The live-action movie “Barbie”, produced by Warner Bros., was released in cinemas on July 20th, 2023. As soon as the movie premiered, social media was flooded with “Barbie Pink” which took over every platform, Google, TikTok, Facebook, Instagram and etc., you can try and search “Barbie” on Google, the whole background will turn pink and the pop-out sparkle. As you can see, Barbie marketing never sleeps.
In addition, from toys to clothes, shoes, handbags, and watches, everything was dominated by the iconic colors of these “Barbie Pink.” How did Barbie manage to make people never forget their existence and successfully enter the adult world? What are Barbie’s marketing strategies?
The power of nostalgia
Anyone who has a deep understanding of Barbie knows that the company was established in 1959. Therefore, the screenwriter of the “Barbie” movie is well aware of how to skillfully use “nostalgia or iconic symbols of childhood” as a marketing direction. This indirectly attracts a large audience of girls who still have a girlish and childlike heart to watch this movie.
For many people when they were young, Barbie dolls were often one of the toys young girls received. They also launched accessories that could be used to dress up Barbie dolls, such as combs, clothes, shoes, Barbie kitchen, etc., allowing children to share joyful moments and cultivate friendships together.
Leading Social Media with Pink Energy Strikes
Barbie’s iconic pink color served as a gimmick during the pre-release marketing phase of the movie. Major social media platforms and even outdoor billboards were flooded with Barbie’s pink color, capturing the attention of numerous people. This made it seem like Barbie was omnipresent, becoming a topic that could be mentioned and discussed in people’s daily lives.
During the initial promotion stage, Barbie achieved successful marketing by leveraging “the power of femininity” and the attention-grabbing nature of the color pink. As a result, Barbie became impossible to ignore, whether it was in the fashion industry, shopping malls, toys, food, and so on.
Good at Collaborating With Merchants To Launch “Barbie” Joint Series
In order to successfully market this film, both Warner Bros. and Mattel have put in a lot of effort. They have collaborated on thousands of products with nearly a hundred brands, all working together to create Barbie’s Summer Party. Their goal is to achieve a stunning comeback.
Renowned brands like GAP, ALDO, Fossil, Cotton On, NYX, and others have eagerly partnered with “Barbie” to launch co-branded products, witnessing the charm of Barbie’s pink.
Captivating existing Barbie fans is not a difficult task, but how to attract a larger “Barbie” audience might be the direction Mattel needs to deeply contemplate. Changing the general public’s negative stereotypes about “Barbie” might indeed require a live-action movie that is more relatable to real life.
Regardless of the circumstances, Barbie has managed to stand strong and endure all these years since its inception. I believe its marketing strategies have also been refined through countless trials and experiences. Undoubtedly, Barbie’s marketing tactics are truly unparalleled and cannot be replicated.
This is why marketing campaigns are important to ensuring that your brand stands out and achieves unparalleled success in the digital landscape. Let Zumax Digital help you craft a distinctive and unbeatable marketing strategy that sets your brand apart and engages your target audience effectively.
