Contemporary cinema is no longer limited to simple artistic productions; it has become fertile ground for innovative marketing campaigns, demonstrating the incredible power of the film industry to transcend screens and shape the real world. One example of this symbiosis between the seventh art and marketing is the film “Barbie”, directed by Greta Gerwig. More than just a cinematic work tackling fashionable societal themes, this project embodies an ingenious, long-term marketing campaign, also benefiting from a strong online presence.
The impact of this ambitious project spread, submerging the entire planet. The long-awaited release of “Barbie”, distributed by Warner Bros, was a box-office success. But its influence extends far beyond the cinema. Indeed, a multitude of collaborations have sprung up around the film, giving rise to a phenomenon we might call the “#BarbieCore”. Some 100 licenses have been granted by Mattel, the company behind the iconic doll.
The rise of social networks has revolutionized the way the film industry approaches its communications, as demonstrated by the marketing strategy deployed around “Barbie”. Yet this example is not isolated in time. In this article, we dive into the world of the marketing campaign that accompanied the release of this iconic film, while exploring other striking examples of this new era of convergence between cinema and marketing.
A successful film in terms of yield
The Barbie movie is a huge success. It has grossed an impressive $1.03 billion at the worldwide box office since its release. This staggering figure, generated in just three weeks, puts the Greta Gerwig-directed film on the map as the first feature film directed by a woman to break the billion-dollar barrier. Several factors played a crucial role in Barbie’s success, not least the implementation of the film’s promotional strategy.
Warner Bros, in collaboration with Mattel, embarked on a meticulous strategy aimed at integrating the iconic doll into consumers’ everyday lives. Investments were considerable, ranging from 80 to 100 million euros. This strategic ambition has largely materialized through a hundred or so successful partnerships with world-class brands. Although details of the agreements are kept confidential, it is plausible that the partners compensated the Barbie brand in exchange for access to the Barbie Mania craze. But according to the assessment of Charles Denis, Associate Director at SIA Partners, the returns on investment are, at the very least, equivalent to the expenditure allocated to the marketing strategy. The film’s spectacular triumph is therefore largely due to the ultra-aggressive marketing strategy implemented by Warner Bros.
More than a hundred brands have seized on the film
Brands the world over have been surfing on the Barbie phenomenon since its American release. Fashion, beauty, high tech, board games, accommodation booking platforms and even fast-food outlets are making Barbie their own. The machine is launched! Let’s take a look at some of the more unusual operations.
- Pink influence down to her toes: Barbie wears Crocs
Crocs clogs and sandals have made a remarkable comeback in recent years, establishing themselves in the high-end footwear industry. It was inevitable that the brand would embrace the pink wave, offering a variety of choices for all tastes. Sandals in classic shades of pink are available exclusively for fans of traditional style. For those who prefer to shine, the “Barbie The Movie Mega Crush Clog” is there to make every step sparkle.
- Barbie to the nail: OPI unveils its color palette
The #BarbieCore trend is alive and well, right down to the tips of your fingers! OPI has launched a color palette directly inspired by the film, to bring out the Barbie in everyone.
- A little pink in the living room: Microsoft colors its Xbox
Even before Barbie’s theatrical release, Microsoft had adapted its famous console to the phenomenon. Whether it’s the console or the five versions of controllers, pink reigns supreme! However, the ultra-limited edition Xbox was released on July 10, making it a real challenge to acquire!
- Barbie dares dating apps: Bumble X Barbie
To boost self-esteem and align with Barbie’s perfect world, Bumble has concocted a series of irresistible compliments to use in conversations. These compliments, inspired by the actors in the film, were a hit with consumers as a way of breaking the ice or surprising their crush.
- Barbie tests château living with Airbnb
Head for Malibu, where Airbnb temporarily rented out a life-size replica of the Barbie mansion: slide, pool, pink walls and iconic accessories, all facing the ocean! The dedicated description read: “Welcome to my kingdom! Barbie left this summer, leaving me the keys to her dream home in Malibu for you to spend the night”. Unfortunately, reservations are now closed.
- Barbie isn’t so healthy anymore, she dares Burger King
In Brazil, the fast-food restaurant has been given a makeover to suit the Barbie universe. It’s a veritable incarnation of her dream home. Burger King has adorned itself with elements characteristic of the Barbie universe, repainting its walls pink and immersing us in a dolls’ world.
All these commercial actions have helped consolidate the Barbie universe in various fields, including digital channels, offering an immersive and consistent experience for fans. Google’s clever initiative comes to mind first. Simply typing “Barbie”, “Ryan Gosling” or “Margot Robbie” into the search bar triggers a visual experience.
Barbie has even expanded into social networking
A multitude of influencers from diverse fields such as beauty, lifestyle, fashion… joined in the momentum, sharing their perspectives and enthusiasm for the Barbie film. Creativity flourished among these artists: many offered glimpses and shots from the film, or drew on Barbie’s palette of pastel tones to craft their outfits. From sparkling outfits to dream residences, to shots transformed into animations, a plethora of content related to this international icon ruled social networks for months. This led to the development of numerous trends linked to the film on social networks.
At the end of July 2023, HypeAuditor assessed the social media activity around the Barbie film since the beginning of the year. Nearly a thousand French influencers have mentioned the film on Instagram over the past 6 months. This represents nearly 1,500 posts associated with the feature film for a total audience of 10.4 million people, mostly women.
In conclusion, the scale and ingenuity of the marketing operation orchestrated by Warner Bros and Mattel for the release of the Barbie movie perfectly illustrates the powerful convergence between cinema and the world of marketing. This holistic strategy transcended screens to immerse audiences in the world of the iconic doll. From wide-ranging partnerships with international brands to strategic collaborations with influencers and surprising digital initiatives, every aspect of this operation helped create an unmissable phenomenon. The resounding success of the Barbie film is measured not only in box-office figures, but also in terms of cultural impact and social mobilization, illustrating how a cinematic experience can be transformed into an immersive, participatory adventure that transcends the traditional boundaries of the entertainment industry.
