Inside Barbie’s Genius Marketing Campaign
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- Опубликовано: 16 июл 2024
- The Barbie Movie had one of the best marketing campaigns the film industry has ever seen. Up until its premiere in July, it completely dominated the conversation. Not just on social media where it was trending all the time, but in the real world with some ingenious branding, countless partnerships and a release strategy so smart, that it snowballed into a massive event of it’s own.
I spent some time looking into it, and broke down its success into the five main components that made it work: earned media, startegic partnerships, branding, barbenheimer and tone of voice.
Earned media is a marketing term for any organic content generated by external sources, including articles in news outlets. They had a huge success with their AI tool, TikTok trends and viral stories surrounding the movie.
In terms of strategic partnerships, they collaborated with at least 60 brands around the world, including Fossil Jewellery, ZARA, Truly Beauty, ALDO, Crocks, IMPALA Skates , MOON Oral Care, BEIS Travel, NYX Professional Makeup, Xbox, Kitsch, PacSun, Superga, FUNBOY, Ruggable, Burger King, Barefoot Dreams, rue21, Kendra Scott, Krispy Kreme, PROPER Snacks, DRAGON GLASSWARE and many more. They also collaborated with artists such as Nicki Minaj and Dua Lipa.
Their branding was also on another level. They essentially took ownership of the colour pink. Landmarks, cities and shops from all around the world would decorate themselves in pink leading to the premiere.
The Barbenheimer phenomenon was a true lightning in a bottle and certainly not a coincidence. It was a perfect example of film counterprogramming, and the meme lead to theatres and moviegoers from all around the world to see the double feature.
Lastly, they had a fantastic tone of voice, which is the style they used to communicate. They didn't take themselves to seriously and that resonated with the fans.
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Toni Vesdream
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Toni's Film Club
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Chapters:
0:00 Analysing Barbie's Marketing Strategy
0:39 Earned Media
2:06 Brand Collaborations
3:08 Branding
3:55 Barbenheimer
5:23 Tone of Voice
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Toni's Film Club is all about interesting film history, movies, directing, writing, editing and everything else that goes into this wonderful art form. Oh yeah, and bad jokes. You've been warned.
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After all those years... finally a use for my degree.... a RUclips video.
Anyways, I hope you enjoyed! Thoughts on movie marketing in general? I really love this topic so I could totally see myself diving deeper into it.
P.S. Thanks for 1000 subscribers! We can now fill the biggest movie theatre in Copenhagen!
I'd come to Denmark just to do that lol
A physical event is very high on my bucket list!
Yes! I enjoyed it very much, and I'm sure I'm not the only sure. Would definitely be interested in more videos about this topic, Toni!
Happy to hear! Definitely some really interesting case studies in the movie marketing world.
There's a video in that, for sure. @@TonisFilmClub
As a marketing student myself, this analysis was so good!
I have a good feeling this video will get big man! One of your best yet, really good editing
Thank you! I really hope you are right!
The Barbenheimer phenomenon is unlike anything I’ve ever seen and I’m glad it got people to go see both movies!
Absolutely! Truly one for the books.
Regardless of what one might think of the films, the overwhelming positive is that they brought big numbers of people back to the cinema experience, and that gives encouragement for Studios to produce more movies with an upward and original spin out of the darkness they've been sunk in for quite some time.
@@Pioneers_Of_Cinema Fully agreed! Great to see packed cinemas like that.
Such a good video! The marketing team for the Barbie movie can retire now. Nothing will beat the job they did on this one haha
They’ve earned it that’s for sure. Who knows, maybe we are about to see some really good campaigns trying to top it!
Competition is always good @@TonisFilmClub
Leave it to Burger King to come up with a burger for literally everything. Still can't believe there's no Whoppenheimer with extra radiation on the side.
Plenty of untapped potential with Oppenheimer and fire/grilling/spicy
Great analysis Toni!
This coming from you is the ULTIMATE stamp of approval!
Congratulations on 1000+ subscribers. Your relationship now rests secure. (until the 5000 sub itch anyway)
hahahaha thank you!
It’s been half a year Toni, we really really miss you😔
I miss YoTube too! I promise I will be back with even whackier jokes!
@@TonisFilmClub yay! Can’t wait!
@@TonisFilmClub Was wondering too what your plans are. I nearly gave up as all my three channels virtually froze. And I had a weird experience with the 'Promote' feature which tanked the main channel.
@@Pioneers_Of_Cinema It's time to return :)