In recent years, Mattel, the company best known for producing the Barbie doll, has faced numerous brand-related challenges. After the release of the movie and the entire campaign surrounding it, it appears that the company won’t have any more issues. The revitalization of the brand’s presence in the market seems increasingly certain with the film’s debut in theaters. In the following blog, we bring you the lessons that marketing professionals can learn from this film.
A brief history of Mattel and the Barbie brand
We cannot begin this topic without knowledge of the brand itself and the company that created it. Mattel has been a globally recognized toy-selling company for decades. It started its operations in 1945, and it took a remarkable 14 years for their most iconic doll, Barbie, to make its debut.
As soon as Barbie appeared, it became a phenomenon in its own right, holding a significant place in popular culture. Children worldwide enjoyed buying this doll, and those who didn’t yet have one played with their friends’ Barbies. Over the years, Barbie evolved and embraced diversity, keeping pace with societal changes.
Although this might sound like a recipe for success, Mattel has still faced challenges in recent years.
Mattel’s struggles and stock value decrease
At the beginning of this decade, Mattel, the company primarily known for producing the Barbie doll, faced certain problems that also affected the decline in the company’s stock value. As children increasingly turned to digital toys and online gaming, traditional toys were pushed into the background, and it was evident that competition was taking the lead.
Anticipating these changes, the company realized that something significant is needed to be done to restore the brand to its rightful place.
The Barbie movie: triumph in theaters
To rejuvenate the brand and give it a completely new strength, Mattel embarked on an ambitious filmmaking venture. The film offered a fresh perspective on the Barbie doll, featuring an intriguing storyline that resonated with the target audience.
Connecting with an older audience
The choice of the target audience was key to this success. When the film was announced, everyone expected it to be a children’s film. However, once the director’s name and the cast were revealed, everything became much clearer. The target audience for the film, the ones who resonated with it the most, was not children but rather millennials.
These individuals grew up with Barbie, and their entire childhood was marked by playing with this doll. Therefore, the film primarily addressed them and then younger generations, for whom Barbie was yet to become a style icon and show them what a woman can achieve. Millennials already knew this, so they only needed a reminder and encouragement to be role models for younger girls.
Expanded opportunities for the Barbie frenzy
The power of the Barbie movie to evoke nostalgia in adults created a seemingly unexpected marketing advantage for Mattel. Consequently, sales of various collections and products inspired by the Barbie character increased, and everyone wanted to wear something pink. In cinemas, we could observe groups of people (both women and men) dressed in pink attire, indicating that this trend was well-received.
The success of the film, therefore, opened up new opportunities for Mattel to monetize its brand through licensing and specially branded products. The company also established a successful partnership with the fashion brand Zara, and their collection sold out within a few days on their website. This is just one example of a successful collaboration.
Marketing lessons learned from the Barbie movie campaign
The premiere of the Barbie movie, which took place a month ago, marked a turning point for the brand itself and its resurgence. The film’s success contributed to rekindling children’s interest in the brand while generating additional interest from older audiences. At this significant moment for the company, Mattel has the opportunity to build on the positive impact of the Barbie movie and expand its horizons for new business successes.
5 brief lessons every brand can learn from the Barbie marketing team
- Understanding the power of brand nostalgia – Mattel knew precisely how to target millennials. While Barbie easily appeals to children, it also resonates with their parents. Marketers understand that “playing on nostalgia” is a tried-and-true recipe that elicits customer emotions. Additionally, they successfully improved the brand’s legacy and crafted new brand narratives through this film.
- Effective audience segmentation – This marketing campaign demonstrated a profound understanding of the target audience, both children and adults. Businesses of all sizes, particularly those with a diverse range of target groups, should precisely segment them to send clear messages tailored to specific customer needs.
- Promotion across multiple channels – Mattel achieved this great success by promoting the film across all available channels. Therefore, when a company promotes a product on television, social media, magazines, websites, and more, success is virtually guaranteed. The message must be sent through as many channels as possible to reach everyone.
- Inclusivity and diversity in storytelling – The Barbie film particularly addressed themes related to women’s empowerment, inclusivity, and promoting diversity through a variety of characters. Marketers can learn from this example and include more diversity in their storytelling to help more customers relate to the brand’s stories.
- Building anticipation as the main principle – What is colloquially referred to as “teasing” was applied as the primary principle here. Viewers received scenes and character photos in small doses, creating excitement and maximum anticipation. Marketers can do this by offering teasers and exclusive content to keep customers in sweet anticipation.
Valuable brand lessons are everywhere
The Barbie movie is the latest proof that even at the movies, you can learn valuable brand promotion lessons. When you’re involved in marketing, every film or series can be a small lesson or source of inspiration. Therefore, it’s essential to constantly watch new films and series to stay updated on trends and gather inspiration. Additionally, reading is crucial. If you love brands and want to read about brand-building processes and other related topics, be sure to visit our blog, where you’ll find many useful articles on this subject.
