It has been more than 3 weeks since the movie Barbie has released in movie theatres, and there is a good chance that you’ve heard of it. If you haven’t, Barbie is a franchise started by the company Mattel Inc. Barbie has been successful since 1959, when it was released. The main reason it’s been so successful since the 60’s is because of efficient and smart advertising, among other things.
Earlier, during the and 80’s and 90’s, when Barbie first started to gain popularity, one advertising strategy they used was a show that revolved around the barbie toy doll. This is a marketing strategy otherwise seen used by Batman, Lego, and Hot wheels. The idea behind this is to appeal to a target market. A target market is a demographic that a company aims to advertise, and ultimately sell, to. In these cases, the target market were kids that looked up to the show.
Another marketing strategy that the Barbie marketing team used to promote their movie is Nostalgia Marketing. This is exactly like it sounds. Nostalgia Marketing bases itself on the familiar feeling that a product gives consumers. For example, when Ford brought back the Bronco, many adults who used to have that car bought it again. This is attributed to the memories and familiar feeling that the car evoked for the customer.
A huge promoting technique was the Malibu Dreamhouse that the producers of Barbie put up for rent on Airbnb. Airbnb and Barbie collaborated to create a life-size replica of a prop in the movie(shown in picture), and when people saw it online, it immediately stirred conversation. This type of advertising is called co-branding. When one company benefits, the other one does as well. So as you can see, there is a lot more to the Barbie franchise than what meets the eye. It involves a lot of strategizing, planning, and collaborating to make everything work together.
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