June 30, 2023

We’re All Barbie Girls In A Barbie World

Frankie Pike

The Barbie movie’s marketing team is quite literally painting the world pink.

The film, directed by Greta Gerwig and starring Margot Robbie (Barbie) and Ryan Gosling (Ken), is set to hit theaters July 21. Though there have been numerous animated Barbie movies, this will be the first ever live-action rendition.

To promote the film, Barbie has launched brand collaborations with Impala (rollerblades), Béis (suitcases), Aldo (shoes and accessories), Ruggable (rugs), Moon (toothbrushes), Gap (clothing), Target (clothing), Xbox (controller storage), Hot Wheels (miniature cars), Homesick (candles), Pinkberry (frozen yogurt), Show Me Your Mumu (swimsuits), Forever 21 (clothing), OPI (nail polish), Canada Pooch (dog clothing), ColdStone (ice cream), FUNBOY (inflatable pool floats), and NYX (makeup).

Barbie is everywhere.

They even built a real-life Barbie DreamHouse in Malibu that you can book via Airbnb.

The Guardian wrote that “the Barbie movie campaign has been a masterclass in marketing, creating an instant modern icon from one that was six-decades-old.”

Theaters are already selling out of tickets, and the film has contributed to a worldwide shortage of pink paint.

Reddit Blackouts Hurt Google

In mid-June, thousands of Reddit forums went dark in protest of the platform beginning to charge developers thousands of dollars per API.

“Unlike Facebook, Twitter, and Alphabet’s YouTube, Reddit counts on independent developers, rather than employees, to provide essential services that make the platform operable for moderators and users,” according to one of the moderators of the Reddit community r/Gaming, which has 37 million members.

Many Google users add “Reddit” to the end of their search queries to find helpful information. The Reddit blackouts mean many Google users cannot get the results they want.

Google executives launched a new feature called Perspectives this week to help. Perspectives is designed to search for answers from people on forums and social media sites using AI.

Other news

  • Snap released a report detailing what Gen Z wants from brands. Unsurprisingly, one thing Gen Z cares about is your brand purpose.
  • TikTok may be launching its own e-commerce store in the U.S. soon.
  • According to Meta (so take this with a grain of salt), Meta’s instant form lead ads generate 85 percent more leads than ads that lead to a website form.
  • ICYMI: Universal Analytics shuts down Saturday in favor of Google Analytics 4. Here’s what to expect.
  • Within GA4, Google will now allow you to export users and device IDs.

That’s all for this week’s Marketing Roundup. Check back in next Friday for more news. And subscribe to our newsletter below for additional updates.