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Going to the movies doesn't give me the same excitement as before. Ticket and popcorn prices are higher than ever, and you won't have to wait long to see your favorite movies streaming on Amazon.
However, in 2023, barbie It got people excited about going to the movies again. The film grossed $1.45 billion worldwide, making it the highest-grossing film of the year.meanwhile barbie doll The success is due to the direction and quality of the movie, and the good marketing strategy of this movie cannot be overlooked.
Small business owners can learn valuable marketing lessons by studying major marketing campaigns such as: barbie And more recently, Dune: Part 2. Let's take a look at six key takeaways that you can apply to your next product launch.
Related: 'Barbie' was a marketing masterpiece. Here's why:
1. Incorporate social media
For the most part barbie's The success was due to a social media campaign, with the film heavily promoted on Instagram, Facebook, TikTok, and Twitter. You'll find behind-the-scenes content, trailers, memes, and interactive posts.
There were promotional hashtags like #BarbieMovieMagic, which encouraged fans to create and share user-generated content.of barbie The team also partnered with celebrities and influencers who shared their experiences and thoughts about the film.
of barbie Movies are an example of what can happen when you make the most of social media. When used effectively, it can create unstoppable momentum that brings your brand or product into the public eye.
2. Collaboration with other brands
of barbie A marketing campaign focused on collaborating with other brands to promote the film. Mattel has partnered with more than 100 brands in total. For example, Forever 21 has created Barbie-inspired clothing such as crop tops, mesh T-shirts, and hoodies.
Airbnb has listed its iconic Malibu Dreamhouse on its site. Restaurant chains such as McDonald's, Burger King, and Cold Stone have also partnered. barbie For movie promotion. Cold Stone's pink cotton candy ice cream shake went viral on TikTok.
It's difficult to sell products on your own, barbie shows what happens when you build mutually beneficial partnerships on a very large scale. The right partnership can create more excitement among your audience and bring your brand in front of a whole new audience.
Related: 5 Ways to Make Marketing Collaboration Effective
3. Create brand consistency
when thinking barbie, the color pink comes to mind. Barbie Pink became a central part of the movie. This color was not only used throughout the film, but was also incorporated into all promotional materials and campaigns.
Even a blank sign with just the color pink and the movie's release date was immediately recognized as advertising a movie. Once the movie was released, people started flocking to theaters dressed in Barbie's pink best.
Brand consistency is important because it helps customers form an emotional connection to your product. When customers instantly recognize your brand, it creates a sense of familiarity and greater trust.
4. Encourage user-generated content
User-generated content may not be applicable to every marketing campaign, but when used, it can be an effective tool.User-generated content has been crucial to marketing Barbie, And fans were always encouraged to participate in the movies.
There was a Barbie doll selfie generator where fans could edit themselves into movie posters. And a ton of user-generated content was posted on social media. User-generated content can not only create buzz around a product launch, but also give your audience a sense of ownership over the product.
Related: Beginner's guide to user-generated content
5. Start early
I think most people have probably noticed this, barbie We shot the film last spring or summer in the months leading up to its release. But the marketing team spent years planning the launch and establishing partnerships.
In fact, the first marketing materials debuted at CinemaCon 2022, with a photo of Barbie in a pink convertible. Starting early allows marketing teams to select partnerships and narrow down the best strategies.
An effective marketing campaign doesn't happen overnight. The sooner you start marketing your product launch, the more time you should spend building awareness. Additionally, marketing early often gives you the opportunity to try different strategies and see what works.
6. Know your audience
One of the biggest things is; barbie Marketing campaigns demonstrate a deep understanding of your audience. The Barbie brand has been around since her 1959, and this film tapped into the power of nostalgia to appeal to older fans who grew up with Barbie dolls.
At the same time, the film's focus on diversity and inclusion made it relevant to younger generations as well. The film succeeded by giving fans what they really wanted: an experience that resonated with people of all ages.
When you know your audience, you can create relevant, targeted content that you know will resonate with them. It also helps you build relationships with your audience and build long-term customer loyalty.
