Who has watched the Barbie movie? The film, which was released in Indonesia on July 19, 2023, succeeded in making the audience barbie. If you want to watch this film, it won't be complete if you don't wear pink OOTD!
The film, starring Margot Robbie and Ryan Gosling, tells the story of the real life of these girls' toys. The girls are called Barbie, while the boys are called Ken, but they get to know each other.
Reporting from the screen daily page, the Barbie film successfully earned 158.9 million US Dollars or around 2.39 trillion Rupiah. around the world. This revenue is getting closer to the target set for the week by Warner Bros, namely 300 million US Dollars or the equivalent of IDR 4.5 trillion. This also makes the Barbie film the film with the biggest income since the COVID-19 pandemic.
Actually, what made the Barbie film go viral and earn such a big income? We discuss together marketing strategy from the Barbie movie here, come on!
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All Pink Marketing Campaign
The first strategy that made this film sell well in cinemas was a marketing campaign with a pink theme. Quoted from a variety interview with Warner Bross President of Global Marketing, Josh Goldstein, he revealed that the marketing campaign used the color pink to be an important element as well as a symbol of girl power elements. He also said that the color pink has become a Barbie fashion concept that is still alive and will never die.
Unmitigated, the Warner Bros. marketing team even collaborated with Air bnb to carry out major renovations to a luxury mansion in Malibu, California, United States, to make it resemble a Barbie house. -
Leaked Movie Teaser
The Warner Bros. marketing team deliberately leaked the film teaser bit by bit in order to arouse curiosity and become the subject of public discussion.
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Gandeng Tiktok dengan Membuat Fenomena “Barbenheimer”
The Warner Bross marketing team also cooperated Tiktok sebagai media penyebaran campaign marketing. Mereka juga membuat fenomena “Barbenheimer”, yaitu film Barbie dan Oppenheimer. Hal itu dilakukan karena kedua film tersebut dirilis di pekan yang sama dan sukses mencuri perhatian publik.
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Attractive Tagline
Strategi terakhir yang tidak kalah penting yaitu pembuatan tagline yang menarik. Tim marketing Warner Bross membuat tagline “If you love and hate Barbie, this movie is for you”. Penggunaan kata “hate” justru memancing orang-orang tidak pernah mengikuti atau menonton Barbie malah penasaran dan berbondong-bondong ke bioskop untuk menonton film ini.
These four marketing strategies are what made the Barbie film sell well in cinemas throughout the world. You can apply the 4 strategies above for your brand, of course it must be adjusted to the characteristics and marketing budget of your brand.
Know more about branding, digital marketing, social media marketing and website services. Contact More Creative, we are ready to help you! https://lagikreatif.com/kontak/
