5 Essential Campaign Building Lessons for Sustainability Marketers from Barbiemania
One reason you may have not heard of the Barbie movie this summer (in the Northern Hemisphere) is probably because you have lived under a rock.
As marketers ourselves, we were astounded by the unparalleled media and social media storm leading up to the film's release. In a summer marred by climate disasters, the fictional Barbie did not seem to let up on hijacking people’s attention.
The primary job of a marketer is to get people to buy into your brand and purchase your product.
It’s clear to us that the biggest winners of this summer are the movie’s ingenious marketing team, who has ensured that the color pink, doll, movie, and brand are inescapable whether you’re in Colombo, Sri Lanka or Columbus, Ohio in the U.S.
Of course, truth be told, Barbie is not all rainbows and sunshine. Many climate activists have caught on to the hype and turned people’s eyeballs onto Barbie’s plastic problems.
This article is not about the Barbie movie itself because, as movie lovers, we are not in the business of spoiling the plot for anyone who has not watched the film. Nor are we going to delve into the environmental ramifications of Barbie's plastic existence.
We are here to deep dive into the marketing and movement-building lessons that we as sustainability marketers and climate advocates can glean from the phenomenon known as "Barbiemania."
Lesson 1: The Storyteller is as Important as the Story
Barbie, a once controversial and divisive figure, has undergone a remarkable transformation into a symbol of diversity and inclusivity.
“As simple as an 11-and-a-half-inch doll looks, Barbie is a complicated brand,” according to President and COO of Mattel Richard Dickson. All in all, it took 64 years to make a Barbie movie, according to Time magazine.
From Aqua’s Barbie Girl and Legally Blond’s Malibu Blonde in 2000s to Toy Story’s poking fun of Barbie and Ken and Amy Schumer’s drop out of the titled role in 2010s, the company “never found the right storyteller” for Barbie until Greta Gerwig, Dickson argues.
It all comes down to finding the right talent that could genuinely value the brand's authenticity and translate its provocative aspect into an approach that serves a meaningful and heartfelt purpose while playfully teasing Barbie, Dickson elaborates.
Gerwig's storytelling has earned praises for addressing complex issues like sexism and self-determination with finesse, all while infusing stars Margot Robbie (as Barbie) and Ryan Gosling (as Ken) with a delightful dose of witty humor, as highlighted by the New York Times.
From left, Ryan Gosling, Margot Robbie, and Greta Gerwig on the set of “Barbie” Photo by: Warner Bros.
Takeaways
Harness Emotions in Climate Storytelling
In the realm of climate activism and sustainability marketing, a crucial imperative emerges: the art of crafting narratives that resonate with people on a deeply emotional level, tapping into universally shared sentiments such as health and love.
Consider the documentary "Under the Dome," where producer Chai Jing recounts a heart-wrenching tale of her unborn daughter developing a tumor due to China's fatal air pollution. This poignant example exemplifies how compelling stories, narrated by a compassionate mother, have the power to kindle empathy. They lead audiences on an emotional journey, offering a glimmer of hope that inspires constructive and enduring change.
Redefine the Mold of Climate Storyteller
The most effective climate storyteller may not fit the conventional mold. In our contemporary, celebrity-obsessed culture, actors and entertainers wield a unique ability to unite people, surpassing the reach of politicians and scientists. Recent research from the National Research Group underscores this phenomenon, revealing that movie actor-producer Leonardo DiCaprio garners more trust as an authority on climate issues than former U.S. Vice President Al Gore and Swedish climate activist Greta Thunberg do.
This preference for relatable storytellers extends to climate storytelling itself. Overly technical or scientific language, while well-intentioned, can inadvertently produce a reverse effect, failing to engage audiences. As today’s society drawn to light-hearted and entertaining narratives, effective climate storytelling must be both informative and captivating to drive home its intended message.
Photo by: Under the Dome (2015)
Lesson 2: Imperfections are Inevitable in Every Campaign
Marketers and storytellers understand that as scrupulous as they can be, rarely a campaign will be rolled out without facing any criticism. Barbie enthusiasts in Vietnam had their hopes dashed when their government announced a ban on the movie being distributed in their country due to a controversial portrait of the South China Sea. This also highlights entertainment and pop culture, despite their intent and purpose to be apolitical, is likely to find themselves in the geopolitical crossfire in today’s hyper-political world.
Warner Bros and Mattel swiftly issued a statement in defense of the movie. Yet, the repercussions of the initial misstep had already taken root. This serves as a stark reminder that in marketing, unforeseen challenges are an inherent part of the landscape, demanding agile responses and strategic foresight.
Margot Robbie as Barbie in a scene from "Barbie'' shows her standing next to a map that appears to depict China's nine-dash line in the South China Sea.
Photo by: Warner Bros Pictures
Takeaways
Precision is Paramount
Rigorous scrutiny and evaluation of products and campaigns from all angles, including geopolitical considerations, is of utmost importance. We live in a digital and global interconnected world, any oversight can have far-reaching consequences.
The climate crisis may appear to some as a sweeping blanket issue. But as a matter of fact, it affects every territory and community differently. Sustainability advocates and tourism marketers alike are advised to scrutinize their own work before putting it out to the public.
For instance, the launch of the Philippines’ latest tourism campaign video drew criticism for showing footage of Brazil, Indonesia, Switzerland, and the United Arab Emirates. It forced an immediate withdrawal of the campaign.
Quick Response is Crucial
How Warner Bros and Mattel reacted to the controversy serves as an important lesson. When a crisis hits, prompt and transparent communication is key to managing the situation. Brands must strive to establish a crisis management plan that includes a swift response strategy to maintain their reputation and the trust of their audience.
Stay Above Political Frays
Barbie found itself at the center of geopolitical conflict despite its apolitical intentions. Hospitality and travel professionals must navigate the complex political landscape with sensitivity, ensuring their messaging respects all cultural and political perspectives.
Know Your Audience Inside out
The disappointment of Vietnamese Barbie enthusiasts underlines the importance of understanding your audience. Tailoring your campaigns to respect and honor the cultural, political, and social norms of your target demographic can help prevent missteps and enhance audience reception. Balance global appeal with local sensitivities.
Embrace Flexibility in Marketing
The ability to adapt swiftly to unexpected changes is vital in marketing. Just as Mattel and Warner Bros had to adjust their strategy following the controversy, hospitality and travel brands should be prepared to pivot their marketing approach when faced with unforeseen circumstances.
A tourism video meant to promote the Philippines included a clip of a person driving in the sand dunes of Dubai and rice terraces of Indonesia.
Lesson 3: Verbal and Visual Branding are Equally Important
Many people associate Barbie with the iconic pastel pink, nostalgic elements, and whimsical and playful vibes, which collectively is known as Barbiecore, an aesthetic trend taking over fashion, home interior, and social media by storm leading up to the movie premiere.
It is worth highlighting that this also marked the debut of Barbie in a live-action movie. Verbal language and communication played a pivotal role in portraying the characters and the cinematic universe enveloping Barbie.
The film’s production team strategically released teasers and video clips that would quickly turn into viral memes centered around humor. Catchphrases related to ‘Kenergy’ such as “I am Kenough’ effortlessly slipped off people's tongues, further fueling the anticipation.
At CinemaCon 2023, the promotion tagline “If you love Barbie, if you hate Barbie, this movie is for you” quickly caught on with the moviegoers as it aimed at appealing to everyone.
In an interview with Variety, Warner Bros. president of global marketing Josh Goldstine explains, “An iconic brand like Barbie had quite a history and there are people who felt like Barbie wasn’t for them. This was a movie that understood and acknowledged all segments of moviegoers.”
“Love” and “hate” may represent two opposite spectrums of human emotions. However, by casting a wide net of feelings, the movie would allow “the tent of people to experience this movie and to realize that it understood the journey that Barbie has been on for the last 45 to 50 years.”
Traditional cheongsam painted in pink (centered) has seen a rising demand in China around the movie release. Photo: Xiaohongshu screenshot.
Leverage the Power of Emotion with Words
Using strong emotions, such as "love" and "hate" in the Barbie movie campaign, allowed the brand to tap into a wide range of emotional responses. Brands should understand and recognize the campaigns capable of eliciting strong feelings are poised for heightened engagement and resonance.
Tap into the Human Desire for Validation
Marketers can effectively harness the innate human desire for reassurance by infusing their brand campaigns with relatability and trust-building elements. Achieving this involves setting the stage for sharing genuine human experiences via user-generated content and testimonials that provide social proof.
Lesson 4: Extensive Brand Partnerships Help an Icon Expand Her Appeal
If we had to choose one crucial lesson to highlight from the phenomenon of Barbiemania, it would undoubtedly be the mastery of strategic brand partnerships. For us, it stands head and shoulders above the rest.
The Barbie movie set a remarkable precedent by forging over 100 partnerships spanning sectors beyond fashion – from swimsuits, luggage, hoodies, and home furniture, to water bottles and even bespoke burgers with pink sauces via Burger King. This orchestrated collaboration with various brands magnified the film's core message, surpassing mere surface-level allure.
At the same time, many brands independently and willingly embraced Barbie's color palette. The fashion industry from high-end to affordable brands seized the moment, recognizing the film's cultural integration as more than just marketing, but a movement.
In marketing, the norm is to align with those mirroring your values. However, Barbie defies convention, advocating for a comprehensive narrative.
The notable partnership with Airbnb to transform an expansive mansion located in Malibu into a contemporary Malibu Dreamhouse set the stage for what would be expected of the movie, driving further excitement for its release.
Barbie’s Malibu DreamHouse came back on Airbnb – but this time, Ken’s hosting. By furnishing the Dreamhouse with men’s clothes and gadgets, the movie appeals to men, who are not the typical Barbie fans. Photo by: Airbnb
Takeaways
Break Convention for a Broader Narrative
Don’t limit your partnerships to brands within your sector. Embrace a wider narrative by teaming up with diverse brands, just as Barbie did by reaching out to sectors beyond fashion. This approach allows for more innovative and engaging storytelling around your brand.
Shinta Mani Wild, a luxury tented camp in Cambodia, partnered with Wildlife Alliance to promote eco-tourism and conservation, a narrative far beyond traditional luxury hospitality.
Transform Partnerships into Movements
Barbie’s collaborations were more than just marketing; they were a movement. Similarly, your brand partnerships should communicate a strong sustainability message, creating a shift towards eco-conscious travel.
Anantara's Golden Triangle Asian Elephant Foundation collaborates with communities around the world to strengthen its dedication to environmental, social, and cultural preservation.
Lesson 5: Nearly Every Mechanism Leads to an Interaction
The Barbie’s marketing team strategically planted hints and nudges for actions at pivotal junctures throughout the campaign by masterfully deploying techniques like representation, relatability, and relevance to spark a sense of belonging and validation.
The studio strategically used Barbie teasers and trailers to showcase the movie’s sense of humor and celebrate its diverse cast, conveying an inclusive and modern aura. This well-calculated tactic grabbed the attention of a wide-ranging viewers including those disinterested and drew them to watch the movie.
Two leading Kens facing each other. Photo by: Warner Bros.
Moreover, interactive elements and gamification techniques were seamlessly woven in to stimulate participation and sustain interest. While Warner Bros introduced the original AI-powered Barbie (or Ken) selfie generator, several similar AI-powered Barbie selfie generators popped up. These user-generated selfies and memes exponentially mushroomed and flooded key social media platforms such as Instagram, TikTok, and Snapchat.
The AI-powered Barbie selfie generator attracted postings of celebrities and social media users worldwide.
Takeaways
Build a community to exchange ideas and mobilize actions.
Sustainable tourism can adopt this strategy by creating platforms for tourists to share their experiences, ideas, and stories. This could be through social media, blogs, or forums. Encouraging tourists to share their own sustainable travel stories can create a sense of community, foster engagement, and attract like-minded individuals. It also provides a platform for direct feedback and dialogue, creating opportunities for continuous improvement and innovation.
Capitalize AI to personalize the guest experience.
AI offers the travel industry a multitude of possibilities. It elevates the customer experience by automating services like chatbots. But it doesn't stop there. It goes above and beyond by offering personalized recommendations for accommodations and activities, drawing insights from customers' past purchases, reviews, and behavior patterns.
We featured examples of Soneva and Ascott’s AI integration in a recent article.
TL; DR
Lesson 1: The Storyteller is as Important as the Story
Sustainability marketing can similarly draw relatable stories by tapping into common human values like health and love. Overly technical or scientific language, while well-intentioned, can inadvertently produce a reverse effect, failing to engage audiences.
The most effective climate storyteller may not fit the conventional mold. Whoever tells the story plays an important role in engaging the audience to action.
Lesson 2: Imperfections are Inevitable in Every Campaign
The climate crisis affects different regions uniquely, so sustainability campaigns should be mindful of local contexts. Quick and transparent responses are crucial during crises, and avoiding political entanglements helps maintain brand integrity.
Lesson 3: Verbal and Visual Branding are Equally Important
Sustainable travel brands can tap into human desires to seek validation and evoke emotional responses to boost engagement and action.
Lesson 4: Extensive Brand Partnerships Help an Icon Expand Her Appeal
Sustainability campaigns can learn to embrace unconventional partnerships and craft a broader narrative for increased impact.
Lesson 5: Nearly Every Mechanism Leads to an Interaction
Humor, inclusivity, and interactive elements engaged a wide audience, fostering participation and generating user-generated content. Sustainable tourism can adopt these strategies, building communities to share experiences and leveraging AI for personalized guest interactions.
