We were tasked with the exciting challenge of creating an influencer marketing campaign for the Warner Bros. film “Barbie.” The objective was not only to generate buzz and boost ticket sales, but also to get audiences to see themselves within the story and to become a part of this monumental moment in pop culture history. We aimed to create a sense of belonging and representation, echoing the film’s theme of individuality and diversity. To achieve this, we engaged a variety of influencers from different backgrounds, cultures, and lifestyles, amplifying the campaign’s reach on social media. From the trailer release to the world premiere, we aimed to create engaging content and immersive experiences for our influencers, building anticipation and excitement and ensuring their followers felt seen, represented, and celebrated.

Our creative idea was “Embrace Your Inner Barbie,” a multi-faceted campaign that unfolded over four months. We engaged over 100 diverse influencers to generate excitement for the film while inspiring their followers to celebrate alongside them. More than just promoting the film, our creators were instrumental in opening the doors of Barbie's Dreamhouse to everyone, engaging millions in a vibrant celebration of self-love and inclusivity. The campaign focused on elevating Barbie’s significance as an emblem of empowerment, amplifying a movement that champions diversity and individuality. This idea aimed to resonate with people from all walks of life, encouraging them to embrace their inner Barbie, to see themselves within the story, and to celebrate the beauty of being uniquely themselves. The campaign was a message to the world that Barbie is and always will be, for everyone.

Our strategy began with a comprehensive analysis of Barbie's global appeal, leading us to concentrate on key markets including the United States, Europe, Latin America, and the Asia-Pacific region. Through extensive research, we pinpointed a diverse group of influencers whose demographics and reach matched our target regions. Collaborating with 122 influencers, including prominent figures like Alix Earle and Patrick Starr, ensured broad and impactful social media coverage. We also utilized the multilingual skills of international creators to tailor content for local resonance, enhancing engagement. Moreover, we integrated unique, immersive live experiences to captivate audiences. The campaign was crafted to align with the dynamics of TikTok and Instagram, with an emphasis on short-form, engaging content, generating excitement through trend participation and creative storytelling. This tailored approach maximized our effectiveness on social platforms, optimized our reach across targeted demographics, and drove substantial engagement throughout the campaign.

Our campaign mobilized 122 diverse creators with a collective following of over 528 million across TikTok and Instagram. We meticulously synchronized influencer collaborations with key promotion milestones from the trailer release to the world premiere, generating a total of 507 pieces of influencer-created content. We incorporated engaging in-person experiences including the immersive World of Barbie, the vibrant Barbie float at the West Hollywood Pride Parade, and exclusive invites to the Barbie World Premiere, offering photo opportunities, a stroll down the star-studded pink carpet, and attendance to the Barbie premiere after-party. Our creators didn’t just have an invite to Barbieland; they brought it to life for millions. These experiences generated captivating content, fueling anticipation for the film among their followers. Our placement of content across social media ensured maximum visibility and reach, resulting in a pervasive presence of Barbie-related content on user feeds leading up to the film's release.

Our Barbie campaign delivered exceptional results, showcasing its profound impact on both audience engagement and box office success. With 507 influencer-generated content pieces and a reach of 1.3 billion, the campaign resonated widely, amassing over 145 million views - more than quadrupling our intended business target. The anticipation for the film was palpable, and it shattered box office records with a $162 million debut and earning over $1.4 billion worldwide. Beyond its measurable impact, the campaign elevated Barbie's position as a cultural icon, underscored by its commitment to inclusivity and diversity and resulted in millions of people around the world feeling represented and celebrated in this significant cultural moment. By surpassing business targets and fostering substantial buzz, the campaign exemplified the transformative potential of influencer marketing, transcending mere promotional efforts to drive tangible brand success and leave a lasting cultural imprint.