With an impressive marketing budget of $150 million, Barbie, the highly anticipated film directed by Greta Gerwig and starring Margot Robbie and Ryan Gosling, made its way to the big screen as an unprecedented cinematic event. This ambitious investment was reflected in an unparalleled promotional strategy that encompassed traditional media, creative outdoor ads, and thrilling experiential activations.
The impact of this strategy was immediate, as Barbie stormed the box office with overwhelming force from its release day. Within just three days in the United States, the film garnered a staggering $155 million, equivalent to nearly 140 million euros. Globally, the box office reached an extraordinary $337 million, solidifying its status as a resounding success in terms of revenue.
The film's triumph at the box office not only showcased the power of a well-crafted marketing strategy but also confirmed its allure to the audience, who responded with enthusiasm and excitement to this fresh and captivating adaptation of the iconic Mattel doll.
Marketing goes pink with Barbie's big-screen debut
The marketing strategy implemented to promote the movie has been a resounding success. Since the release of the first official trailer, anticipation and excitement among fans and the general public skyrocketed, causing a buzz on social media and in the media.
Greta Gerwig, known for her ability to direct films with strong and complex female characters, has given Barbie a new dimension on the big screen. Her contemporary and empowering approach has resonated with the audience, attracting both lifelong Barbie fans and new generations discovering the magic of this iconic doll.
The marketing strategy employed for the Barbie movie release has been a true lesson in turning a cinematic production into the event of the year. The movie has actively engaged Barbie's followers, establishing a two-way relationship.
The implementation of a social media filter called "Barbie Selfie Generator" allowed users to transform into their favorite characters from the Barbie universe through artificial intelligence. This creative concept became a viral phenomenon, attracting thousands of people eager to be part of the Mattel universe and generating a significant impact on social media.
Google couldn't miss out on the Barbie trend. The popular internet search engine joined the fever of the iconic Mattel doll and launched a fun feature. When users search for the word "Barbie" or the names of the movie's protagonists, Ryan Gosling and Margot Robbie, on Google, a magical effect is triggered, filling the computer screen with pink sparkles, enchantingly adorning the search experience.
An enchanting experience was "World of Barbie," held during the "Barbie Dreamhouse Tour" in the United States. Attendees not only had the chance to step into Barbie's iconic Dream Camper, but also to delve into the history of this beloved toy, and most surprisingly, become one of them! By entering the boxes of the legendary Barbie collections, visitors embarked on a unique immersive journey, fully immersing themselves in Barbie's magical universe.
However, undoubtedly, the move that truly astonished Barbie fans and the media was the teaser of a powerful marketing campaign: the announcement of Ken, Barbie's boyfriend, as an Airbnb host. With the movie's US release just around the corner, excitement escalated even further when it was revealed that the first and only person to book Barbie's Dreamhouse in Malibu would spend the night there for free! A once-in-a-lifetime opportunity that nobody would want to miss.
The relationship between Barbie and consumers encompasses needs, aspirations, and nostalgia. Throughout the years, this doll has successfully filled a significant void in its target market. Beyond the movie release, Barbie has always remained at the forefront, offering a wide range of products and experiences that ignite dreams, such as dream houses, luxury cars, trendy clothing, and perfect professional or social settings.
These objects, experiences, and advertising messages are designed to connect with the aspirations of consumers who look up to Barbie and aspire to be like her. The doll has left a nostalgic mark on those who grew up admiring her and has become an iconic figure that has influenced entire generations.
Margot Robbie's enthusiastic involvement in the promotion has been an additional factor that contributed to the success of the strategy. Her excitement and choice to wear various outfits inspired by Barbie dolls during promotional events generated even greater anticipation and enthusiasm among fans, who see the iconic spirit of Barbie reflected in the actress.
The involvement of brands
Where Barbie truly shined was in the realm of brand partnerships. Warner Bros. and Mattel secured over 100 licensing agreements that brought the Barbie name to every imaginable corner. There's no store or shopping center in the United States that hasn't been invaded by products featuring the iconic image of the doll!
These partnerships not only helped increase awareness about the movie but also proved to be a significant ally in offsetting production costs. Licensing partners paid a fixed fee or a royalty for the rights to sell products featuring the Barbie brand. A brilliant move in the marketing strategy!
Butrich, Aldo, NYX, and Zara were among the brands that launched collections capturing the essence and iconic style of the beloved doll. From shoes to makeup, these collaborations transported us to Barbie's magical world, where fun and fashion blend in a burst of color and glamour.
In conclusion, Barbie's movie marketing strategy stands as an exemplary case of leveraging creativity, innovation, and interactive approaches to create an unforgettable cinematic event. The film engaged its audience at every step and successfully transformed a movie into an exciting and captivating brand experience. Other brands could learn from this successful strategy by focusing on audience interaction, creating immersive experiences, and collaborating with others to amplify their marketing campaigns' impact. Ultimately, Barbie's movie has demonstrated that creativity and ingenuity can make a difference in promoting a film and lead it to unprecedented success.