More than 100 brands have signed an agreement with Mattel

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Pink has taken over the information space: bloggers are transforming into Barbie, famous brands are releasing merchandise with the same name, and marketers are trying to understand the reason for the pink madness. The premiere of the full-length film "Barbie" took place on July 20, but a well-thought-out advertising campaign filled social networks much earlier.

There have been many long-awaited films and TV series in recent years, but it is the film about Barbie that deserves the prize for the bestadvertising campaign of the year:

During the first week of henan cell phone number list the film's release, box office receipts exceeded $500 million;
the search query "Barbie" is the most popular in Ukraine and the USA;
Demand for Barbie dolls and other branded goods has increased. The most popular is the collectible Barbie doll based on Margot Robbie;

to use the trademark "Barbie".
Thus, Warner Bros. studio bet not only on charming Margot Robbie and handsome Ryan Gosling, but also on viral, innovative and unusual marketing strategies for promotion. According to the team working on the film, the main goal was to make Barbie accessible to everyone.

We are sure that your social media feed is still filled with Barbie madness, which evokes a feeling of nostalgia and interest. So, what is the reason for such popularity? Is it all about luck or a well-planned marketing team? We suggest finding answers to these and other questions together in this article.

Barbie: The Best Advertising Campaign of the Year
Poster movie Barbie (2023)

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New is well forgotten old: why is Barbie doll popular again in 2023?
July 2023 can safely be called the month of Barbie: thanks to the long-awaited film with Margot Robbie and a successful marketing campaign, the doll from Mattel has once again become a favorite of the whole world. Everyone wants to buy a Barbie, everyone wants to be like Barbie, and, of course, everyone wants to see Barbie in real life: since its premiere, the film has already collected more than $774.5 million at the box office. At the same time, marketing costs amounted to about$150 million.

Barbie is one of the strongest brands in the world, which turned 64 years old. Despite this, this year the pink fever has captured not only children and teenagers, but also adults. Thus, nostalgia for childhood and carefree times, when the biggest problem was to choose a dress for your favorite doll, makes us look for pink clothes, buy popcorn and run to the cinema.

If you look into the components of the film's advertising campaign, most of the techniques are not new. You must admit that the marketers of the Barbie film did not reinvent the wheel: collaborations with famous brands, promotional posters and other events are actively used by other brands.

The real marketing success of an advertising campaign is that marketers managed to find a balance between creativity, innovation and the budget. Everything ingenious is simple, so below we tell you in more detail about the advertising activities that were undertaken to achieve the insane success of the film at the box office.

Barbie Posters and Pink Billboards
The launch of the advertising campaign for the film about the Barbie doll took place on April 4, when Mattel's official Instagram page featuredpublishedposter with the bright Margot Robbie, who played the main role. However, the marketers did not stop there: fans were given the opportunity to create their own poster for the film with their selfie usingartificial intelligenceAnyone can upload their photo and create a movie poster with their own tagline.

Barbie: The Best Advertising Campaign of the Year

Barbie marketers were right to make this move, because UGC content is a real marketing trend of recent years. Thus, user content is an effective tool, given the followingstatistics:

User-generated content is more memorable than content created by professional marketers;
79% of consumers say UGC has a strong influence on their purchasing decisions;
UGC content can increase conversion rates by 29%;
Around 70% of brands believe that UGC content helps them better connect with their audience on social media;
87% of companies use user-generated content in some form to provide their target audience with authentic, interesting and unique information.
The integration of artificial intelligence into the film's advertising campaign was a stroke of genius, as users created content, shared it on social media, and created even more buzz around the film.

It’s impossible not to remember the pink billboards – yes, they had nothing on them except the color and the premiere date! You don’t have to be a consumer of the brand to understand that a certain shade of pink symbolizes the iconic Mattel doll. The marketing team of the Barbie movie understood this and skillfully used it: thus, a traditional marketing ploy acquired a new color.

Barbie: The Best Advertising Campaign of the Year

And what about unusual marketing manifestations? In Dubai, next to the famous Burj Khalifa, an unusual 3D installation was launched. Thus, a giant doll in a stylish black and white jumpsuit effectively comes out of its box.Video clipwith the installation collected more than a million views in the first 24 hours alone. However, motorists did not like this move very much: many complain that the giant doll is frightening in its realism.

Collaborations with famous brands
The excitement around the Barbie brand was not only caused by posters and unusual billboards. Thus, marketers directed their efforts at the target audience of the Barbie doll: if in childhood we were only interested in the toy itself, then having grown up, the interests of the target audience and its financial capabilities have changed.

Marketers have created collaborations and sold trademark rights to more than 100 brands whose products we use in everyday life. Decorative cosmetics from NYX, stylish clothes from Zara and Gap, comfortable shoes from Crocs and Aldo – this is not the entire list! At the same time, we want to mention the loudest and most unusual collaborations that made fans hold their breath:

Burger King in Brazil surprised fast food fans with a Barbie cheeseburger. The taste of pink sauce and crispy bacon instantly transports you to Barbieland!
If you were a kid and wondered what Barbie's dream house smelled like, now's the time to get an answer. The Barbie Dreamhouse candle from Homesick has base notes of sandalwood, lemon zest, and pink jasmine, and top notes of sweet peony and rose will fill your home with an unusual aroma.
Fans of an active lifestyle have the opportunity to ride on Barbie roller skates from Impala Skate . The design of the roller skates exactly reproduces the appearance of the roller skates that Margot Robbie skated on in the film.
Airbnb will help you make your childhood dream come true and spend a few days in Barbie's house . Thus, true fans have the opportunity to rent a dream house in Malibu: here you can see Ken's wardrobe, relax by the pool and throw an unforgettable party in pink.
The world of video games also did not remain on the sidelines of the loud premiere: Microsoft and Xbox released a joint gaming console in the style of Barbie and Ken.
In anticipation of the premiere, even Google changed the search results interface for queries such as “Barbie,” “Margot Robbie,” “Ryan Gosling,” etc. Thus, the user’s screen turns pink and is filled with fireworks.
Barbie: The Best Advertising Campaign of the Year