Final week, the official teaser trailer for the extremely anticipated Barbie the Film was launched. Together with the teaser trailer, photos introducing the solid of Barbies, Kens, and people of Barbie the Film have been launched on all the 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 totally 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 bought individuals’s consideration.

In the event you someway haven’t seen them earlier than, all the solid photos included a sky blue backdrop with a shiny 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 someplace else among the many posters. 

These photos simply captured customers’ hearts, and people with the enhancing chops rapidly 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 advised Barbie-like catchphrase like, “This Barbie is a boss.” You may as well 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 individuals’s nostalgia for enjoying with Barbies, and that very effectively might have labored in some circumstances within the marketing campaign’s infancy. Nonetheless, because the marketing campaign gained traction, the purpose of utilizing the AI-powered selfie generator was to grow 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. Shoppers are nonetheless utilizing the AI-powered selfie generator to create and share memes, forcing individuals 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 instructed the trade in a giant manner that interactive advertising and marketing is the way in which to go to your subsequent advertising and marketing marketing campaign. Interactive advertising and marketing is a advertising and marketing tactic that makes use of partaking photos or visuals to get customers to have interaction together with your content material. Interactive advertising and marketing is usually used all through the trade. Nonetheless, Barbie the Film virtually created a formulation 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 in a position to get customers to work together with their promotional materials. 

Seeing that every poster was principally the identical with a few variations per poster, customers noticed their shot. They may very well be on a Barbie poster! That’s the reason the AI-powered selfie generator was ingenious. 

For those who aren’t Photoshop literate, the selfie generator permits them to affix 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 wished 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 individuals wish to grow to be the Barbie they at all times wished 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. 

Easy methods to Use This Technique For Your Model

Interactive advertising and marketing has a few methods to get customers desirous 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 sort can certainly get individuals considering taking part. An instance of this being finished is Zoom’s Digital Background Problem. 

Zoom launched the Zoom Digital Background Problem in March 2020 for distant employees. The marketing campaign was a month-to-month competitors the place individuals may share pictures or movies utilizing Zoom’s digital background function. The marketing campaign garnered over 50,000 individuals 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 unique intent might have been to play on individuals’s nostalgia in direction of Barbies and desirous to be that idealized doll, and their advertising and marketing marketing campaign allowed us to try this. 

As of penning this weblog put up, #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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Frequent Trigger 

Shoppers typically really feel that in terms of promotional materials, all manufacturers are attempting to govern them to purchase their services or products. Giving customers a typical trigger to work in direction of or speak about makes it extra just like the model is doing one thing that’s truly good. 

The preferred instance of that is Wendy’s Rooster Nugget Retweet Problem. This was probably the most 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’ll be able to hardly name this Twitter thread a advertising and marketing marketing campaign, nevertheless it completely had individuals speaking and rooting for Wilkerson to get his free rooster nuggets. Earlier than lengthy, even Wendy’s was rooting for Wilkerson. Seeing their optimistic 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 grow to be probably the most retweeted tweet of all time (on the time). So, Wendy’s did find yourself rewarding Wilkerson’s efforts.

Remaining Ideas

Total, 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 you’ll want to test it out! The hype warrants a watch even for those who aren’t a Barbie fan.