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MARKETING NEWS

⚡️ Today’s Headlines ⚡️

😬 Twitter traffic has tanked since the arrival of Meta’s Threads

🇫🇷 French government threatens to cut off social media networks

🐦 Twitter invite-only rival Bluesky hits 1M downloads

💰 TikTok earns $1B+ in consumer spend & lands #1 app revenue spot

📉 Reddit & Discord valuations cut by 10% since last month

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TOOLS & CONTENT

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🎥 Novelty in ChatGPT is wearing off as worldwide traffic to the AI chatbot drops about 10%.

TODAY’S DEEP DIVE

Being a Barbie girl in a marketer’s world

📰 TL;DR: Unless you’ve been living under a rock, you’ve probably seen some kind of product with the signature pink Barbie branding over the past couple of months. That’s because the upcoming Barbie movie’s PR and marketing teams are on fire right now working for world domination.

While the cast and crew has been doing the usual movie premiere interview tour, the team leaned into over 100 brand partnerships, experiential marketing activations, and social media campaigns to bring audiences into Barbie’s world. Plus the team is leaning into nostalgia with Barbie’s iconic look being something we all remember from childhood.

They’re targeting the 20-something and older crowd to remind us all: we’re never too old for Barbie.

💡 Insight: So many smart takeaways from this campaign. First, don’t blindly do things the way they’ve always been done. Would a classic billboard and digital ads strategy have worked for this movie? Yeah, probably. But the team didn’t just want to work, their goal was “for Barbie to be everywhere.” Wild actions can lead to wild results. Shake up the playing field. Do something different.

Second, you don’t have to go it alone. The reason why we’ve seen Barbie everywhere is because they’re literally EVERYWHERE. And that only happens with their solid partnerships that make for a really fun narrative. Stay in the Barbie Dreamhouse Airbnb. Pick up a Barbie Land Berry froyo from Pinkberry. Get your glam on with the hot pink Barbie OPI nail polish. Every brand brings their best to the table, and everyone wins.

Lastly, lean into what makes your product familiar. Barbie’s team could’ve easily rebranded this movie as a new look at Barbie. Something we’ve never seen before. Attempted to make her more relatable or trendy. But instead, they’re giving us all what we think of when we think of Barbie and it works. People all have their own memories and associations of what certain products mean to them. Grab onto that and don’t try to fight it.

BECOME A BETTER MARKETER

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