I'm a Barbie girl, in the Marketing world

Come on, Barbie, let’s go party…

Everything is so Barbie central right now and we’re here for it, maybe not in her plastic world, but certainly her marketing world.

The new Barbie movie is coming to our screens on July 21st and her marketing team have certainly got the ball rolling with the build up. So, what makes Barbie so relevant even in today’s day and age?

Consistency, adaptability, and accountability.

Barbie made her big debut in 1959 at the New York International Toy Fair as Barbie Teenage Fashion Model, with many toy buyers sceptical as she didn’t appear like any other children’s toys and dolls.

Move to 2023, and Barbie has remained a huge success where the doll continues to be the subject for cultural, sociological and psychological interest amongst many.

With the new Barbie movie directed by Greta Gerwig coming out soon, what has this taught us about successful marketing tips that we could use?

Nostalgia

What is going to make people resonate with your brand?

Maintaining a loyal identity for brands marketing themselves in front of today’s consumers can be tricky, and sometimes even unsuccessful.

If you had a vast collection of Barbie dolls (I know I did), you’ll know what the instant ‘throw back’ feeling is when you see something you once had as a child.

The clever thing that Mattel has done is create stories that can resonate with Barbie fans. Welcome the characters, Ken, Skipper and Midge, all who formed relationships with Barbie herself, through being a boyfriend, sister and best friend. Not only can you create new stories with the introduction of new characters, but Mattel even declared that Ken and Barbie had actually ‘broken up’ and then got back together. 

This amusement (and relatability!) for Barbie’s fanbase makes stories come to life. It gets people involved. Through sharing on social media, users can create new stories, much like their imagination did as a child. 

Imagination, life is your creation.

This type of nostalgia for toy owners generates trust and confident attitudes towards brands such as Barbie, which in turn influences consumer preferences when it comes to choosing toys for their children.

Barbie’s Playful UGC Content

Now, moving onto what the most exciting thing of 2023 so far… yes the new Barbie film. Alongside the release of the trailer, the next day Barbie’s marketing team released a selfie filter where mobile users could insert their face to an AI-generator which turns them into a Barbie character.

The outcome of this playful interaction is that these images are shareable! This has put meme culture in overdrive as people can’t stop capturing and sharing these AI-generated selfie images.

Interaction is key to any brand, and this is what consumers love. When they can get involved, the relationship between your brand and consumer is strengthened. By adding fun elements into the mix, it can generate conversations and through word of mouth, your brand is out there.

A key thing to note is sustaining that interaction which will maintain your relationship. Longevity should be on your list.

Playful and interactive user generated content can drive nostalgia too, helping everything work in harmony.

Anticipation

Building up a storm before the big launch, social media teasers and short insights…

It’s common knowledge that trailers for films are one of the most useful advertisement tools out there. It’s a teaser, a sneak peak about what is up and coming. 

Promotional mobile trailer advertising for your brand is an easy way of effectively reaching a high number and a variety of people in an extremely short amount of time. Social media trailers can often be more successful as unlike television advertising, viewers cannot change the channel, therefore your brand message is being looked at for longer.

Circulation about Barbie’s life in plastic began last summer. Conversations had started before we’d seen anything! Facing criticism, when the time came for the trailer release;  Barbie’s life in plastic, it’s fantastic!

Social media went crazy when Margot Robbie and Ryan Gosling came to our screens for all but one minute and forty five seconds. The real ‘Dream House’ was brought to life, everything from Barbie’s waterslide (that any child begged to have as part of their Barbie play set), the car, the perfect Barbie legs and the clothes… all that PINK!

This is what is bringing people’s childhoods to life. Barbie is a timeless brand, and the reason it’s still successful is because they are considering their relevance in today’s world. We’ll never get sick of Barbie and her trends because we’re all Barbie girls, in the Barbie world.

 

We cannot wait until the new Barbie movie is released in cinemas!

Get in touch with Posh Cockney today to elevate your marketing campaign and stand out from the crowd.


afternoon tea

Important Dates for your May Marketing Calendar (+ Content Ideas!)

Your May Marketing Calendar

Since our April content marketing calendar blog was a hit, here are some key dates in May to spark some marketing campaign ideas!

1 May – National Loyalty Day

Starting May off strong with National Loyalty Day – use this as an opportunity to thank and engage with loyal customers by awarding them with exclusive discounts or offers. Showing loyal customers you recognise and care about them will keep them coming back for more!

4 May – Star Wars Day

Because of its similar sounding name to the catchphrase “May the force be with you”, 4th May has been designated as Star Wars Day. You could offer an exclusive Star Wars product, or encourage employees to dress up as their favorite Star Wars character. 

6 May – Early May Bank Holiday

With two bank holidays in May this year many people will be out and about enjoying the spring long weekends. Leverage this opportunity to post on your social media channels with suggestions of how they should spend their time – like visiting your store or restaurant. You could even have early May Bank Holiday exclusive offerings!

cocktail

13 May – World Cocktail Day

This day marks the publication date of the first definition of a cocktail – and henceforth has been globally recognized as World Cocktail Day. 

Celebrate the day with discounts on cocktails, or encourage your social media followers to engage with your content by commenting their favorite cocktail. 

The opportunities for this day are endless! You could even create a special cocktail menu in celebration of the day. 

18 May – World Whiskey Day

Calling all whiskey lovers! Promote whiskey on your menus – you could even create an exclusive list of whiskey based cocktails to serve. 

Give discounts on drams to people who visit your establishment on the 18th of May!

21 May – International Tea Day

Tea is a national treasure here in the UK. Not only are you meant to enjoy a cup of tea today, but also gives you the chance to learn about its origins and how different parts of the world do tea differently. 

Promote your afternoon tea offerings on social media and bring all the tea lovers together in celebration of this day, just like this one at the Great Scotland Yard Hotel

afternoon tea

25 May – The Emirates FA Cup Final (Wembley Stadium)

The end of the domestic English footballing calendar the FA Cup final this year features 2 of the biggest and most supported teams in England, Manchester City and Manchester United. 

This is sure to be a day filled with excitement and enthusiasm which will transfer into the hospitality sector. Host watch parties, or ask social media followers who they’re rooting for. 

25 May – National Wine Day

What a great excuse to indulge in a crisp glass of wine. Treat yourself and your team to a bottle of vino. 

Create buzz around this day by giving buy-1-get-1 options on your house varietals. Engage with your social media audience with polls asking their favorite type of wine to enjoy in the spring. 

27 May – Spring Bank Holiday

Another bank holiday! Use the long weekend to promote food and drink packages and showcase your places best offers. 

Host a fun event to get people out of the house and into your establishment!

29 May – National Biscuit Day

There’s no better way to end May than with a sweet treat. Use this day to spark a serious debate about the best biscuit brand in the UK. 

Create a special biscuit based treat to temporarily put on the menu to get people in the doors for an exciting new menu pudding!

We hope you found these May marketing dates useful and can take inspiration from our ideas. Be sure to share your results with us if you do!

Get in touch with Posh Cockney for a tailored marketing plan and content calendar to support your business goals.