The new Barbie movie has not only captured the hearts of fans worldwide but has also become one of the most talked-about movies of 2023. The question on the tip of everyone’s tongue, “How did they do it?” From conversations to billboards to social media integration and news articles – Barbie. Is. Everywhere.
Yes, this is an obvious chance to insert your brand in to THE CONVERSATION. For this, we recommend diving deep in to Barbie’s world to see where you see fit.
For example, there was a worldwide paint shortage of pink paint. Own a paint company? Insert yourself in to that conversation. Offer tips to journalists and on blogs, showing consumers how to mix red and white paint to get pink. Or, perhaps you’re a fashion brand – no need to have an official collaboration, release a special on your pink items and join the Barbie party. Offer your leadership to journalists on why pink is THE pantone of the fall.
As for Barbie’s team, this massive launch is clearly the result of a intricate worldwide PR campaign. So, let’s dive into the PR strategies that propelled our favorite doll from the toy box to the silver screen — and unpack what businesses can learn from this blockbuster success!
1. The Power of Brand Collaborations
One of the key strategies of the Barbie movie PR campaign was the extensive list of brand collaborations. From Airbnb’s Barbie’s Malibu Dream House to Ford’s Barbie Pink Ford Bronco, to Barbie x Uno, Barbie Krispy Kreme, Barbie x Kendra Scott, Barbie x Burger King, Barbie x Pinkberry, Barbie OPI (there are 36 large collabs total) the campaign leveraged the power of brand collaborations to grab attention and ignite conversations across the globe.
DISRUPTIVE TIP:
Look for opportunities for brand collaborations. You may not need to collaborate with Burger King. And, you may not want to. For example, if your target demographic is female consumers 25-45 in the tech space, an Apple collaboration might be out of the cards. But, consider a collaboration with a laptop case or phone case company. Collaborations can be as simple as sending an e-mail and setting up a call. If you don’t try, you won’t collaborate. Ultimately, you want to come up with a collaboration that benefits both businesses. One business might get new sales while the other gets business, media or followers. Collaborating with other brands can help you reach a wider audience and create a buzz around your business.
2. Engaging with Fans
The Barbie movie PR campaign was not just about promoting the movie; it was about engaging with fans. The campaign encouraged fans to create their own “This Barbie…” posters, which created a sense of community and engagement around the movie.
DISRUPTIVE TIP:
Engage with your audience. Whether it’s through social media, events, or user-generated content, engaging with your audience can help you build a loyal community around your business. Now, Barbie has a built in fan base that spans decades. If you’re looking to engage with fans that may not know about you yet, this is also a great way to do that. Yet, you might need to provide incentive. Create hashtags or Tik Tok video trends that encourages social media users to participate in content creation that promotes your business. As a result, they can win free products, a chance to win a trip, or even an affiliate marketing opportunity.
3. Leveraging the Power of Nostalgia
The Barbie brand has been around since 1959, and the movie PR campaign leveraged the power of nostalgia to create a buzz around the movie. The campaign reminded people of their childhood memories with Barbie, creating an emotional connection with the audience.
DISRUPTIVE TIP:
Leverage the power of nostalgia. If your business has a long history, use it to create an emotional connection with your audience. If your business is brand new, there is still opportunity to tap into the power of nostalgia. Think media messaging that explains the why. Let’s say your company produces carton Oat milk products. Using media messaging to explain the why can tap into nostalgia. If your target audience is millennials, they grew up drinking real milk. You can pitch stories about the ritual of drinking real milk out of a carton, at school, at camp and on trips.
4. Creating a Sense of Intrigue
The Barbie movie PR campaign created a sense of intrigue around the movie. From the unlikely match-up of indie filmmakers and a multinational toy company to the cheeky comments from the movie’s co-lead Ryan Gosling, the campaign kept people guessing and talking about the movie.
DISRUPTIVE TIP:
Once you have launched a robust PR campaign, you can create some mystery around your business. This can be crafted in media pitching and media messaging within the PR landscape. Don’t give everyone everything all at once. You can launch products and services in stages. Create a sense of intrigue around your business. Keep people guessing and talking about your business by doing things that are unexpected and out of the ordinary.
5. Converting Buzz into Results
One of the most significant achievements of the Barbie movie PR campaign was its ability to convert buzz into tangible results. Despite the hype and excitement surrounding the movie, there were legitimate concerns about whether this buzz would translate into actual cinema attendees. After all, in the world of business and PR, buzz without conversion is like a car without fuel – it simply won’t get you where you need to go.
However, the Barbie movie defied these concerns. The movie’s tracking numbers were impressive, with current box office predictions putting it at a whopping $93 million in its opening weekend. This is a testament to the power of a well-executed PR campaign that not only generates buzz but also effectively channels this buzz into concrete outcomes.
DISRUPTIVE TIP:
Convert buzz into results. It’s not enough to create a buzz around your business; you need to convert that buzz into tangible results. This involves a clear understanding of your target audience and a strategic plan to guide them from awareness to action. Whether it’s driving traffic to your website, increasing sales, or boosting event attendance, your PR efforts should always be tied to your business goals.
For instance, if you’ve created a buzz around a new product launch, ensure you have a seamless purchasing process in place to convert interested consumers into buyers. If you’ve generated interest in an event, make sure you have a straightforward registration process and provide clear information about the event details.
Remember, the ultimate goal of your PR campaign should not just be to get people talking about your business, but to drive them to take action that contributes to your business growth. At Disrupt PR, we specialize in creating buzz and, more importantly, converting that buzz into results. Let’s work together to make your business the next big success story.
Navigating the PR Landscape
Navigating the PR landscape can be challenging, but with the right strategies, you can create a buzz around your business and achieve your business goals. At Disrupt PR, we’re here to help you navigate this landscape and create a PR strategy that works for your business.
As your PR partner, we’ll work with you to develop a PR strategy that aligns with your business goals and resonates with your target audience. We’ll leverage our expertise in brand collaborations, audience engagement, nostalgia marketing, and buzz creation to help you achieve your business goals.
In 2023, PR is about more than just getting your message out there. It’s about building relationships, creating impact, and driving growth. It’s about disrupting the status quo and making a difference.
Best,
Marin Richardson
CEO, Disrupt PR
