{"id":6154,"date":"2024-01-16T01:50:39","date_gmt":"2024-01-16T06:50:39","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/01\/16\/the-pr-power-of-barbie\/"},"modified":"2024-01-08T15:52:39","modified_gmt":"2024-01-08T20:52:39","slug":"the-pr-power-of-barbie","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-pr-power-of-barbie\/6154\/","title":{"rendered":"The PR Power of \u2018Barbie\u2019"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Danielle Gober, Account Strategist \u2014 <\/em><a href=\"https:\/\/otterpr.com\/\"><em>Otter PR<\/em><\/a><em>\u00a0 <\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Barbie captured the world&#8217;s attention, and her public relations triumph is still going strong. She garnered a full slate of <a href=\"https:\/\/margot-robbie.com\/category\/movie-productions\/barbie\/\">public appearances<\/a>, a hit <a href=\"https:\/\/www.capitalfm.com\/news\/tv-film\/barbie-movie-soundtrack-2023\/\">music album<\/a>, a third-quarter <a href=\"https:\/\/www.cnbc.com\/2023\/10\/25\/mattel-mat-q3-earnings-barbie-sales-surge.html\">sales boost of 16 percent<\/a> for Mattel, and a billion-dollar box office hit that became Warner Brothers&#8217; <a href=\"https:\/\/people.com\/barbie-becomes-warner-bros-biggest-movie-ever-at-global-box-office-7853071\">highest-earning theatrical release<\/a> of all time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As a PR specialist and devoted Barbie fan, I can\u2019t help touting the takeaways from this public relations powerhouse. We know PR is all about finding a brand\u2019s story, message, and audience, but it\u2019s always a thrill to see it in action.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Barbie&rsquo;s PR power rests on her authentic message<\/h2>\n<p class=\"wp-block-paragraph\">The PR power behind the \u201cBarbie\u201d film is epic. Visibly noticeable as it turned the tide of fashion, the Barbie craze is truly a revolution!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The PR success of \u201cBarbie\u201d is grounded in a compelling story and an authentic message, making the movie a PR push for Barbie, rather than just a simple marketing stunt. The first step in understanding the \u201cBarbie\u201d movie\u2019s PR brilliance involves realizing that public relations and marketing are two distinct disciplines.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a nutshell, public relations is the practice of managing how the general public views an organization, person, or product. Marketing\u2019s objective, on the other hand, is to increase brand sales. While the impact of marketing is short-lived, a well-executed PR campaign leaves a lasting impression.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBarbie\u201d had an authentic message for its audience, and as anyone in PR or marketing can tell you, sincerity stands out. When brands are thoughtful and authentic, they impact their audience profoundly. The story told and the message expressed dictate the success of a PR strategy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The \u201cBarbie\u201d movie influenced the media\u2019s trajectory for weeks. It\u2019s hard to recall the last time the nation was collectively so obsessed with seeing a movie. In the wake of the film, branded merch and pitches with slogans such as \u201cThis Barbie is a lawyer\u201d or \u201cHow to know you&#8217;re Kenough\u201d got the media&#8217;s attention \u2014 all of which got (and kept) people talking about it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Barbie&rsquo;s PR power is fueled by a passionate target audience<\/h2>\n<p class=\"wp-block-paragraph\">\u201cBarbie\u201d shows us the incredible impact of public relations in action. The right message to the right audience at the right time explains the film&#8217;s phenomenal success.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Clearly, director Greta Gerwig (who, personally, is my favorite director!) and the whole ensemble knew they were shooting for women and girls. Among the theatergoers who attended Barbie\u2019s movie, <a href=\"https:\/\/www.thewrap.com\/barbie-oppenheimer-barbenheimer-age-gender-demo\/\">66.2 percent were female<\/a>, and 74.6% were under the age of 29. This demographic heard Barbie\u2019s message loud and clear. No one accused the movie of catering, pandering, or patronizing to make a buck.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The genuine female focus was a breath of fresh air. Not enough people tap into female energy. Society at large tends to be male-focused, making things women like or want feel \u201csilly.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBarbie\u201d turned the tables on stereotypical movie tropes. The film portrayed Ken as desperate for Barbie\u2019s attention, while Barbie failed to notice. It showed Ken as wanting more of a voice, while Barbie ignored him.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Even the PR campaign after the movie played into that idea. In one press tour, Ryan Gosling received multiple questions about Margot Robbie&#8217;s fashionable pink wardrobe and simply responded, \u201cI&#8217;m just Ken.\u201d A world was created around the movement, and it crossed over into real life.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Barbie campaign was a launch point for women to feel more open about expressing their likes and interests. For example, some women used to think that the hype around Taylor Swift\u2019s Eras Tour came across as silly or juvenile. Many decided to stop feeling ashamed for being invested in Taylor as a person when Barbie put the spotlight on the validity of women&#8217;s interests.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When PR campaigns feature marginalized groups solely to check a box, they fail to connect with the target audiences and often even hurt the brand\u2019s reputation. Consumers never fail to uncover such deceitful tactics.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">On the other hand, \u201cBarbie\u201d shows us that reaching out to historically underserved and strongly invested groups with a targeted and authentic message can inspire a flood of gratitude and devotion. As the movie recognized and promoted underrepresented perspectives, it strengthened relationships and created new opportunities for brand growth.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">PR encompasses far more than talking to the media and distributing press releases. Barbie delivers consistent authenticity throughout her messaging and even her pink wardrobe. She harnesses the power of PR, and now everyone is talking.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The PR power behind the \u201cBarbie\u201d film is epic. Visibly noticeable as it turned the tide of fashion, the Barbie craze is truly a revolution!<\/p>\n","protected":false},"author":7,"featured_media":6155,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-6154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The PR Power of \u2018Barbie\u2019 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-pr-power-of-barbie\/6154\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The PR Power of \u2018Barbie\u2019\" \/>\n<meta property=\"og:description\" content=\"The PR power behind the \u201cBarbie\u201d film is epic. 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