Exceeding all expectations, after raking in a billion dollars at the global box office, Barbie is on track to become the year's most successful film. The film starring actress Margot Robbie, who plays the iconic doll experiencing an existential crisis, was loved by fans who called the phenomenon "Barbillion". And the whole secret seems to be hidden in marketing strategies, which have become the subject of study for many universities. How?

Anyone can be a Barbie or a Ken

With the arrival of the movie Barbie in the spring of this year, the world was "flooded" by the posters of the protagonist characters. Many people had the opportunity to put their selfies or any other image on the Barbie and Ken posters. A clever way to get people involved in distributing Barbie-related materials instantly created a way for people to develop a personal connection to the film.

These elements of Barbie's marketing campaign were a great way to mimic the way children interact with Barbie dolls in person. These distinctive photos allowed people to spread images of Barbie on social media. Blue and pink were all over social media in April 2023, while pink boxes have dominated social media since Barbie first debuted. These aspects also spoke to another key part of Barbie's marketing campaign: it didn't shy away from the elements people associate with Barbie.

Barbie është një film me B të madhe, një qasje që i dha fushatës promovuese të filmit një atmosferë besimi të parezistueshme. Tifozët e vjetër të Barbie-t  ishin të emocionuar kur panë diçka që u kujtonte atyre kukullën që e donin aq shumë, ndërsa të rinjtë ishin të intriguar nga një film që nuk ishte si të tjerët e suksesshëm në treg.

Barbie femërore, çfarë koncepti

Filmi pati një fushatë marketingu "vajzore" dhe i dha audiencës së të gjitha gjinive një shans për t'u kënaqur me ngjyrat dhe estetikën. Jo vetëm kaq, por u dha njerëzve një shans të vishen, të dalin në publik me miqtë dhe të ndjehen të sigurt me njëri-tjetrin. Kinematë ishin plot me njerëz që thërrisnin "hi, Barbie", një mënyrë që gratë mund të shprehnin mbështetje për njëra-tjetrën. Filmat që frymëzojnë atë lloj sjelljeje nuk shfaqen çdo ditë.

The use of pink was bold

In an interview with Architectural Digest, production designer Sarah Greenwood revealed that the film used so much pink to create Barbieland that "the world ran out of pink." Director Greta Gerwig told Architectural Digest that she wanted Barbieland to be "very bright, and the pink was limitless, almost excessive."