The marketing surrounding the release of ‘Barbie’, the most anticipated feature of 2023, simply broke the internet. Timelens, ecosystem business consultancy FutureBrand, analyzed the digital repercussion of the campaigns in Brazil and saw the success of the film up close. In the first two weeks of July alone, the term “Barbie” was in almost 4 million searches!
With the film, which became the 2nd biggest premiere in the history of Brazil, grossing more than R$ 23 million on its first day of exhibition, Mattel raises alternatives to bring differentiation and relevance to a traditional brand, exploring multiple formats and occupying the consumer’s mind in absolutely everything.
In Brazil, in the first two weeks of July alone, interest in “Barbie” grew by 208%, totaling 3,874,295 searches on Google. In the same period, the term was mentioned 342,810 times on social media. On Google Shopping, searches around here grew 209% in the last month alone.
What are people talking about on social media?
Most of the comments about ‘Barbie’ are positive. Those who have watched the film say that the plot presents a great and significant social criticism, but in a light and humorous way. Negative comments are at 34%, with people claiming to be “tired” of hearing about the film and even the age rating, since the feature is not suitable for children under 12 (which surprised many people).
The subjects that stand out the most around the doll are publicity and expectations for the release of the film. The curiosities surrounding the cast and fashion, with pink dominating the streets and, mainly, Brazilian cinemas, also appear at the top of the list. ranking.
Barbie x Oppenheimer
The feature ‘Barbie’ was quoted 12 times more than ‘Oppenheimer’, released on the same day, but with a completely opposite theme. According to Forbes, the same-day premiere was deliberate, to generate “buzz”.
In general, the public is more focused on the pink universe, and few comments are seen about the suspense/drama film. On social networks, there is speculation that the film would not even be known if it were not for the release of ‘Barbie’.
Real Astronaut Barbie!
Even NASA got in on the action! The United States International Space Agency made a publication on its Instagram this Sunday (23) with two dolls, one white and one black, to celebrate the launch of Astronaut Barbie in 1965.
But beyond that publication, Barbie has actually gone to space. On April 14, 2022, Mattel announced that, after 57 years of creating the first Astronaut Barbie, the doll finally traveled to carry out the DreamStar Mission.
Sending two dolls to orbit the Earth, the project was developed to motivate girls to pursue a career in the area, presenting dozens of possible professions in the fields of aerospace and science, technology, engineering and mathematics.
Stay tuned to Adnews on Instagram, LinkedIn and Threads! For us, leaving the obvious is as obvious as creating and transforming.
The post ‘Barbie’ marketing breaks internet and takes dolls to space appeared first on ADNEWS.
