Barbie – A $150-Million Worth Marketing Campaign

Presenting the movie about Barbie, Mattel, and Warner Bros did not leave any marketing segment uncovered. With a 150 million dollar budget and a phenomenal creative strategy, we were all caught in a fine web that has been woven. One movie, which seemingly came out of nowhere, managed to address the audience on the visual solution of the advertising campaign without a single word. Only with the date and color.

The message from the billboard is crystal clear and seems to have reached the entire planet.

$150-Million Worth Marketing Campaign Painted The World Pink

The attack on our senses and wallets began long before the first premiere of the film in Los Angeles, around this time last year, when the world’s fashion influencers donned a Barbie-pink wardrobe and declared the beginning of an era “Barbie” that is, the fashion aesthetics of a popular doll.

Companies from various sectors – from custom pink Crocs to a Prada clothing line, slowly joined “Mattel” in landing on the global market.

The theatrical movie distribution, together with the producers of Barbie, is welcomed by more than 100 brands with special pink product lines ready. And all those companies have their special advertising campaigns.

Also, there are posts on all possible social networks of millions of influencers around the globe who collaborate with any company that has a partnership with the Barbie brand.

To that mega-army of promoters should be added fans of the popular doll. That is where we come to the Holy Grail of digital marketing – user-generated content, then shared on social networks and thus increasing the presence of the brand in the online space FOR FREE.

Also, the amount of memes is so great that it grows exponentially by the hour. Entering any network, you will see within a few seconds that it is impossible to avoid the invasion of creative pink memes.

Furthermore, to evoke nostalgic feelings, from the past was also brought the infectious song from 1997 – “Barbie Girl” by the Norwegian-Danish group “Aqua”.

A great emotional charge has followed the film in the past year, and after it entered the cinemas, new conflicts of opinion started, online and offline, but that is not our topic here.

Overall, we can say that the “Barbie” movie, directed by Greta Gerwig and starring Margot Robbie as Barbie and Ryan Gosling as Ken, has already proven to be a major success in terms of marketing and audience engagement. The film’s unique and bold approach has generated immense excitement, making it a potential box office hit and a lucrative endeavor for Warner Bros and its parent company, Warner Bros. Discovery.