Day 2: 3 Marketing Tips for Consumer Brands from Barbie

Barbie's marketing strategies are no child's play. They are carefully designed maneuvers that other consumer brands can learn from and apply. I've worked on the most playful of consumer brands to the, let's say, more challenging of the bunch (take me out for lunch, but I'll never squeal). We all can learn a few things from the woman in pink's marketing glam team.

Let's jump into analysis mode.

-1- Unleashing the Pop Culture Kraken

Who knew Barbie was a pop culture connoisseur, swiping right on Bumble and leveling up on Xbox like a total boss! Quite a number of brands, poor dears, are blissfully unaware that their unique selling proposition could have the sass of a TikTok makeup tutorial, the buzz of a 24-hour news cycle, or the scandalous thrill of a celebrity split. Enter the superpower of pop culture infusion, paired with real-time storytelling (oh, you fancy, huh? Let's call this technique, keeping up with the Kardashians of your industry).

Real-time storytelling in marketing is the practice of incorporating current events, trends, or real-time customer interactions into your brand's story. This marketing technique allows your brand to be relevant, timely, and engaging by reacting and contributing to the narrative that is happening "right now."

This dynamic duo makes your brand pop with relevance, timely engagement, and a sprinkle of now-ness. Now, if we were to don our academic spectacles and give Barbie's marketing approach a scholarly label, this might just be it.

APPLY IT: Wondering how you can sprinkle some of this pop culture pixie dust onto your brand? Well, if you’re, say, a surf shop owner, think of ways to proactively weave pop culture into your brand's narrative. Keep a quiver of ideas ready, like a surfer waiting for the perfect wave, and ride that pop culture current when the moment strikes. This might seem easy as pie to pull off, but trends move lightning fast, so your team needs to be ready, and in agreement that this is apart of your brand strategy.

-2- Pulling Off a Collaboration Heist

Barbie's pulled off some audacious collabs as we went through yesterday, ranging from the regal Burger King to the chic (maybe creepy?) Airbnb, showing us the art of impactful campaigns through brand alliances. But how does your business, sans the billion-dollar glitz, dance with potential partners?

APPLY IT: First, pick a collab dance partner that steps in sync with you. Own a real estate company? Partner with an organizer and jazz up a reel together on how to make moving in a breeze. Low follower count? Who cares! Charging them? Nope! You need fresh content, new voices, and a community-driven image. So, my friends, lead! And once you have this collab-content treasure, blast it across all channels. Remember, we're still nattering about Barbie's squad, right?

-3- Creative Renaissance

Barbie's marketing paints a kaleidoscope of creativity, from advertising creatives to local businesses who have amplified the fun. Think your business needs to be boxed? Time for a rebellion!

APPLY IT: How to infuse similiar creativity into your business? No in-house marketing team? Consider a consultant (hi there, I'm Michelle. Delighted to meet you!). We thrive on helping you create the best creative possible to give your business the edge it needs in the marketplace.

Or, rally a motley crew - marketers, stakeholders, Jimmy from reception, anyone with passion and diverse perspectives for your brand. Embolden them to push the boundaries and spice up your brand's creativity. Offer them lunch for a week and a guide (pssst, consumer marketing consultants to lead this brainstorming effort with a fresh pair of eyes are dynamite for this process!).

-Wrap this Up!-

From pop culture integration, savvy collaborations to unleashed creativity, Barbie's marketing playbook is a goldmine. Brands can tailor these elements to their narratives, crafting enticing tales for their audience. It's time to unleash your brand's 'inner Barbie'!

"Unwrapping Barbie" Article Series by Michelle Hayes Uhlfelder:

Day 1: 10 Plastic Reasons to Love Barbie's Marketers

Day 2: 3 Marketing Tips for Consumer Brands from Barbie

Day 3: 3 PR Lessons to Learn from Barbie's Playbook

Day 4: 5 Key Lessons from Barbie's Social Media

Day 5: How Barbie Takes on AI & How Your Company Can Too

About Michelle Hayes Uhlfelder

Michelle Hayes-Uhlfelder is a seasoned marketing and public relations maverick with a professional journey spanning nearly two decades. From her early days at HBO and National Public Radio to managing campaigns at Edelman, the world's largest independent PR agency, to boutique agencies and consulting for small businesses and non-profits, she has left a significant imprint on the media landscape. Today, as a dedicated thought leader in the future of communications, Michelle is committed to helping businesses adapt and grow their marketing efforts amidst the ever-evolving customer landscape. Currently working towards her Marketing in AI certification from Cornell University, join her on this vibrant journey and connect with her on LinkedIn.