EPISODE 121 OF THE MARKETING SOLUTIONS PODCAST: BARBIE: A MASTERCLASS IN MARKETING

Sonya:

If you haven’t seen the Barbie movie yet, I’m willing to bet you’ve seen one of the MANY collaborations being promoted… well, pretty much everywhere!

The hype for the film began WELL before its release date, and from a marketer’s perspective, the team behind the promotion of this movie should all get a big fat bonus.

In this episode, I’m going to show you how the main themes of the film were reflected throughout the marketing cycle, and hopefully give you some ideas for tapping into pop culture trends the RIGHT way in your own marketing.

The Barbie movie has been a global success, even if it wasn’t QUITE what a lot of us were expecting.

It’s pink and pretty, sure, but it’s also real and raw - and it's PACKED with marketing lessons.

Here are my top four:

1. BE CONSISTENT

Barbie is instantly recognizable, thanks to her signature pink branding.
The font, colour palette, and even Margot Robbie’s POSES on the red carpet were all consistent with the visual identity of the Barbie brand, and Barbie herself.

Consistency helps to create a strong brand identity that customers can TRUST.

If you change your logo, your brand colours, or even your business NAME too often, people will get confused. They won’t recognise you in a Google search, and they’ll probably think there’s some drama going on behind the scenes, making you an unwise choice. 

I know in my local area, I can rattle off a list of maybe 5 businesses that have SUPER strong branding, from their logo to their font choice to every touchpoint in their sales funnel. Consistency MATTERS. 

2. COLLABORATION OVER COMPETITION

In Barbie World, everyone is welcome. We don’t see the Barbies competing.

In business, it can feel like you’re constantly competing against others in your industry… for clients, for attention on socials, for that ‘best in town’ reputation.

We’ve talked about collaborations before on the podcast, and how a rising tide lifts all boats, but I’ve never seen it rolled out so beautifully - and everywhere, all at once - like I did with this film.

Now, Mattel (the makers of Barbie) could have made even MORE money with their own branded merchandise…

But instead of making a range of Barbie nail polishes, they teamed up with OPI to create a limited edition Barbie range of polishes and press on nails.

They could have cashed in BIG with hair and makeup products, but instead they worked with Mermade Hair on a pink blow dry brush, and NYX for a makeup palette and lip gloss duo.

And it doesn’t stop there. Every collab ties in with the movie beautifully.

There’s a satin pillowcase from Kitsch, a Peter Alexander satin PJ set, Fenton and Fenton homewares and glasshouse candles… 

Mattel would have ABSOLUTELY made a bomb with the licensing fees for these products, there’s no disputing that. But by LEVERAGING other brand’s already-amazing products, they didn’t have to do much of the heavy lifting themselves, and those aligned brands also benefitted massively from being associated with the movie and the Barbie brand.

3. LEVERAGE THE POWER OF NOSTALGIA

Nostalgia is a powerful emotion that can evoke strong feelings of joy and  sadness, and It can also be a powerful marketing tool.

The iconic Barbie doll is a core childhood memory for a lot of us, and the brand has found a way to tap into that nostalgia in the film.

The costumes, sets, and even the toys in the Barbie movies all take us back to the classic Barbie of the 1960s and 1970s, INSTANTLY creating a sense of familiarity and nostalgia.

If you’re a well established brand, tapping into nostalgia can introduce you to a whole NEW generation of consumers.

I see this technique used a lot in regional areas, often with family-run businesses that have been passed down through generations.

Even if you don’t have 40 odd years under your belt, you can connect with your audiences with flashback posts - your first warehouse space. The first prototype of your product. Your first professional headshot even, if you’re feeling brave!

4. EMBRACE YOUR AUTHENTICITY

Barbie is ALL about being true to yourself.

She's not afraid to be different, and she encourages others to do the same. 

She doesn’t even judge Weird Barbie, and that’s saying a lot.

HOWEVER. Being authentic in your marketing doesn’t mean being PERFORMATIVE. 

If your team are quiet achievers, for the love of all that’s holy, DON’T make them do TikTok dances. I BEG YOU.

On the flip side, if your team ARE a gregarious bunch, let that show in your marketing!

Don’t try to be super serious if you’re not, and don’t feel like you have to be performing monkeys. 

When you’re authentic, people are drawn to your brand - and when you’re not, you MIGHT find that you’re attracting clients who you just don’t vibe with. 

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So there you have it! 

My four top marketing takeaways from the Barbie movie.
Be consistent
Collaboration over competition
Leverage the power of nostalgia, and
Embrace authenticity.

I’d love to hear which of these lessons you’re going to implement in YOUR business.  

Let’s continue this conversation over in the Boom Your Biz Facebook Group, where you can connect with like-minded business owners. Just hit the Request to Join button, here: https://www.facebook.com/groups/1269493776429913