The Power of the Brand
Barbie is undoubtedly one of the most powerful brands in the world. So iconic that it can be recognized without any text or logo—simply by its signature pink color. The marketing team behind the Barbie movie was bold enough to place small billboard ads with pink rectangles in random corners, and yet everyone instantly understood what it was about.
The Margot Robbie Effect
Casting legendary characters in films always carries risks, as fans may reject the actor. But that wasn’t the case with Margot Robbie. She became the embodiment of Barbie in the real world—charming, fun, and energetic. Throughout her global media tour, Margot effortlessly overcame all challenges associated with portraying Barbie.
Collaborative Marketing
Before the film’s release, the Barbie team established over 100 brand partnerships. These include X-Box consoles, OPI nail polish, Moon Oral Beauty toothbrush sets, Ruggable rugs, Beis luggage, and fashion collections including GAP. Fans can book a stay at Barbie’s Malibu Dream House via Airbnb or take a tour of the house through Architectural Digest. This interconnected marketing strategy proved far more effective than traditional media for promoting the film.
Viral Appeal
Integrating artificial intelligence into the campaign was a brilliant move. The team created a selfie generator that uses facial features to place anyone into Barbie’s world. The result? Fun, shareable images that fans are eager to post on social media. This interactive approach engaged a broad audience and contributed to the campaign’s viral success.
Fashion Impact
Every outfit Margot Robbie wears becomes a fashion moment. Interestingly, only 1.4% of half a million articles about Barbie directly reference the movie trailer. The rest focus on PR, partnerships, events, fashion, and celebrity reactions. For example, at a Sydney event, Margot wore a vintage Versace 1994 collection dress designed by Gianni Versace, and at the Los Angeles premiere, her red-carpet outfit was created by Daniel Roseberry, inspired by a 1960 Barbie doll.
The Team Behind the Magic
The PR and marketing team works around the clock to create the illusion of living in Barbie’s world. They even transformed an entire hotel into a bright pink Barbie universe, styled down to the smallest detail—pink carpets, doors, flowers, and even people wrapped like Barbie dolls.