by By: Maddie Bertsch
The Barbie movie, starring Margot Robbie and Ryan Gosling, was the event of the summer. It was hard to ignore the pink-coded marketing masterpiece. Director Greta Gerwig and Warner Brother Corporation have set a new standard for movie marketing. Unless you’re living in Barbie land-you would have seen the various collaborations with brands like Wrangler, Xbox, ZARA, and Balmain.
Barbie movie marketing was a slow burn. A key strategy mentioned by Warner Brothers’s president of global marketing Josh Goldstein was to push Barbie pink into fashion. In doing so they partnered with Bloomingdales, forever 21, Boohoo, Crocs, and Pacsun. Focusing on the girl power element of the movie was crucial in the marketing strategy. Warner Brothers also partnered with companies, like NYX, OPI, and MOON to promote the barbie dream to gain attention and buzz online
Goldstein used the term “breadcrumb strategy” when referring to the way they released content surrounding the movie. Warner Brothers used paid and social media to build momentum. It’s suspected that the marketing campaign cost around 150 million dollars. That does not include the 140 million spent on production alone. The average cost of a marketing budget is generally half the cost of production. Which does not seem to be the case for Barbie’s marketing budget. Goldstein did not comment on the marketing budget for this production.
Warner Brothers set a new standard for movie marketing, but that wasn’t without learning from movies who came before them. The disbursement of trailers, and collaborations was strategic and followed other movies who came before them. Such as Sex in the City, A star is Born, and the Green Lantern.
Promoting movies during the Covid -19 pandemic was a struggle for production companies. The surge of TikTok helped change the way movies and media are shared. Barbie took the initiative and noticed how they could use the pandemic and social media in their favor. In addition to TikTok, a website was created called the Barbie Selfie Generator. Were you could upload a photo of yourself, and it gets turned into a Barbie character poster. Introducing a unique way to get people excited about the movie and share their poster on socials.
Getting to be a young woman at this time was so special. It was honestly one of the best experiences. With each teaser, the movie received a higher level of engagement online, and in pop culture. Creating buzz and excitement around the release. The pink movie didn’t stop there, connecting Barbie to the fashion industry, it was universally decided everyone was to wear pink to the movie. Connecting its audience, and unifying women.
I really appreciate your post!
I think it does such a good job at highlighting not only the successful marketing tactics that got people excited to see the movie– one of which that pulled so much revenue, but also the role that the Barbie movie took on in our society for everyone, especially all who identify as a woman. The marketing tactics that took place made the movie feel so much more real to me– even if I wasn’t necessarily buying the merchandise at stores or trying out the selfie website you mentioned. But seeing it everywhere I went or how it was marketed online drove home the truth within the message behind the movie, and in a way validated it even more!
Wow, what a fun and insightful read, Maddie! The Barbie movie’s marketing strategy truly transformed the game, and it’s fascinating to see how they utilized collaborations and social media to create such a buzz. The Barbie Selfie Generator sounds like a blast—I can imagine the excitement of seeing yourself transformed into a Barbie character poster! And you’re so right about the power of connecting with audiences and unifying women through fashion and film. Thanks for sharing your thoughts on this exciting summer blockbuster phenomenon!
Wow, what a comprehensive breakdown of the Barbie movie’s marketing strategy! It’s incredible to see how Warner Brothers really went all out to make Barbie a cultural phenomenon beyond just the big screen. From strategic partnerships with fashion brands to leveraging social media platforms like TikTok, they truly left no stone unturned. And let’s not forget the Barbie Selfie Generator – what a fun and innovative way to engage fans! It’s clear that their efforts paid off, considering the buzz and excitement generated around the movie’s release. Plus, the idea of everyone wearing pink to the movie is just genius – talk about immersing the audience in the Barbie universe! Can’t wait to see how this sets the bar for future movie marketing endeavors.