Think Pink: What Brands Can Learn from Barbie’s Marketing and PR Playbook

“How did a doll from 1959, with a controversial and sexist past, manage to become the most buzzed-about movie of the summer?” The credit goes to Mattel, the creator of Barbie, and their viral marketing and PR strategy leading up to the premiere of the “Barbie” movie on July 21. The success of the film’s rollout and Barbie’s subsequent rebrand is a testament to the power of a well-executed communications plan and provides valuable lessons for brands aiming to captivate audiences, spark conversations, and create an immersive online experience.

In this blog, we delve into the triumphs of the Barbie movie's marketing and PR endeavors, highlighting how Mattel has strategically transformed “Barbie” into a cultural sensation through extensive media coverage, successful partnerships, and effective social media engagement. We also provide practical advice for brands aiming to replicate this accomplishment.

Media Coverage

After years of public scrutiny, Barbie, the controversial doll accused of promoting unhealthy body ideals and perpetuating gender stereotypes, is re-emerging as a cultural sensation — 64 years after her debut.

Through strategic brand partnerships, the Barbie movie has generated an extraordinary amount of coverage within the past 6 months. Since January, nearly half-a-million articles have been written about Barbie, with 86,000 published in the past month alone. It’s worth noting that the movie trailer only accounted for 1.4% of these articles. A majority of the brand’s media coverage has focused primarily on Barbie's PR efforts, including partnerships, local events, and celebrity endorsements.

Margot Robbie, the film’s lead, has also become a central figure in Mattel’s media coverage. Following the film’s announcement, Mattel embarked on a remarkable journey to transform Margo into a real-life Barbie, creating meticulously designed outfits that span iconic eras from the 50s to the 2000s. These outfits, which include replicas and similar designs to those worn by the original Barbie, have evoked nostalgia among long-time fans.

This comprehensive media attention has contributed significantly to the Barbie movie's overall success and sustained public interest.

Strategic Brand Partnerships

Mattel's strategic brand partnerships have transformed the Barbie movie into an immersive experience. By signing licensing deals with over 100 brands, consumers can embrace the Barbie lifestyle through a myriad of products and experiences.

From fashionable apparel from renowned retailers like Gap, Primark, and Forever 21 to accessories such as jewelry from Fossil, shoes from Aldo, and inline skates from Skatehut, the Barbie universe has expanded into a multi-dimensional brand – extending beyond merchandise.  Consumers can relax on a Barbie x Funboy pool float, indulge in Barbie-branded frozen yogurt from Pinkberry, and elevate their drinking experience with Barbie x Dragon glassware. Completing the all-encompassing Barbie lifestyle are scented candles from Homesick, Barbie x Ruggable rugs, themed Airbnb accommodations, and even a chance to win an exclusive Xbox Series S console designed to mimic Barbie’s glamorous DreamHouse.

Social Media Engagement

Beyond brand partnerships, Barbie has successfully harnessed the power of social media to engage with millions of users. Since the trailer’s release, Barbie has amassed over 6 million engagements across social media platforms. 

According to Lisa McKnight, Mattel's global head of Barbie and dolls portfolio, the film’s rollout was strategically designed to re-engage childhood fans and create “memeable” moments that would resonate with an older audience (20+).

One standout example is the Barbie Selfie Generator, which enabled fans to create their own version of the vibrant Barbie poster. This interactive experience, deliberately injected with humor and creativity, quickly became a viral trend that provided a unique platform for fans and meme enthusiasts to engage with the brand directly.

By enabling users to participate and personalize their Barbie experience, the brand established a sense of inclusivity and connection. This initiative not only generated buzz but also empowered fans to become active participants in the campaign.

Barbie's social media success can also be attributed to the brand's emphasis on user-generated content. By encouraging fans to share their Barbie-inspired creations, stories, and experiences, the brand fostered a sense of community and encouraged organic engagement.

Barbie's social media team actively amplified and celebrated this user-generated content, further solidifying the bond between the brand and its loyal fan base. This approach not only sparked creativity but also showcased the brand's commitment to celebrating its diverse and passionate audience.

Conclusion

Through extensive media coverage, strategic partnerships, effective social media engagement, and an unwavering commitment to authenticity and inclusivity, Barbie has (finally) solidified her position as a cultural icon.

Brands looking to replicate this level of accomplishment can learn from Mattel's triumphs by creating memorable online experiences that encourage active participation, foster a sense of community, align with viral trends, and generate cross-promotional marketing opportunities. This includes creating captivating content, actively engaging with consumers, collaborating with well-known influencers, and utilizing data-driven insights to refine strategies. Additionally, it involves creating a compelling and relatable narrative that speaks directly to an audience’s desires, values, and aspirations.

Emerson Street Media is a highly trusted boutique public relations firm serving the Washington, DC region. We stand ready to guide brands in implementing these strategies, ensuring remarkable outcomes and a strengthened brand presence in the competitive landscape. Contact us to inquire about how we can tailor a comprehensive communications plan for your company’s next initiative.