Film production businesses are always looking for fresh approaches to enthrall viewers and boost sales. Barbie, the well-known doll made by Mattel, is one such company that has accepted this challenge. With the premiere of the eagerly awaited “Barbie” movie, the company has not only transformed its marketing strategy but also succeeded in gaining new followers and engaging with adult audiences. In this post, we’ll examine the factors that make “Barbie” a new age in movie marketing and examine the strategies the company used to win over new customers.
Branding plays a pivotal role in the success of any movie marketing campaign. It helps establish a connection with the target audience, evokes emotions, and creates a distinct identity. Barbie has mastered the art of branding by understanding the importance of knowing who they are talking to. According to Landor & Fitch’s Mancini, many brands try to be everything to everyone, but Barbie has beautifully identified its target audience. This understanding has allowed the brand to resonate with adult audiences through its film marketing efforts.
The decision to target adult audiences is a significant shift for Barbie. Lisa McKnight, executive VP and global head of Barbie and dolls at Mattel, revealed that this pivot has been in the works for the past decade. While inspiring children has always been a primary goal, McKnight emphasized the need to instill Barbie’s message of empowerment, inclusivity, and nostalgia in parents as well. This shift in focus has resulted in the creation of a PG-13-rated film that speaks directly to young parents, leveraging viral moments and social media platforms.
In the age of social media, brands must adapt their marketing strategies to reach and engage with their target audience effectively. Barbie’s movie marketing campaign has found tremendous success on platforms like Instagram, TikTok, Reels, and YouTube Shorts. The film’s marketing team has recognized that everything is now an opportunity for viral content, and they have seamlessly integrated Barbie into the way young adult life resembles childhood play. This strategy has not only garnered attention but has also established cultural relevance for the brand.
To truly connect with the young parent demographic, Barbie’s movie marketing campaign has focused on embracing the reality of young adult life. DiMassimo highlights the saying that if you want to sell something to teens or young adults, you need to make sure that mom hates it. However, this is not the case when it comes to young kids. By winning over 25- and 30-year-olds, Barbie has successfully captured the attention and loyalty of the younger generations as well. This approach has solidified the brand’s position as a cultural phenomenon.
Barbie has always been an influential figure in the world of toys, but the brand’s commitment to empowerment and inclusivity has taken on new significance in the movie marketing realm. McKnight stresses the importance of instilling these values in both children and parents. By showcasing strong and diverse characters in the film, Barbie sends a powerful message that resonates with audiences of all ages. This commitment to inclusivity has allowed the brand to connect with a broader audience and attract new fans.
The success of Barbie’s movie marketing campaign can be attributed, in part, to the dedication and involvement of Mattel’s executives. Richard Dickson, Mattel’s chief operating officer, and president, actively participated in the film’s production process, even traveling to London to dispute an off-brand scene in the Warner Bros. film. However, after discussions with Robbie and Gerwig, the decision was made to keep the scene. This level of commitment from the brand’s executives demonstrates their understanding of the importance of aligning the movie with Barbie’s brand identity.
Barbie’s movie marketing success can be attributed to a recipe for cultural relevance. By integrating the way young adult life is experienced through viral moments and social media platforms, the brand has managed to stay relevant and capture the attention of its target audience. The combination of empowerment, inclusivity, nostalgia, and a touch of controversy has created a buzz surrounding the film, attracting fans of all ages. Barbie’s ability to adapt and evolve has positioned it as an industry leader in movie marketing.
The release of the “Barbie” movie marks a new era in movie marketing for the iconic doll brand. By understanding their target audience, embracing social media platforms, and instilling messages of empowerment and inclusivity, Barbie has managed to captivate adult audiences and attract new fans. The dedication of Mattel’s executives and the brand’s commitment to cultural relevance have solidified Barbie’s position as a thought leader in the field of movie marketing. As the industry continues to evolve, it is clear that Barbie will continue to innovate and inspire future generations.
First reported by AdAge.
