Throughout her 64-year history, Barbie has transformed herself from a child’s favourite toy to a globally recognised icon. The Barbie movie, recently released in cinemas, has captivated many millions of viewers around the world and grossed over $1 billion in just three weeks.

In this blog we’ll discover how one of the most successful marketing campaigns ever, created a worldwide phenomenon and how you can apply some of these strategies to the property industry:

1. Embrace diversity and inclusivity. The Barbie movie features a diverse cast of characters, from different races, ethnicities, body types, and career paths. This is a great way to connect with a wider audience and show that your brand is for everyone.

And likewise, in the real world, your target audience will be equally diverse. You might have to analyse this deeply, build different buyer personas and launch different campaigns to target them separately, as they might have different needs. But your target audience will definitely include different people from different backgrounds.

2. Create emotional connections. The Barbie movie is a heartwarming story about friendship, self-discovery, and following your dreams. This kind of emotional connection can be very powerful in marketing, as it can make people feel more engaged with your brand.

The property industry is linked to some life-changing moments, like buying a house, one of the most important decisions in life. Whether you’re an agent or a supplier, if you link the emotions associated with this stage in people’s lives, you are likely to get a higher level of engagement.

3. Use social media to your advantage. The Barbie movie has been heavily promoted on social media, with the hashtag #BarbieTheMovie trending on Twitter. This is a great way to reach a large audience and get people talking about your brand.

Within the property industry, there are always hot topics you can take advantage of and use the appropriate hashtags. Listen to your community and get involved in the digital conversations within your field. Use the most appropriate channels for you and keep them active.

4. Partner with influencers. The Barbie movie partnered with a number of influencers, such as Zendaya and Millie Bobby Brown, to promote the film. This is a great way to reach a younger audience and get them excited about your brand.

You don’t need to look for celebrities for that (although you could if you wanted to!). But partnering with any relevant figure or business in your community/area or getting involved in local sponsorships, events or charity actions will boost your brand awareness and brand reputation.

4. Create branded content. The Barbie movie created a number of branded content pieces, such as music videos and short films. This is a great way to tell your brand story in a creative and engaging way.

Don’t be afraid to go a bit far here, do something different: launch a campaign on social media using your own hashtag that your community can use when sharing their posts. Turn your best customers into brand advocates by offering them small perks or benefits. Encourage your team to share company content. Follow the popular trends (like the Barbie one!). Offer educational and valuable content to your prospects and clients. Share your office Spotify playlist so your audience can listen to it. Use storytelling. The possibilities are almost endless.

5. Use paid advertising. The Barbie movie used paid advertising on social media and other platforms. This is a great way to reach a wider audience and target your ads to specific demographics.

Organic actions are important and needed, but if you have a launch, something you want to promote, or a special or seasonal offer, paid advertising will give you extra reach, take your message beyond your community and get quicker results.

It's important to measure the results of your marketing campaigns so you can see what's working and what's not. This will help you improve your marketing strategies over time.

These are only a few of the successful marketing strategies used by Barbie The Movie that you can apply to your business. And, when planned properly and with a strategic and innovative vision, they can all work successfully for you.

There are so many that you could build a whole integrated campaign on different channels! If you’re unsure about how to approach this, do not hesitate to contact us and we’ll be happy to help.

Email us at lee@angelsmedia.co.uk or call us on 020 8663 4989 and we’ll be in touch soon!