Barbie had a $150 million dollar marketing budget, which is significantly more than most major movies. This is also much more than the average marketing budget of any small to medium-sized business! That being said, every business can still learn from the massive marketing success of Barbie. Their marketing team consistently thought outside the box, and appealed to the emotional pull of women’s childhoods. This strategy brought women together, with every generation of women flooding to the movie theaters dressed in pink. As a result, Barbie has grossed over one billion dollars at the worldwide box office.
So, how does this multi-million dollar marketing budget apply to the average business owner?
Check out our top Barbie tips below.
Join Social Movements: Barbie successfully amplified the feminist movement, utilizing the movement throughout their marketing strategy. It made women excited to see the movie, and created a powerful sense of womanhood. Existing movements already have power, and most people rather support a business that supports a good cause. Take advantage of this, and develop campaigns that showcase your support of various social movements. This strategy will humanize your business and force people to pay attention. Be sure to choose a movement that will align with your audience.
Tell Your Story: Greta Gerwig, one of the most successful movie directors of all time, attempted to create this movie for years before there was traction. Gerwig brought Margot Robbie into her production team, and together they approached Mattel with a revolutionary idea for a movie. The Barbie movie continuously pokes fun at Mattel, including the patriarchal structure that upholds every corporation. Unsurprisingly, Mattel took their time agreeing to such a plot. For the entire Barbie team, developing the movie was a difficult process. Gerwig and Robbie did not shy away from these struggles while promoting the movie; instead, they chose to tell their story. It made people more interested in the movie and provided a real-life background to the creation of the film. So don’t be afraid to tell your story, including the difficult parts.
Utilize Social Media: Almost every marketing article will remind you to take advantage of social media, especially because it is a cost-effective method to connect with your audience. Some of Barbie’s most significant marketing techniques cost nothing, and they succeeded in creating viral videos that people continued to share. Pay attention to trends, understand your target market, and create content that people will want to share.
Create Cross Promotional Strategies: A key element of Barbie’s marketing success was their brand collaborations. Barbie partnered with some of the most trendy brands of the year to build publicity for the movie, such as Zara, OPI, and even Airbnb. Look for ways to partner with similar brands in your community to reach a wider audience and create more awareness.
Be Inclusive: The film made a point to be more inclusive and relatable to their audience. Although Barbie was originally known for catering to a young female audience, by creating more diversity in the film, more people were able to enjoy it. Not only did young women enjoy the film, but so did older generations and men. Be sure to consider a more diverse audience in your next marketing campaign so that more than just a target sector can enjoy your product or service.
Written By: Hannah Smolicz & Makayla Miano
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