Going to the films would not generate the identical pleasure it used to. The value of tickets and popcorn are greater than ever, and you do not have to attend lengthy on your favourite films to be streaming on Amazon.
However in 2023, Barbie made folks excited to go to the films once more. The movie introduced in $1.45 billion worldwide, making it the highest-grossing movie of the yr. Whereas Barbie’s success is as a result of directing and high quality of the movie, it is laborious to miss the movie’s glorious advertising and marketing technique.
As a small enterprise proprietor, you may be taught helpful advertising and marketing classes by learning main advertising and marketing campaigns like Barbie and, extra lately, Dune: Half 2. Let us take a look at six main takeaways you may apply to your subsequent product launch.
Associated: ‘Barbie’ Was a Advertising Masterpiece. Here is Why.
1. Incorporate social media
A big a part of Barbie‘s success is because of its social media marketing campaign — the film was closely promoted on Instagram, Fb, TikTok and Twitter. You could possibly discover behind-the-scenes content material, trailers, memes and interactive posts.
There have been promotional hashtags, like #BarbieMovieMagic, which inspired followers to create and share user-generated content material. The Barbie group additionally partnered with celebrities and influencers who shared their experiences and ideas in regards to the film.
The Barbie film is an instance of what can occur while you leverage social media to its fullest extent. When used successfully, it could create unstoppable momentum that pushes a model or product into the general public eye.
2. Collaborate with different manufacturers
The Barbie advertising and marketing marketing campaign targeted on collaborating with different manufacturers to advertise the film. In whole, Mattel partnered with over 100 manufacturers — for instance, Perpetually 21 created Barbie-inspired clothes like crop tops, mesh tees and hoodies.
Airbnb listed the long-lasting Malibu DreamHouse on its web site. Restaurant chains like McDonald’s, Burger King and Chilly Stone additionally partnered with Barbie to advertise the film. Chilly Stone’s pink cotton sweet ice cream shake even went viral on TikTok.
It is laborious to market a product by yourself, and Barbie demonstrates what can occur while you create mutually helpful partnerships on a really giant scale. The fitting partnerships can generate extra pleasure amongst your viewers and put your model in entrance of fully new audiences.
Associated: 5 Methods to Successfully Make the most of Advertising Collaborations
3. Create model consistency
If you consider Barbie, there’s most likely one factor that involves thoughts — the colour pink. Barbie pink turned a central a part of the film. The colour was not solely used all through the film but additionally integrated in all the promotional supplies and campaigns.
Even clean billboards with nothing greater than the colour pink and the date of the movie’s launch have been immediately acknowledged as selling the movie. As soon as the film was launched, folks started flooding the theatres dressed of their finest Barbie pink outfits.
Model consistency issues as a result of it helps clients create an emotional connection to your merchandise. When clients instantly acknowledge your model, it creates familiarity and a larger sense of belief.
4. Encourage user-generated content material
Consumer-generated content material will not be relevant to each advertising and marketing marketing campaign, but when you need to use it, it is an efficient device. Consumer-generated content material was pivotal to advertising and marketing Barbie, and followers have been always inspired to interact with the film.
There was a Barbie selfie generator that allowed followers to edit themselves into the film poster. And there was tons of user-generated content material posted on social media. Consumer-generated content material cannot solely create a buzz round a product launch but additionally give your viewers a way of possession round it.
Associated: The Newbie’s Information to Consumer-Generated Content material
5. Begin early
Most individuals most likely turned conscious of the Barbie film final spring or summer time throughout the months main as much as its launch. Nevertheless, the advertising and marketing group spent years planning its launch and organising partnerships.
In truth, the primary advertising and marketing supplies debuted in 2022 at CinemaCon with a photograph of Barbie in her pink convertible. By beginning early, the advertising and marketing group could possibly be selective about its partnership and slender in on the perfect methods.
Efficient advertising and marketing campaigns do not open in a single day — the sooner you start advertising and marketing a product launch, the extra time it’s a must to create consciousness. Plus, advertising and marketing early and infrequently offers you an opportunity to check out completely different methods and see what works.
6. Know your viewers
One of many greatest issues the Barbie advertising and marketing marketing campaign demonstrates is a deep understanding of its viewers. The Barbie model has been round since 1959, and the film embraced the facility of nostalgia to attraction to older followers who grew up with the dolls.
On the similar time, the film’s give attention to range and inclusion made it related to youthful generations. The film succeeded by giving followers what they actually wished — an expertise that resonated with folks of all ages.
When you realize your viewers, you may create related, focused content material you realize they will establish with. It additionally helps you create a relationship along with your viewers and create long-term buyer loyalty.
Supply: Entrepreneur