So far I’ve read about 100s of breakdowns of barbie movie’s marketing genius. I don’t believe it is a genius, instead this is a rare case of reverse marketing funnel. The funnel of future!

 

1/ Experience first, Product second.

 

Generally movies are built on product-first strategy where the users experience it and then buy into merchandises, Games & much more. The history of Barbie & existing products around barbie like dolls & dresses make this movie rely on experience-first strategy where consumer is living in the barbie world. With all the elements around it.

 

Freemium Plans on SAAS is an experience strategy. A McKinsey Newsletter for a new startup is an experience strategy. This isn’t a marketing genius.

 

With too many options in the consumer market. The more easier you make it for people to experience what you have, the more easier you gain a buyer.

 

2/ OOH’s reliance on Social Sharing

 

I previously shared a research from Insider Intelligence on how TikTok & Instagram users encounter OOH Ads shared by organic users. Same is with Barbie, OOH Ads are getting heavily shared because consumers feel different about OOH. Why is that? The change in consumer behaviour & the need to seek constant validation.

 

Consumers are getting more and more addicted to seek validation to like or buy stuff. In real-life, presence of no-one makes the trust their own ideas and share OOH Ads without Validation.

 

This isn’t limited to OOH, Edelman’s research also shows how consumers are buying offline first & then joining brand social accounts & seeking validation. Meaning you have to reach consumer on a level where it becomes 1:1 and doesn’t require huge validation numbers.

 

That’s all from Me. What are your thoughts on Barbie?