How to Market Your Business Like the Barbie Movie

Netting over $1.4 billion at the box office, the Barbie movie franchise has proven to be a global phenomenon. We’d all heard about this movie for months before it hit theatres, as the Barbie marketing strategy was one of the most effective and well-executed in Hollywood.

In the following article, we’ll look at five key takeaways from the success of this strategy and how you can implement them.

1. Mastering Repetitive Marketing

Repetition is crucial in modern marketing. Studies indicate that consumers typically need to see a product or service 10 to 20 times before deciding to purchase.

Utilizing social media, especially Instagram stories with action-oriented language, boosts engagement. The Barbie movie used an Instagram filter, the ‘Barbie Selfie Generator’, that allowed users on Instagram to take a selfie and plop themselves into the world of Barbie.

This is a perfect example of innovatively utilizing repetitive marketing. By incorporating interactive elements, Barbie created a fun and engaging experience for potential viewers while still promoting the movie. The ad ended up everywhere, being used over 13 million times during the pre-release campaign.

2. Collaborating with Influencers

Influencer marketing has become increasingly popular in recent years, and for good reason. Brands can reach a wider audience through partnerships with influencers who have a large following on social media platforms.

In the case of Barbie, they collaborated with various fashion bloggers and influencers to promote their movies. These influencers created pink Barbie-themed looks, dressed in bold, sparkly outfits, and created hundreds of hours of content to share with their followers.

This strategy expanded Barbie’s reach and allowed for a more authentic and relatable movie promotion through influencers that resonated with their audience. It also created a sense of excitement and anticipation for the movie among fans who were following these influencers.

3. Diverse Strategies, Unified Goal

Barbie took omnichannelling to the next level by incorporating various marketing strategies such as social media, influencer collaborations, and interactive experiences. They didn’t just stick to one thing and roll with it. They dipped their toes into many pots, and it worked a charm.

You could catch Barbie-themed pop-ups in stores worldwide, pink Billboards, see a Barbie selfie, or use a Barbie-inspired product. There were podcasts, live events, and even Barbie-themed Instagram filters to keep the buzz going. The diverse strategies were all connected to the same goal: promoting the movie in a fun and engaging way.

Different demographics had their hearts captured by the magic of Barbie. The lesson from this is simple: don’t be afraid to use omnichannel marketing to diversify your market. 

Jump onto Facebook and share some tips on how to use your product, create a TikTok challenge like rap duo FlyanaBoss, or collaborate with a popular influencer. It’s all about reaching different audiences in unique and creative ways.

4. Harnessing FOMO (Fear of Missing Out)

When people consistently witness others participating in something, they naturally become curious and feel left out. Barbie utilized FOMO as a conversion strategy, creating a sense of inclusion. It seemed like everyone online was doing pink make-up, getting glitzy, and taking pictures at those iconic pink phone booth pop-ups.

It isn’t just Barbie who uses this tactic well. Zara is the king of FOMO, frequently releasing unique, limited releases that align with seasons and trends. This creates a sense of urgency and exclusivity, driving customers to purchase faster.

FOMO can also be implemented in smaller businesses or start-ups by offering limited-time discount codes, releasing exclusive products or hosting pop-up events. It’s all about creating a sense of scarcity and excitement around your brand.

5. The Power of User-Generated Content (UGC)

A cornerstone of the Barbie marketing strategy was user-generated content (UGC). This is the kind of content that floods your feed of people cleaning their homes, doing makeup, and any regular lifestyle activities.

Barbie encouraged fans to share photos of themselves using hashtags, creating a community of Barbie lovers and increasing brand visibility.

UGC is a powerful tool for building trust in your brand, as it’s more authentic and relatable than traditional marketing content. It also shows that your customers are satisfied with your product or service, increasing the likelihood of attracting new customers. It’s the new version of “word of mouth”.

Telfar is a perfect example of businesses that focus on UGC marketing. It’s reported that roughly $7 million is made per release. They opened a new lane for UGC marketing, pricing, and shipping. Making the bags the face of daily life, marketed by the people.

Businesses can encourage UGC by creating branded hashtags, and social media contests. This not only boosts brand awareness but also creates a sense of community and loyalty among customers.

Key Takeaways

Take a cue from Barbie and utilize FOMO, UGC, and omnichannel marketing in your marketing strategy.

All of these tactics can drive sales, increase brand visibility, and foster a loyal customer base. Don’t be afraid to get creative and experiment with different strategies to find what works best for your business.

I’d love to hear down below how you’re incorporating these tactics into your own marketing plan!

Stay tuned for more insights on effective marketing strategies.