Barbie: A Brand and Marketing Masterclass for Startups & Scale-ups
My recent visit to the Barbie Exhibition at the Design Museum in Kensington got me thinking about Barbie's evolution from a simple doll to a global brand. This evolution is a testament to the power of adaptability and consumer-centric marketing. Barbie's journey highlights crucial lessons for startups and scale-ups eager to carve out their own niche in a competitive marketplace. Here goes:
1/ Get Clear on and Re-visit Your Brand Strategy
In her early days, Barbie was often portrayed as a stereotypical housewife, primarily focused on fashion and beauty. However, as societal norms shifted, Mattel consciously tried to reposition Barbie as a symbol of independence and ambition. This evolution allowed Barbie to become more than just a doll; she became a representation of empowerment and breaking stereotypes.
Since her introduction in 1959, Barbie has undergone a remarkable transformation, mirroring society's changing values and expectations. This iconic doll has evolved from a simple plaything to a global brand that reflects real-world consumer culture.
As a startup or a scale-up, there is a simple but hugely powerful lesson here - get clear on your brand, just like Barbie, to stand out in a crowded marketplace. The Barbie ‘brand’ is more than a globally recognisable pink Pantone colour and a logo. A lot is going on behind that suite of design assets, it requires being clear on your positioning: who you are as a business, why you exist and what your values are, and all of this needs to be figured out way ahead of the design work, through the brand strategy. So, if you’re a Founder, CEO or Director, my advice would be to allocate time and effort to carving out a clear brand strategy and continue to revisit it over time – it will serve you well as your business grows.
A well-defined brand communicates core values, resonates with target audiences, and fosters loyalty. By articulating a strong brand narrative, companies can effectively adapt to market changes and consumer preferences, ensuring relevance and connection. The clarity in branding guides marketing efforts, cultivates trust and recognition, and empowers businesses to inspire and engage their communities over the long term.
2/ Stay in Tune with the World Around You
The brand's evolution is reflected in its product lines, such as the 'Barbie Fashionistas' collection, which features dolls with different body types, skin tones, and hairstyles.
Mattel has also introduced dolls representing real-life role models, like Frida Kahlo and Amelia Earhart, looking to further emphasise Barbie's role as an inspirational figure. However, getting this right is super important and Barbie missed the mark here, getting into hot water with its Frida Kahlo doll which ended in a law suit, banning the Frida Kahlo Barbie doll sales in Mexico.
Mattel's commitment to inclusivity goes beyond just physical appearances. The brand has also focused on representing various abilities and cultures. For instance, Mattel recently introduced a Barbie doll with Down syndrome, working closely with the National Down Syndrome Society to ensure accurate representation. This initiative has been widely praised for its positive impact on children's self-esteem and body image.
Barbie's empowerment message has also been reinforced through her numerous careers and roles. From astronaut and doctor to athlete and businesswoman, Barbie has consistently promoted the idea that girls can be anything they want to be. This approach has encouraged young minds to dream big and pursue their ambitions without limitation.
Barbie's brand positioning has also evolved to align with changing consumer values. The brand has taken steps to address real-world issues, using its platform to create awareness and foster understanding. Campaigns have focused on social issues such as bullying, environmental conservation, and empowering girls in education and leadership roles.
Barbie remains relevant by seeking to continuously adapt to societal norms and consumer preferences. As a startup or scale-up, you can benefit from being agile and responsive to market shifts, ensuring your product or service meets evolving consumer demands.
3/ Leverage Social Media and building a community
By harnessing the power of social media and strategic partnerships, Barbie has effectively engaged her audience. With limited budgets and the need to drive awareness both startups and scale-ups can implement these ideas to explore innovative channels and collaborations to amplify their reach and build a community around their brand.
Mattel has mastered the art of creating content that resonates with its audience across various social media platforms. The Barbie team has developed interactive experiences that invite participation and spark creativity. I experienced this for myself, becoming a Barbie in a box, once in Tokyo and another time in Vegas - it was pretty fun.
One standout example is the 'Barbie Selfie Generator', an AI-powered web tool that transforms users' photos into Barbie movie posters. This innovative approach allows fans to see themselves as part of the Barbie world, creating a personal connection to the brand.
The Barbie team has also created immersive experiences alongside fans on platforms like Instagram and TikTok. Challenges such as the #BarbieChallenge have encouraged participation and creativity, further strengthening the connection between the brand and its followers. This approach underscores the importance of meeting your audience on their preferred platforms and becoming an integral part of their digital journey.
The marketing team has also leveraged user-generated content (UGC) to keep Barbie at the forefront of social media conversations. By encouraging fans to create and share their own Barbie-inspired content, the brand has effectively turned its paid media into earned media. This strategy has proven highly effective, with studies showing that consumers perceive UGC as 2.4 times more authentic than branded content.
4/ Listen to Your Audience
The heart of Barbie's success lies in the company's ability to listen to and learn from their consumers. As a startup or scale-up, it’s crucial that you prioritise customer feedback to iterate and improve your products, services and customer experience.
To ensure that Barbie remains relevant and appealing to its audience, Mattel engages in constant dialogue with consumers. The company actively seeks feedback from fans worldwide about what they're looking for and responding to, using this input to plan accordingly.
By taking a page from Barbie's marketing playbook, you can navigate the complexities of modern consumer culture and thrive in an ever-changing marketplace.
Barbie has focused on creating a strong sense of community among its fans through various digital platforms. The brand has established fan clubs, forums, and social media groups where Barbie enthusiasts can connect and share their love for the brand. This community-building effort has fostered deeper bonds with the audience, resulting in increased engagement and overall brand loyalty.
5/ Creating Strategic & Creative Partnerships
One of the reasons it is so important to get your brand strategy right is it carves out a strategic path for who, when and how you might form brand partnerships, whether that’s with influencers or companies.
Influencer marketing has played a crucial role in Barbie's digital strategy. By collaborating with influencers who align with the brand's values and principles, Barbie has established genuine partnerships that resonate deeply with followers. These collaborations span various industries, from makeup artists to fashion stylists, each bringing a unique perspective to the conversation.
The power of these partnerships lies in their ability to amplify the brand's message with genuine enthusiasm. Influencers who are truly passionate about Barbie and its underlying themes can effectively transmit that excitement to their followers, creating a ripple effect that extends far beyond the initial partnership.
Partnering with Fashion Brands
Mattel has strategically aligned Barbie with numerous fashion brands, creating limited-edition collections that appeal to both children and adults. These collaborations have greatly maximised exposure for the Barbie brand while allowing fashion houses to tap into the nostalgia and playfulness associated with the iconic doll.
For instance, Balmain rolled out a Balmain x Barbie clothing collection, bringing high fashion to the world of toys. This partnership allowed Barbie to showcase its brand identity in a new, sophisticated light.
Similarly, Aldo Shoes and Forever 21 have collaborated with Barbie, expanding the brand's visibility in the fashion world and appealing to a broader demographic.
Celebrity Endorsements & Hollywood movies
Barbie's marketing campaign strategy has effectively leveraged celebrity endorsements to enhance its appeal and relevance. The brand has created dolls modelled after various celebrities and influential figures, aligning itself with their values and fan bases.
For example, ahead of the 2023 holiday season, Mattel released a Mariah Carey Barbie doll, capitalising on the singer's status as the 'Queen of Christmas'. This collaboration not only honoured Carey's iconic status but also tapped into the holiday market, showcasing Barbie's versatility as a brand.
Other notable celebrity collaborations include dolls inspired by Olympic gymnast Simone Biles, director Ava DuVernay, and model Ashley Graham. These partnerships have allowed Barbie to celebrate diversity and achievement, reinforcing its brand identity as an empowering and inclusive toy.
The Barbie movie has further amplified fashion partnerships. As Margot Robbie, the film's star, explores the world, she is adorned in exquisite ensembles from leading fashion brands such as Chanel and Moschino. This integration of high fashion into the Barbie narrative has strengthened the brand's positioning as a fashion icon.
The release of the Barbie movie has provided an unprecedented opportunity for cross-promotions and merchandise tie-ins. Mattel has granted various licences for brands to release limited-edition Barbie merchandise and experiences, creating a multi-platform approach to engage with its audience.
For instance, Microsoft's Xbox created a pink Barbie console series, appealing to gamers and Barbie enthusiasts alike.
Airbnb offered the magnificent 'Barbie Malibu Dreamhouse' available for rent in Malibu, California, bringing the Barbie experience to life in a tangible way.
Conclusion
Barbie has evolved from a simple doll to a global brand. Barbie's brand and marketing strategy has proven to be a powerful force in shaping and reflecting real-world consumer culture.
The key step to achieving this is laying the foundations through a solid brand strategy. As a startup or scale-up, the good news is you don’t need to spend crazy amounts of money to get to one, but you do need to be willing to take the time to answer some simple questions and give honest answers.
Book a brand workshop with me to ensure you have a strong brand strategy to drive growth.