Barbie’s Top 3 Promotional Tactics
June 27, 2023
Tags: digital marketing, digital marketing consultant, social media advertising, tiktok ads, youtube, youtube creative,
“She’s everything. He’s just Ken”
Who is working harder than Barbie The Movie’s marketing team? Whether or not you want to see the movie, or have an affinity for Barbie and Ken, the promotion IRL and online is blowing up and has takeaways for the marketing pros out there.
Shout out to @MosheIsaacian (Twitter) for compiling 27 ways the Barbie marketing team has gone above and beyond to promote the upcoming summer “blockbuster.” Barbie has a few things going for it right away. One of Barbie’s strengths includes using a dazzling pink color; the dolls evoke nostalgia from Baby Boomers to Millennials. Afterall, the doll has had over 40 years of continuous television exposure.
Below are the top 3 promotional tactics that stood out to the HBT Digital team. From a digital marketing campaign settings perspective, general awareness campaigns include creating and posting branded videos that play in the social media arena. Consideration campaigns are afoot with “video views” and website visits goals. Sales conversion campaign goals are rampant with businesses including Hot Wheels and Moon. Check out a few stand-out promotions!
Architectural Digest
Architectural Digest provides exclusive access to the world’s most beautiful homes and the fascinating people who live in them, bringing its audience a wealth of information on architecture and interior design, art and antiques and travel destinations. At the moment, Barbie is pretty fascinating, so a home tour makes sense! Click the image above to take a tour of Barbie’s Dreamhouse!
From a digital marketing perspective, launching an eye-catching video on YouTube is a great way to trend, especially because YouTube is such a large search engine processing more than 3 billion searches a month. The video is already up to almost 7 million views in under two weeks!
Hot Wheels
Remember Hot Wheels? People love this brand and toy cars because they are cute, small, cheap, and most importantly, realistic. Their success includes sales topping $16 million in the first year and have hardly slowed since due to releasing each year’s new car models. For the collector, doesn’t this iconic vehicle make sense to add to your collection? What a perfect piece of memorabilia using Barbie’s 1956 Corvette.
Moon
Moon, a DTC “oral beauty experience,” has an official partnership with Mattel and Barbie The Movie. Recently, they collaborated on a sparkly pink Bubble Mint Toothpaste and matching Electric Toothbrush. The complete set retails for $92.98 and is a surefire way to make you feel good in the morning as you get ready for work.
Why does this collab work? The health and beauty space absolutely kills with influencer marketing on social media platforms. Look what we found on TikTok!
As you can see, Barbie The Movie brings fantastic awareness through multiple marketing channels. From outstanding video content to influencer marketing, the movie is sure to draw huge box office numbers when it officially premiers July 21, 2023. A few takeaways for your next marketing campaign include creating mutually beneficial partnerships, thinking outside of the box (Hot Wheels), and using influencers that can demonstrate product capabilities.