The Barbie universe, for over 60 years, has been captivating many children and adults, with indisputable age groups. And with the arrival of the Barbie Movie, the marketing involving this doll had worldwide repercussions, reaching not only segments of clothing, or toys, but also food, and companies of more varied sweets.
Marketing involving this doll – so old, but also so new – began in 2022, in which the company sought to make references to the doll and post Barbie in her convertible car on social media. Thus, causing thousands of fans an urgency to know what was to come.
This involvement did not end there. Many Internet users were able to promote the film of the little doll, using an application, which allows the creation of an image, where it said that that person was a Barbie. This venture was a success and every day a Barbie appeared on social media.
O marketing of anticipation was clearly used in this strategy to make the doll viral and anticipate the film. However, to replicate this strategy in your business, it is not that simple, and you will understand more in this article.
Barbie: All Pink
After this marketing anticipation of our pink world, the world literally turned pink. In addition, many Internet users who once played with Barbie (even those who never had one) resonated with the color on their social networks and in their daily lives.
This repercussion is given by psychology, in understanding that nobody wants to stay out of fashions and what is really booming on the internet. This strategy captures the most people, because none of them (even if they never liked Barbie, or pink), want to be left out. Therefore, this strategy is due to the fact that many people want to be accepted and to be part of a group of people.
Social networks echoed this color. You could find pink everywhere. In all clothing stores, the maximum was the color pink. The world reverberated in such a way that even pink sunsets were not rosy from Barbie's phenomenal marketing.
engagement phenomenon
O anticipation marketing it wasn't the only marketing strategy that the movie Barbie used. However, the film used strategies with social networks that caused this phenomenon.
Many engagements were calculated on the internet, surpassing more than 1 million posts on social networks with #Barbie. This engagement was essential to make this film a worldwide phenomenon. In addition, it is necessary to understand that the doll is over 60 years old, that is, the audience reached by it would not only be children, but adults and elderly people who one day had the opportunity to play and have a Barbie.
This phenomenon reached several people worldwide for this fact. Also, as mentioned earlier, people want to be welcomed and part of groups, they want to feel included and they don't want to lose the 'team' of being in the statistics of the Barbie phenomenon.
However, in addition to the spontaneous sharing of many Internet users, we cannot forget the media paid for by the Barbie movie company. More than US$ 100 million was spent using paid media and sponsoring the film.
Barbie nostalgia
It's not just a children's movie about a doll, it's a worldwide phenomenon that brings a piece of childhood nostalgia to many adults today.
The Barbie movie brought with it a nostalgic feeling for many people who rushed to the box office and filled the theaters with pink looks.
And the nostalgia doesn't stop there, the Barbie movie also brought the sensitivity of many adults to being children for a moment with sweets, clothes, toys and other segments. This was a primary focus of publicizing the film.
brand licensing
Brand licensing was another repercussion of the film's premiere. A two-way winnings strategy, everyone wins. Mattel (the company that manufactures the Barbie doll and owns the brand), enabled several brands to create special products with a focus on the Barbie brand and its promotion.
Burger King, Magazine Luiza and Casas Bahia were some companies that were not left out of this opportunity. In addition, these companies profit and take to the public a personalized and special product with the theme of the movie in vogue.
Licensing was an exceptional revenue strategy for both brands involved, and of course, the pinnacle of engagement and marketing for the film.
How to replicate the strategy in your company
Faced with these strategies, the question remains: how to apply these techniques in your business?
However, thinking about the anticipation strategy is quite difficult to implement in any business. Because the Barbie doll has been recognized for years and carrying out this strategy was great to remember something that was already requested.
That is, you need to think and analyze this strategy well to use it, thus avoiding loss of money. Also, you need to work out your strategies in advance to estimate the required outlay for outreach.
But, if this anticipation strategy is not your focus, you can invest in other strategies, as the Barbie movie used and did very well.
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