Day 1: 10 Plastic Reasons to Love Barbie Marketers
Welcome to 5 days of delightful indulgence into the world of Barbie! Let's plunge into the depth of marketing insights gleaned from Barbie's latest movie campaign. If you're anything like me, it's obsession mode with how this marketing and PR team has pulled off this insane effort. Kudos to these brilliant professionals! (and I need to see their Asana workflow please... just to... peak).
To kick off our look into all things pink, let's dive into ten examples of what Barbie marketers absolutely nailed with links to these projects:
Malibu Dream House in Real Life: Ever fantasized about lounging in Barbie's Malibu Dream House? The marketers tickled that fantasy by turning it into a reality on Airbnb, allowing fans to immerse themselves in Barbie's world.
Google's Pink Makeover: When Google blushes Barbie-pink, you know the power of strategic collaboration in marketing. (Do it now, Skipper - Google"Barbie"... I'll wait for you. ... Right?! Pretty snazzy!)
Barbie and Ken's Bumble Adventure: Barbie's marketing team smartly used popular dating app Bumble to generate a buzz.
Newsreader Barbie, Reporting Live!: Creativity peaked when they introduced Newsreader Barbie, stirring up anticipation for the movie.
Billboards Turning Pink: Who says billboards are dead? (I will retract my words now...) Massive outdoor advertisements painted cities pink, giving a widespread visibility to Barbie. (on a fun note, there was an international shortage on the color pink because of this launch. Ha.)
A Prideful Campaign: Tapping into the cultural significance of Pride Monthwas a masterstroke, resonating deeply with the audience.
Xbox Meets Barbie: Xbox and Barbie might seem like an odd couple, but their collaboration led to a unique Barbie-themed console that gamers loved. More to come in the week about this collab. It's BIG.
Candy Crush Meets Barbie: Incorporating Barbie into the addictive world of Candy Crush Saga was a sweet success.
Funboy Barbie Pool Floats: If I see one more ad for these dang poolfloats in my Instagram feed... I... I... just might buy it.
Barbie's Royal Feast at Burger King: Brazil's Burger King served up a Barbie-themed meal, showing the versatility of marketing partnerships.
And peeps, this is just 10 of the collabs. We could keep going (Time Magazine attempted to find them all. goodluckwiththat)!
Consumer spending has been trending down, so there is a hope that Barbie mania will drive dollars into retailers bottom lines. Win-win, right?
But honest moment, Barbie's marketing magic lies in creativity, collaboration, and smartly tapping into popular culture (more on that tomorrow). As marketers, we can draw inspiration from these successful campaigns to paint our own brands in striking colors.
Now that we've set the stage for what they've done,
Let's dive deeper in the next week with what Barbie marketing team specifically did on social media, pubilc relations, marketing and AI efforts to build up the buzz.
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"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 realm of AI-enhanced marketing, 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, she is all set to redefine the future of marketing. To join her on this vibrant journey, connect with her on LinkedIn.