Today, the success of Barbie (2023), even after nearly a year since its release, is incomparable. How did it become such a cultural phenomenon? Its success might be owed to its marketing strategies (Havrylenko, 2023). While the Barbie brand has been around for years, the Barbie movie (2023) engendered a resurgence of interest in the iconic character, notably during its promotional phase. The first strategy used was the audience engagement (Havrylenko, 2023). People working on the movie and its promotion recognized that the audience for the movie was going to be considerable, as fans of the Barbie brand were now adults that grew up playing with the dolls. This approach, characterized by author Havrylenko (2023) by « nostalgia-driver marketing », capitalized on the memories that today's adults associate with the Barbie brand.
Furthermore, the other marketing strategies, evoked by Havrylenko (2023), are the collaborations with popular brands, the involvement of acclaimed lead actress Margot Robbie in the marketing and the strategic juxtaposition with another cinematic project, Oppenheimer (2023). All of these strategies served to enhance the visibility of the project and made it a discernible and memorable cinematic production.
Moreover, the power of internet culture significantly contributed to the film’s marketing (Bullock, 2023). Platforms like TikTok and the virality of memes were used to create a campaign that made a relatable and accessible narrative that resonated with all kinds of audiences, augmenting the film’s impact.
A year later, the Barbie movie (2023) and its cast continue to garner recognition through nominations and award ceremonies, maintaining a presence in the public eye. For example, Ryan Gosling had a whole feature during the Oscars, where he performed his acclaimed song « I’m Just Ken ». He was nominated for Best Song at the Academy Awards, as well as for Best Supporting Actor. Such acknowledgment set Barbie (2023) apart from other cinematic productions, showing its impact on the cultural landscape even after its initial release. Evidently, the film has marked out society as a whole, whether you are a fan of Barbie or not.