Whenever a brand creates something truly amazing, they need it to be seen by the right people. The people who will
love it and
be loyal to the brand.
Being a 1990s baby, I grew up with a deep
love / obsession for all things Barbie. And let me tell you, when that trailer dropped, my heart rate picked up. This is despite it being decades since I last picked up a Barbie. The publicity team at Mattel has done an incredible job of creating
brand loyalty.
Hop in as media update's Saads Abrahams takes us on a ride through the brilliant pink PR of Barbie.In 2015, an article written by
CNN made the bold headline stating,
Is Barbie dead? Fast forward to nine years later, and Barbie is doing better than ever — all thanks to a really great PR and marketing team.
The evolution of Barbie
The debut of the Barbie was in March 1959, and she just skyrocketed in the years to come. Known for her
iconic bleach-blonde hair, sparkly blue eyes and perfect model figure, she became the must-have doll for every little girl.
As the lifestyle of women around the world changed, Barbie dolls could now also become anything and everything, giving little girls inspiration to be more than just a homemaker — if that is what they desired.
After the massive fall of the stocks in Mattel in 2015, their PR team knew they had to put in the hours to make sure that Barbie's loyal customers — some of who are now parents themselves — make Barbie relevant again.
As the shift in the world changed from the traditional model figure being praised, inclusivity for all body shapes, sizes and types was becoming more important, and the PR team at Mattel listened. In 2016, we had new Barbies that hit the shelves.
Then, in 2019, Barbie announced that it would be adding to its inclusive range, creating Barbies with new hair textures, more body types and differently-abled Barbies.
Now in 2023, the
Barbie movie has become one of the most-hyped-about movies of the year. Barbie marketing activations have been set up across the globe, following a
national shortage of pink paint. And now, Barbie is bigger than
ever.
The power of PR
So now, looking at Barbie in 2015 to now, how did it go from a brand losing its magic to the most popular brand of the moment? Great PR — that's how.
The goal of any PR is to make sure that the brands you represent are always viewed in a
positive light and to
create brand loyalty that can
stand the test of time. And the PR team at Mattel has definitely achieved that; this is how you can as well.
The PR team at Mattel knew that the only way that Barbie would stay relevant would be if she were relevant. Through
innovation and adaptation, Barbie as we know it has created a doll for everyone: young and old, tall or short, slim or curvy and differently-abled or not.
PRs everywhere need to be able to
grow with the times, being stuck in old ways will not only
hold you back as a brand but will make you
irrelevant to your audience as well. This is not to say you should jump in on every trend, but jump in on trends that are
authentic to your brand and make sense to your target audience.
The recent success of the
Barbie movie was not only because of brand loyalty but because it was literally
everywhere you looked. Social media, shopping malls and billboards — the world was painted pink!
PRs need to keep in mind the
importance of collaborations with other
brands that match their vibe, as well as collaborating with
influencers to create the biggest buzz Barbie has ever been a part of.
The international press tour was absolutely
insane! From the outfits to the pink activations that were set up globally. The PR team absolutely crushed this by
making everyone feel part of the Barbie world.
This is a note for PRs everywhere to write down.
Make your audience feel like they are a
part of your brand, and then watch it grow. The PR team at Mattel did three things when Barbie was at an all-time low —
reflect, realign and reinvent.
And PRs should always ensure that they
prioritise the brand's main purpose and ensure that it
aligns with your audience.
via GIPHY
What are your thoughts on Barbie's PR strategies? Let us know in the comments section below.
*Image courtesy of Canva