Strategy + Positioning

Barbie Case Study

Welcome to her world
Barbie, some love her, some don’t but everyone knows who she is. Embracing Greta Gerwig’s mantra, we worked closely with Warner Bros.' marketing team and filmmakers to craft the architecture for the movie’s campaign. We gave fans a glimpse into Barbie’s world, keeping it surprising yet accessible while treating Barbie as the superstar brand she’s always been.

Positioning

It's all about the B
Even before you see her, you know her. In the early stages of production, we helped develop a campaign cadence that encompasses the entire Barbie world, down to the ‘B’. Building a world solely within the ‘B’, we knew it had to be everywhere. It also had to be everything because, well, she’s everything.

Campaign Positions

She's what everyone's talking about
Barbie’s positioning needed to hold the anticipation while keeping Barbie as a superhero. Our positioning statements left the audience wanting more while framing Barbie to be even more iconic than ever before.

Campaign Cadence

A record-breaking rollout
Crafting the campaign’s cadence, we journeyed through a roadmap of ideas. Building the anticipation of experiencing the Barbie Dreamland in theaters, we suggested various key art concepts and brand partnerships.

Experiential & Activations

She’ll keep you on your toes
We developed several experiential and sponsored campaigns that embraced the many tones of the movie to real life. From Pride floats to Barbie boxes, we brought the joy of the movie ahead of its release.