, including actresses Amy Schumer and Anne Hathaway, until in 2019 Margot Robbie accepted the challenge of bringing Barbie to the big screen.
The endearing pink doll that has been a childhood companion for many, lands in Spain on July 21 with a revolutionary marketing campaign that has imbued the world with an atmosphere full of vibrant colors. Not only have we witnessed numerous influencers and non-influencers alike recreating Barbie’s iconic outfits, but we have also witnessed a great display of resources in both the digital and traditional realms to promote the movie.
THE SUCCESSFUL MARKETING STRATEGY BEHIND BARBIE
This film project evokes a feeling of nostalgia in many adults, since the iconic Barbie doll was part of their childhood. Now, being able to see her come to life on the big screen is a trip to the past that is remembered with great affection. In addition, this production has the outstanding participation of renowned artists such as the successful singer Dua Lipa and the popular artist Karol G, which is part of a carefully designed strategy.
A few days before the expected release of the “Barbie” movie , the company has deployed a powerful promotional campaign to generate a great deal of interest around it. This advertising strategy, which includes the usual actions on television, outdoor advertising and social networks, stands out for the number of alliances and partnerships established with other brands. In addition, care has been taken down to the smallest detail related to the doll’s universe to capture the attention of the potential audience and achieve maximum reach for the film.
Thousands of brands that have joined Barbie’s pink universe
Zara’s Barbie-inspired collection
Zara’s Barbie-inspired collection is a resounding success, as some items sold out quickly within hours of its launch, a clear reflection of the excitement generated by the movie. The amazing collection includes several outfits inspired by the iconic outfits that the Australian actress wears as Barbie, such as a dazzling pink vichy plaid dress and a head-to-toe cowboy style ensemble.
Primark and its pink craze
The well-known brand Primark has not wanted to be left behind and has joined this trend. Recently, they have launched a fascinating line of Barbie-inspired products, covering a wide variety of items.
This collection includes fashion items such as sweatshirts, swimsuits and t-shirts, as well as lifestyle products such as wireless headphones, stickers and glasses. With this proposal, Primark offers its customers a unique opportunity to immerse themselves in Barbie’s world and enjoy her style in different aspects of their daily lives.
Collaboration with Xbox
One of the most anticipated and strategic collaborations has recently been revealed: the union of Barbie and Xbox to launch a special edition. Unfortunately, this limited edition is expected to be highly demanded and hard to get. In addition, the company has announced exciting gifts for Forza Horizon 5 players: virtual versions of Barbie’s iconic 1956 Chevrolet Corvette classic and Ken’s Hummer 2022 pickup truck.
This amazing partnership offers fans the opportunity to enjoy these iconic pieces of pop culture in the virtual world of the game.
Airbnb and the Pink House in Malibu
Airbnb has decided to wow fans of the iconic doll with a special experience that will be available on July 21 and 22. In this unique experience, guests will be able to enjoy Barbie’s spectacular mansion, which features a stunning pool that offers unparalleled panoramic views of the California coastline. In addition, the mansion features a fitness center and a charming outdoor courtyard.
For those who book Ken’s room, they will be given the exclusive opportunity to explore Ken’s elegant dressing room, enjoy the mansion’s lively dance floor and dive into the stunning infinity pool.
Reservations for this exceptional experience will be available starting July 17, at 7 p.m. in California. Don’t miss the opportunity to live unforgettable moments in this unique accommodation and immerse yourself in the magic of Barbie’s mansion.
Outdoor advertising
The conventional advertising strategy is also present, however, it is worth noting that the level of recognition of this brand is so extraordinary that it is enough to place a pink poster in public spaces with the release date for it to be immediately identified as the Barbie movie. The notoriety achieved is truly impressive.
The advertising strategy went beyond the traditional posters in public places, presenting innovative proposals. An example of this was the placement of benches in public spaces that were completely decorated with images of Ken and the film’s release date. These unconventional advertising actions captured attention in a creative and effective way.
The artificial intelligence filter Barbie Selfie Generator
Through this filter you can become Barbie or Ken and share it on your social networks. This ingenious idea to make the content viral is one of the brilliant marketing strategies of the creators of our favorite doll. It is very simple and you just have to go to the Barbie Selfie Generator web page and follow the steps.
Once you have completed your customizations, you can download the poster and share it on social media using the hashtag #BarbieTheMovie.
You don’t need a big budget for good marketing
In a digitized and highly competitive world, you don’t need an exorbitant budget to achieve an effective and successful marketing plan. At FlowFlamingo, our agency specializes in providing smart and affordable solutions to help you promote your brand effectively.
Our approach is based on innovative and creative strategies that maximize the impact of your brand without requiring an excessive investment. We use various digital marketing tools and techniques that allow us to reach your target audience efficiently, generating greater recognition and engagement with your brand. If you want to know more about how to make your brand reach more people, we explain all the steps in our article on corporate branding.
