2023-07-20 07:00:36
The movie regarding Barbie is the theme that creates the most hype at the moment.
Social media related to the film amassed over 4.3 million shares, likes and comments this month, a all-time high for Barbie since 2018.
The first wave of extremely positive reviews, which arrived earlier this week, undoubtedly contributed to the growth of these numbers and engagement this month has almost doubled compared to April, when the first teaser trailer was released.
A golden moment for Barbie
Things haven’t always been so rosy for Barbie, especially off social media.
In 2015, The sales they had collapsed for the third consecutive year and headlines like this one from CNN questioned Barbie’s staying power.
However, we are happy to report that things are definitely looking up for the iconic representation of the symbol woman, which has undergone a lot of changes over the years.
Since 2018, love for her has tripled, according to lanalysis of BuzzSumo reactions on Facebook.
Barbie’s engagement and the media buzz
The result achieved certainly has to do with the unceasing work of the the marketing team at Barbiewhich has launched repeating viral campaigns since the spring, including, but not limited to, a star-studded social media launch, a selfie UGCpink billboards OOH and who can forget the over 100 brand collaborationsincluding the Official Barbie Dreamhouse, created together with AirBnB.
About AirBnB, the brand has earned Barbie the most advertisements of any partner.
The pink Xbox console and Aldo’s Barbie-branded shoes are the most talked regarding Barbie products on social media, but they come nowhere near the numbers generated by Malibu’s AirBnB house.
Barbenheimer: How Barbie Pushed Its Box Office Rival
You can’t talk regarding the Barbie without mentioning her box office nemesis, Oppenheimer.
The marketing team of Oppenheimer should be quite satisfied with the double release of Blockbuster: it gained 80,000 more contacts thanks to a social engagement that would not exist if it weren’t for Barbie, equal to 6.7% of the total press engagement.
By contrast, it is only 0.7% of Barbie’s total engagement rates.
The Barbie movie has infiltrated our timelines, the streets, the commercials, and now it’s also shaking up our vocabulary.
BuzzSumo analyzed mentions of the phrases “Barbenheimer,” “He’s Just Ken,” and “Kenergy,” and found that the movie-inspired slang earned Barbie $10,000. $40,000 in additional social engagement.
Overall, a really good job by the marketing team.
What we have written regarding Barbie in recent years
Dozens of topics, releases, announcements and changes. As an icon of style, branding and marketing, Barbie has always been at the center of our thoughts (and our editorial team).
Here is a short selection of the contents dedicated to the most famous doll in the world.
Cynical beautician becomes a Barbie, here’s what Cristina Fogazzi told us
The Barbie podcast starts: it will tell stories of extraordinary women
David Bowie becomes an icon of the Barbie limited edition
Rosa Parks also becomes a Barbie Inspiring Women doll
Goodbye to Ken’s girlfriend, now Barbie teaches (also) coding
The Mattel case: toys as a mirror of modern society
Barbie Game Developer, Mattel’s redemption
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