What Marketers Can Learn from the Barbie Movie!

Forget everything you thought you knew about Barbie. She’s shed the plastic smile and traded her convertible for combat boots. In 2023’s live-action Barbie, our childhood icon struts onto the silver screen not as a passive princess but as a rebel with a cause. This isn’t your grandma’s Barbie movie. This is a bold reimagining, a cultural earthquake that shook the very foundations of pink aisle dominance.

The Barbie movie was a blockbuster success that has achieved remarkable results in terms of revenue, reach, and impact. The movie’s marketing team has used innovative and effective strategies and tactics to promote the movie and create a cultural phenomenon.

But the tremors weren’t confined to Hollywood. The film’s marketing campaign was a masterclass in brand reinvention, leaving a trail of glitter and marketing gold in its wake. Marketers take note: Barbie‘s not just playing dress-up any more. She’s rewriting the rules of the game, and there’s a whole lot to learn from her pink-powered playbook.

What Marketers Can Learn from Barbie Movie?

As marketers, we can learn a lot from the Barbie movie and apply some of its lessons to our own campaigns and businesses. Here are some of the main lessons that we can learn from the Barbie movie:

1. Master the Art of Anticipation!

The Barbie movie marketing team has created a powerful teaser campaign that has generated buzz and excitement well before the movie’s release. By using various channels and platforms, such as social media, brand partnerships, and content releases, the team has built a strong narrative and a sense of scarcity and exclusivity around the movie. This has captivated the target audience and encouraged them to engage with the movie and its message. 

As marketers, we can use this strategy to create a peak moment of activity and attention around our product launches or events and deliver a compelling and unforgettable experience that leaves a lasting impression. Anticipation can be a powerful tool for marketers, as it can create a sense of urgency, engagement, and loyalty among the target audience. Here are some ways to master the art of anticipation in marketing:

Create a Teaser Campaign

A teaser campaign is a series of promotional messages that reveal some information about a product, service, or event but not enough to satisfy the curiosity of the audience. The purpose of a teaser campaign is to generate buzz and interest and to make the audience eager to find out more.

A teaser campaign can use various channels and platforms, such as social media, email, video, or print, and it can last from a few days to a few months, depending on the launch date and the marketing objectives. A teaser campaign should have a clear and consistent theme, tone, and message, and it should create a narrative and a story that the audience can follow and relate to.

Use the Curiosity Gap

The curiosity gap is the difference between what the audience knows and what they want to know. The curiosity gap can be used to capture the attention and interest of the audience and to motivate them to take action, such as clicking a link, watching a video, or buying a product.

The curiosity gap can be created by using headlines, titles, captions, or slogans that pose a question, make a promise, or imply a benefit but do not reveal the answer, the solution, or the outcome. The curiosity gap should be relevant, intriguing, and credible, and it should not be too vague, too obvious, or too misleading.

Build Suspense and Drama

Suspense and drama are elements of storytelling that create tension, emotion, and excitement in the audience. Suspense and drama can be used to enhance the anticipation and impact of a marketing campaign and to make the audience feel involved and invested in the outcome.

Suspense and drama can be created by using techniques such as cliffhangers, countdowns, surprises, twists, or challenges and by using words, images, sounds, or colours that evoke a sense of mystery, danger, or urgency. Suspense and drama should be balanced and proportionate, and they should not be overused or exaggerated.

Deliver on the Expectations

The final and most important step of mastering the art of anticipation in marketing is to deliver on the expectations that have been created by the teaser campaign, the curiosity gap, and the suspense and drama.

The delivery should be timely, satisfying, and memorable, and it should match or exceed the expectations of the audience. It should also provide value, benefit, or reward to the audience, and it should encourage them to share their feedback, experience, or opinion with others. The delivery should also be followed by a “Thank You” message, a call to action, or a next step to maintain the relationship and the loyalty of the audience.

2. Leverage the Power of Audience Segmentation

The Barbie movie marketing team has successfully expanded its reach by targeting not only children but also adults through content that appeals to both age groups. The team has understood the needs, preferences, and behaviours of different segments within its target market and has tailored its marketing messages and strategies accordingly. This has resulted in a personalised and resonant approach that has increased the impact and effectiveness of the campaign. 

As marketers, we can use this strategy to identify and cater to the most profitable and relevant segments within our target market and create customised marketing campaigns that resonate with each segment. Here are some ways to leverage the power of audience segmentation in marketing:

Identify Your Target Segments

The first step in audience segmentation is to identify your target segments or the groups of people who are most likely to be interested in your products or services. You can use various sources of data, such as market research, customer feedback, web analytics, or social media insights, to understand your audience’s characteristics, preferences, and behaviours.

You can also use tools such as surveys, interviews, or focus groups to gather more information and insights from your audience. You should aim to create segments that are clear, measurable, accessible, and relevant to your marketing objectives.

Create Personas for Each Segment

The next step in audience segmentation is to create personas for each segment or fictional representations of your ideal customers. Personas can help you visualise and empathise with your audience and create more engaging and relevant content and messages for them. You can use tools such as templates, worksheets, or software to create personas that include details such as name, age, gender, location, occupation, income, goals, challenges, motivations, and pain points. You should also include a photo or an image that represents each persona. You should aim to create personas that are realistic, specific, and consistent with your data and insights.

Tailor Your Marketing Strategy for Each Segment

The final step in audience segmentation is to tailor your marketing strategy for each segment or customise your marketing mix (product, price, place, and promotion) to meet the needs and wants of each group.

You can use tools such as customer journey maps, value propositions, or positioning statements to plan and execute your marketing strategy for each segment.

You should also use tools such as A/B testing, analytics, or feedback to measure and optimise your marketing performance for each segment. You should aim to create a marketing strategy that is aligned with your marketing objectives and that delivers value, benefit, or satisfaction to each segment.

3. Strategise Brilliant Brand Collaborations

The Barbie movie marketing team has strategically forged over 100 brand partnerships and collaborations involving major household names and even the newest and smallest brands. This has not only expanded the campaign’s reach and visibility but also facilitated cross-promotion and co-creation, with various brands benefiting from the movie’s success and contributing to its message.

This has also enhanced the credibility and appeal of the movie, as it has associated itself with trusted and popular brands. As marketers, we can use this strategy to leverage the power of collaboration and partnership and create win-win situations with other brands that share our vision and values. Here are some ways to strategise brilliant brand collaborations in marketing:

Find a Compatible Partner

The first step in brand collaboration is to find a partner that shares your vision, values, and goals and that has a complementary product, service, or audience. You can use various sources and methods to find potential partners, such as market research, social media, networking, referrals, or online platforms.

You should look for a partner that has a similar or overlapping target market but not a direct competitor and that has a strong and loyal customer base but not a saturated one. You should also look for a partner that has a distinctive and appealing brand identity but not a conflicting one.

Define the Objectives and Expectations

The next step in brand collaboration is to define the objectives and expectations of the partnership and to align them with your partner. You should have a clear and specific idea of what you want to achieve through the collaboration and how you will measure and evaluate its success.

You should also have a clear and realistic idea of what you can offer, what you expect from your partner, and how you will communicate and coordinate with them. You should have a written agreement that outlines the terms and conditions of the collaboration, such as the roles and responsibilities, the timeline and budget, the deliverables and outcomes, and the legal and ethical issues.

Create a Unique and Valuable Offering

The final step in brand collaboration is to create a unique and valuable offering that combines the strengths and assets of both brands, and that provides a benefit or a solution to the customers. You should create an offering that is relevant, innovative, and engaging and that reflects the personality and values of both brands.

You should also create an offering that is consistent, coherent, and integrated and that leverages the brand equity and awareness of both brands. You should also create an offering that is exclusive, limited, or scarce and that creates a sense of urgency and excitement among the customers.

4. Inspire and Influence People

The Barbie movie marketing team has not only promoted the movie but also inspired and influenced people to embrace and celebrate their individuality and uniqueness. The team has used the Barbie concept as a symbol of empowerment and diversity and has encouraged people to portray themselves as unique Barbies and join the cultural movement.

This has created a strong emotional connection and loyalty between the audience and the Barbie movie and has also generated organic and viral engagement and advocacy. As marketers, we can use this strategy to create a meaningful and memorable brand story and message and inspire and influence people to connect and interact with our brand and its purpose. Here are some ways to inspire and influence people in marketing:

Create a Meaningful and Memorable Brand Story and Message

A brand story is a narrative that explains the origin, purpose, and values of a brand and how it connects with its customers and the world. A brand message is the core idea or promise that a brand communicates to its customers and the market.

Creating a meaningful and memorable brand story and message can help marketers inspire and influence people, as it can appeal to their emotions, values, and aspirations and make them feel part of something bigger and better. A brand story and message should be authentic, relevant, and consistent, and it should reflect the personality and voice of the brand.

Use Social Proof and Testimonials

Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially those they trust or admire. Testimonials are statements or reviews from satisfied customers or experts that endorse a product or service.

Using social proof and testimonials can help marketers inspire and influence people, as it can increase their credibility, trust, and authority and show them the benefits and results of using their product or service. Social proof and testimonials should be genuine, specific, and diverse, and they should feature real people and stories.

Leverage the Power of Influencers and Advocates

Influencers are people who have a large and engaged following on social media or other platforms and who can affect the decisions and behaviours of their audience. Advocates are people who are loyal and enthusiastic customers or fans of a brand and who voluntarily promote and recommend it to others.

Leveraging the power of influencers and advocates can help marketers inspire and influence people, as it can expand their reach and visibility, enhance their reputation and appeal, and generate organic and viral engagement and advocacy. Influencers and advocates should be relevant, influential, and aligned with the brand and its message.

Provide Value, Benefit, or Satisfaction to the Customers

The ultimate goal of marketing is to provide value, benefit, or satisfaction to the customers and to solve their problems or fulfil their needs or wants. Providing value, benefit, or satisfaction to the customers can help marketers inspire and influence people, as it can demonstrate their value proposition and competitive advantage and create a positive and lasting impression and relationship with them.

Value, benefit, or satisfaction can be provided in various ways, such as offering quality products or services, delivering excellent customer service, providing useful information or education, or creating entertaining or inspiring content.

The live-action “Barbie” movie wasn’t just a delightful surprise for nostalgic millennials; it was a masterclass in marketing, cleverly subverting expectations and reminding us of timeless truths about connecting with audiences.