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Going to the flicks does not generate the identical pleasure it used to. The worth of tickets and popcorn are larger than ever, and you do not have to attend lengthy in your favourite films to be streaming on Amazon.
However in 2023, Barbie made folks excited to go to the flicks once more. The movie introduced in $1.45 billion worldwide, making it the highest-grossing movie of the 12 months. Whereas Barbie’s success is because of the directing and high quality of the movie, it is arduous to miss the movie’s glorious advertising and marketing technique.
As a small enterprise proprietor, you possibly can be taught beneficial advertising and marketing classes by finding out main marketing campaigns like Barbie and, extra not too long ago, Dune: Half 2. Let us take a look at six main takeaways you possibly can apply to your subsequent product launch.
Associated: ‘Barbie’ Was a Marketing Masterpiece. Here’s Why.
1. Incorporate social media
A big a part of Barbie‘s success is because of its social media marketing campaign — the film was closely promoted on Instagram, Fb, TikTok and Twitter. You would discover behind-the-scenes content material, trailers, memes and interactive posts.
There have been promotional hashtags, like #BarbieMovieMagic, which inspired followers to create and share user-generated content material. The Barbie crew additionally partnered with celebrities and influencers who shared their experiences and ideas concerning the film.
The Barbie film is an instance of what can occur while you leverage social media to its fullest extent. When used successfully, it could actually create unstoppable momentum that pushes a model or product into the general public eye.
2. Collaborate with different manufacturers
The Barbie advertising and marketing marketing campaign targeted on collaborating with different manufacturers to advertise the film. In whole, Mattel partnered with over 100 manufacturers — for instance, Perpetually 21 created Barbie-inspired clothes like crop tops, mesh tees and hoodies.
Airbnb listed the enduring Malibu DreamHouse on its website. Restaurant chains like McDonald’s, Burger King and Chilly Stone additionally partnered with Barbie to advertise the film. Chilly Stone’s pink cotton sweet ice cream shake even went viral on TikTok.
It is arduous to market a product by yourself, and Barbie demonstrates what can occur while you create mutually useful partnerships on a really giant scale. The proper partnerships can generate extra pleasure amongst your viewers and put your model in entrance of solely new audiences.
Associated: 5 Ways to Effectively Utilize Marketing Collaborations
3. Create model consistency
Whenever you consider Barbie, there’s in all probability one factor that involves thoughts — the colour pink. Barbie pink grew to become a central a part of the film. The colour was not solely used all through the film but additionally included in the entire promotional supplies and campaigns.
Even clean billboards with nothing greater than the colour pink and the date of the movie’s launch have been immediately acknowledged as selling the movie. As soon as the film was launched, folks started flooding the theatres dressed of their greatest Barbie pink outfits.
Brand consistency issues as a result of it helps clients create an emotional connection to your merchandise. When clients instantly acknowledge your model, it creates familiarity and a higher sense of belief.
4. Encourage user-generated content material
User-generated content will not be relevant to each advertising and marketing marketing campaign, but when you should use it, it is an efficient software. Consumer-generated content material was pivotal to advertising and marketing Barbie, and followers have been continuously inspired to interact with the film.
There was a Barbie selfie generator that allowed followers to edit themselves into the film poster. And there was tons of user-generated content material posted on social media. Consumer-generated content material can’t solely create a buzz round a product launch but additionally give your viewers a way of possession round it.
Associated: The Beginner’s Guide to User-Generated Content
5. Begin early
Most individuals in all probability grew to become conscious of the Barbie film final spring or summer time through the months main as much as its launch. Nonetheless, the advertising and marketing crew spent years planning its launch and organising partnerships.
Actually, the primary advertising and marketing supplies debuted in 2022 at CinemaCon with a photograph of Barbie in her pink convertible. By starting early, the advertising and marketing crew might be selective about its partnership and slim in on the most effective methods.
Efficient advertising and marketing campaigns do not open in a single day — the sooner you start advertising and marketing a product launch, the extra time you must create consciousness. Plus, advertising and marketing early and sometimes provides you an opportunity to check out completely different methods and see what works.
6. Know your viewers
One of many greatest issues the Barbie advertising and marketing marketing campaign demonstrates is a deep understanding of its audience. The Barbie model has been round since 1959, and the film embraced the ability of nostalgia to enchantment to older followers who grew up with the dolls.
On the identical time, the film’s concentrate on variety and inclusion made it related to youthful generations. The film succeeded by giving followers what they actually needed — an expertise that resonated with folks of all ages.
When you recognize your viewers, you possibly can create related, focused content material you recognize they will establish with. It additionally helps you create a relationship together with your viewers and create long-term customer loyalty.
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