The marketing engine at Mattel is purring at full throttle, whipping up a wave of anticipation for the highly-anticipated debut of the Barbie movie.
Hollywood’s very own, Margot Robbie, playing the leading role, has embarked on a global tour, gracing movie premieres clad entirely in Barbie-themed attire. High-profile celebrities such as Dua Lipa and Paris Hilton have joined the promotional brigade, endorsing the Barbie brand on their social platforms.
In a display of immense fan enthusiasm, plans for endless brunches on the launch day are underway, coupled with an AI-powered Barbie selfie generator for the creation of viral memes. The fervor extends to Instagram-friendly pop-up stores in malls and outlets like Zara, where fans can indulge in shopping and photo sessions against vibrant, pink backdrops.
Yet, this only scratches the surface. Mattel has embarked on a widespread licensing collaboration spree with brands across the spectrum from apparel and footwear to cosmetics, home decor, fast food, and even gaming accessories like Xbox controllers.
Living the Barbie Dream: An Airbnb Adventure
Airbnb has jumped on the Barbie bandwagon, listing Barbie’s Malibu DreamHouse in Malibu. This radiant three-story pink mansion, equipped with a swimming pool, a grand pink slide, a disco roller rink, and an outdoor glitter-infused dance floor, offers guests a taste of the fantasy lives of Barbie and Ken.
The social media landscape is experiencing a splash of pink, courtesy of Mattel’s meticulous and comprehensive Barbie marketing campaign that has been years in the making.
More than a Doll: The Barbie Lifestyle
“The campaign now promotes the ‘Barbie lifestyle’ – how Barbie would dress, converse, dine, and live,” observes Moshe Isaacian, a seasoned brand consultant. The campaign’s core revolves around Barbie’s rich intellectual property legacy, amplified by leveraging cutting-edge technologies like AI and metaverse for interactivity and shareability.
Although the movie’s box-office performance remains a speculation, Mattel‘s engagement strategy appears to have hit the mark, resonating even with audiences that might not typically be Barbie or Ken fans.
Has Mattel’s Barbie Marketing Overshot Its Goal?
But has Mattel’s marketing blitz tipped over the edge? Is the deluge of Barbie-related content causing social media users to simply scroll past?
Sarah Engel, president of advertising agency January Digital, believes, “The saturation feels excessive, extending to almost every conceivable product. It’s ubiquitous.”
While Hollywood and marketing experts predict a box office top spot for the Barbie movie, irrespective of critical reviews, the crucial question remains: Will this comprehensive marketing push translate into actual sales of Barbie merchandise and, most importantly, benefit all the partnered brands?
The Barbie Conundrum: Beneficial or a Marketing Misstep?
In the midst of this Barbie frenzy, does a Barbie-themed burger slathered in pink sauce appeal to consumers on their next Burger King visit? Does a mature audience show interest in Barbie-themed glassware? Can Barbie convince consumers to opt for a policy from Progressive Insurance?
Let’s face it; this could potentially be squandering precious marketing funds, especially in an era where every dollar counts for businesses.
Aligning Trends with Brand Standards
While it’s crucial for brands to keep pace with trends, they also need to scrutinize if their offerings align with the fleeting trends prevalent on platforms like TikTok and Instagram.
As Professor Sameer Hosany from Royal Holloway University of London asserts, cross-promotion carries risks. It makes a brand’s reputation reliant on others and poses a threat of brand dilution by pushing them to introduce products that deviate from their standards. The risk of their campaign getting lost amidst a deluge of similar promotions also looms large.
TL;DR
Mattel’s full-throttle marketing campaign is creating a whirlwind for the Barbie movie From celebrities endorsing the brand to fans planning launch day events, to a broad range of Barbie-licensed merchandise, the Barbie fever is rampant. However, while the campaign’s reach and engagement seem successful, questions remain about possible oversaturation and the efficacy of such extensive cross-promotion.
Hi, I’m Oren, founder at BIGINTRO, a content strategy agency that helps B2B companies drive growth. We develop search, social, PR, and content marketing strategies tailored to business goals. I also have a dog named Milo.