In other words, while brands want to do marketing only on social media or through SEO, they forget that the real business is selling to their fans: the brand's boutique products, sexperiences, events, limited editions, and, fundamentally, the cross. For example, if your brand produces candies, the real business is having that candy in an amusement park, a club, or a game, and creating content that sells the brand's cross-association with characters, etc. Not to mention if there's a cross-promotion with an influencer, celebrity, team, etc., because that's simply what holds differential value.
The success case that we all need to learn or relearn is Mattel, who will tire of selling millions of products and experiences simply by understanding that a real (fictionalized) content sells more than any lead or traffic campaign. Creating value means creating offline value that can then be amplified to the online world.
Barbie is perhaps the most emblematic case where a color, texture, toy, or name that comes to life through storytelling creates a world, a universe. A brand is just that: a capricious and particular vision of the world amplified with coherence. A movie for Marketing Managers and, above all, for accountants and financiers to understand everything.
We anticipated it a year ago on InfoNegocios Miami:
Now, understanding that no matter what business you have, your business is about creating real and creative things related to your product's world, and not just doing your product well, you can embark on an immersive journey that combines the fascinating world of cinema with the captivating realm of marketing. Barbie is a lesson in selling products with much more "value and appeal" than the original product, especially when brought to life.
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If you are the CEO of a company, you have to watch this movie and make an analogy with your brand, even if you sell bearings. It's clear that you will say, "It's easy for Mattel because they are a toy company." The truth is, whether you have a motorcycle or car parts company, an ice cream brand, a construction company, a veterinary clinic, a café, you can create "your world" that will sell and be much more profitable than if you are just linear or transactional.
Besides, it will encourage you to communicate differently, even if your business is in the tech, B2B world. Ultimately, people, not just girls, simply want to have fun, as the song goes. But the wisdom, reality, and consistency of that multi-experiential happiness you provide make the difference. That's what human beings call brand value.
Barbie will now sell and communicate in every imaginable way thanks to her bravery and crossing. Many lessons on the screen that we forget when we are literal and "efficient."
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Movies like "The Founder," which delves into the fascinating story of McDonald's, or the impressive "Ford v Ferrari" (also known as "Duel of Brothers"), which showcases the intense rivalry between the Dassler brothers and the battle between Puma and Adidas, and "Emily in Paris" are just a few examples of cinematic masterpieces that every marketing professional should watch multiple times a year. Analyze each scene, take notes, and discover the hidden marketing genius within them.
But beyond these renowned movies, Barbie promises to revolutionize the world of marketing and branding. Ever since it was announced in late 2018 that acclaimed actress Margot Robbie was in talks to star in the upcoming Barbie movie, the anticipation has reached unprecedented levels. A film centered around the iconic doll, representing Mattel's monumental success, has generated immense interest. Warner Bros. will bring Barbie to life, and it is predicted to become one of the greatest triumphs in merchandising, rivaling even the colossal success of the Star Wars franchise.
Mark your calendars for the grand premiere in July next year, following the global fervor of the World Cup. Prepare yourself as the toy industry fills with teasers and advancements, setting the stage for one of the most impactful brand content in the history of cinema. Get ready to be captivated by a stellar cast, a wide range of additional toys, fashion lines for adults, clothing, perfumes, and a multitude of licensed products. The potential of the movie to generate incremental revenue and sales is unparalleled, positioning it as a unique marketing success story.
Of course, Barbie is not complete without her companion, Ken, portrayed by the talented Ryan Gosling, who will play a crucial role in the narrative. Alongside a set of actors and actresses, they will showcase a dazzling array of shoes, outfits, accessories, and state-of-the-art devices, providing the audience with an unforgettable visual experience. Tell me how much cross-promotion capability your business has, and I'll tell you how much your brand is worth. For example: Barbie-themed bars.
While we eagerly await the arrival of Barbie, we invite you to explore other standout films like "Love in Verona." Discover how product placement seamlessly intertwines with city location, illuminating the strategies employed by successful brands to captivate consumers and encourage them to choose and adopt their products without resorting to forced selling tactics. Barbie (Mattel) will now sell and communicate in every imaginable way thanks to her bravery and crossing.