Final week, the official teaser trailer for the extremely anticipated Barbie the Film was launched. Together with the teaser trailer, pictures introducing the solid of Barbies, Kens, and people of Barbie the Film have been launched on the entire movie’s social media platforms. You may already know concerning the film’s launch date, however why? On this weblog, we’ll cowl how the Barbie advertising and marketing helped the film go viral!
How Did Barbie the Film Go Viral?
The social media platforms for Barbie the Film launched 24 promotional posters. Not solely did the film’s social media platforms launch the posters, however every star launched their very own poster on their private social media. 24 completely different stars together with Margot Robbie, Nicola Coughlan, America Ferrera, and so many extra, posted the identical Barbie advertising and marketing poster, and certainly that received folks’s consideration.
In the event you by some means haven’t seen them earlier than, the entire solid pictures included a sky blue backdrop with a glittery starburst featured within the middle. The solid member seemed to be popping out of the starburst with the ‘Barbie’ emblem printed in entrance of them, their identify featured above them, with their character’s Barbie persona printed some other place among the many posters.
These pictures simply captured customers’ hearts, and people with the modifying chops shortly used the reproducible format to meme-ify the posters with different celebrities, characters, and different objects. Nonetheless, Warner Brothers knew the potential of the format they have been placing out. They created the Barbie Selfie Generator: an AI-powered web site permitting customers to place themselves into the advertising and marketing posters, together with a recommended Barbie-like catchphrase like, “This Barbie is a boss.” It’s also possible to customise the catchphrase to your liking.
Why Was This Advertising and marketing Marketing campaign So Profitable?
The Barbie advertising and marketing marketing campaign was so profitable due to the good use of UGC (user-generated content material). With the formulaic poster, the AI-powered selfie generator, and a star-studded solid, the Barbie advertising and marketing marketing campaign couldn’t lose.
The unique intent of the UGC play from the Barbie advertising and marketing crew might have been to play on folks’s nostalgia for enjoying with Barbies, and that very nicely might have labored in some instances within the marketing campaign’s infancy. Nonetheless, because the marketing campaign gained traction, the purpose of utilizing the AI-powered selfie generator was to turn out to be humorous and create a meme.
This isn’t to say that the marketing campaign failed, the marketing campaign was clearly a roaring success. Customers are nonetheless utilizing the AI-powered selfie generator to create and share memes, forcing folks to see the branding. Any advertising and marketing crew that has a marketing campaign that will get itself to meme standing ought to congratulate themselves on ‘making it.’
The Takeaway From the Success of the Barbie Advertising and marketing Marketing campaign
The Barbie advertising and marketing marketing campaign informed the business in an enormous manner that interactive advertising and marketing is the best way to go on your subsequent advertising and marketing marketing campaign. Interactive advertising and marketing is a advertising and marketing tactic that makes use of participating pictures or visuals to get customers to interact together with your content material. Interactive advertising and marketing is often used all through the business. Nonetheless, Barbie the Film virtually created a system for it.
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The Barbie posters for every solid member have been all the identical: the identical sky blue background, the identical sparkly starburst, and the identical Barbie emblem, however every was personalised to the character that they have been taking part in. The Barbie advertising and marketing crew did this to, after all, promote the film. Along with this, they have been capable of get customers to work together with their promotional materials.
Seeing that every poster was mainly the identical with a few variations per poster, customers noticed their shot. They could possibly be on a Barbie poster! That’s the reason the AI-powered selfie generator was ingenious.
For people who aren’t Photoshop literate, the selfie generator permits them to hitch in on the enjoyable and edit themselves onto the Barbie poster too: they are often the idealized model of themselves they’ve at all times needed to be and plaster it on all of their social media platforms, whereas the film continues to reap the advantages of constantly receiving free promotion.
Creating such a shareable advertising and marketing marketing campaign that both made folks wish to turn out to be the Barbie they at all times needed to be or simply make tons and tons of memes all contributed to the success of this marketing campaign and Barbie the Film going viral.
The best way to Use This Technique For Your Model
Interactive advertising and marketing has a few methods to get customers eager to be part of the marketing campaign a model has created:
Incentive
Encouraging customers to participate in a marketing campaign with an incentive such because the promise of a month free trial of your subscription or a giveaway of some variety can certainly get folks keen on taking part. An instance of this being carried out is Zoom’s Digital Background Problem.
Zoom launched the Zoom Digital Background Problem in March 2020 for distant staff. The marketing campaign was a month-to-month competitors the place members may share pictures or movies utilizing Zoom’s digital background characteristic. The marketing campaign garnered over 50,000 folks signing up for Zoom accounts simply to participate within the competitors.
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Nostalgia
As beforehand talked about, the Barbie advertising and marketing marketing campaign’s authentic intent might have been to play on folks’s nostalgia in the direction of Barbies and eager to be that idealized doll, and their advertising and marketing marketing campaign allowed us to try this.
As of scripting this weblog submit, #barbiethemovie on TikTok has 121.5 million views. Many customers utilized the official AI selfie generator filter on TikTok, reacted to the trailer, or used sound bites from the trailer to create their very own content material.
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Widespread Trigger
Customers typically really feel that with regards to promotional materials, all manufacturers are attempting to control them to purchase their services or products. Giving customers a typical trigger to work in the direction of or speak about makes it extra just like the model is doing one thing that’s really good.
The most well-liked instance of that is Wendy’s Hen Nugget Retweet Problem. This was one of the vital talked about social media crazes of 2017. Carter Wilkerson tweeted at Wendy’s, the favored quick meals chain, asking what number of retweets he would wish to earn a full yr of free rooster nuggets. To his shock, the chain replied with a easy tweet again, “18 million.”
You possibly can hardly name this Twitter thread a advertising and marketing marketing campaign, however it completely had folks speaking and rooting for Wilkerson to get his free rooster nuggets. Earlier than lengthy, even Wendy’s was rooting for Wilkerson. Seeing their constructive consideration on social media, Wendy’s started encouraging customers to assist him attain his aim. Although the tweet didn’t attain the aim set, it did turn out to be essentially the most retweeted tweet of all time (on the time). So, Wendy’s did find yourself rewarding Wilkerson’s efforts.
Last Ideas
General, the advertising and marketing marketing campaign was an enormous success; now everybody’s speaking concerning the film! The film will solely be in theaters this summer time on July twenty first, so make sure you test it out! The hype warrants a watch even if you happen to aren’t a Barbie fan.
