How Barbie Took Over The World

Overview

The Barbie Movie had one of the best marketing campaigns the film industry has ever seen. Up until its premiere in July, it completely dominated the conversation. Not just on social media where it was trending all the time, but in the real world with some ingenious branding, countless partnerships and a release strategy so smart, that it snowballed into a massive event of it’s own. I spent some time looking into it, and broke down its success into the five main components that made it work: earned media, startegic partnerships, branding, barbenheimer and tone of voice.