Written by: Alexis Andreasik – Head of Strategy at IZEA
The buzz surrounding the 2023 “Barbie” movie was unstoppable, but record-breaking ticket sales didn’t happen by chance. Warner Bros. turned to IZEA to craft a campaign that would amplify Barbie’s global cultural significance while spotlighting the brand’s core values of inclusivity and diversity.
Creating a pop culture phenomenon
Our goal wasn’t just to fuel excitement for the movie; we wanted audiences to see themselves reflected in the story and become part of a larger cultural moment. To achieve that, we partnered with 122 diverse influencers, representing different lifestyles, cultures, and communities from around the world, to showcase Barbie’s universal appeal.
The campaign, which ran for four months, centered on the themes of empowerment and embracing individuality. We crafted content with local relevance by focusing on key markets in the U.S., Europe, Latin America, and the Asia-Pacific region. International creators, fluent in multiple languages, delivered messaging that resonated with their specific audiences. Influencers like Patrick Starr, Alix Earle, and Chris Olsen captured viral moments from the pink carpet premiere, while others explored the immersive World of Barbie, taking their followers behind the scenes. LGBTQ+ creators took the message of inclusivity a step further, riding the Barbie float in the West Hollywood Pride Parade, cementing Barbie’s place as an icon of empowerment.
By combining live experiences, short-form content, creative storytelling, and trend-driven engagement, the campaign hit its targets, expanding reach and driving authentic engagement across borders.
The results? With 507 pieces of content, the campaign reached 1.3 billion people and generated 145 million views—four times more than projected.
Key drivers of success
Several strategic elements were critical to the campaign’s standout performance:
Strategic influencer selection:
Enlisting 122 influencers from diverse backgrounds, cultures, and niches allowed the campaign to reflect Barbie’s values of diversity and inclusivity. Audiences connected more deeply because they saw themselves represented. Tapping into international creators expanded the campaign’s global footprint, with localized content resonating across different regions and cultures.
Immersive, genuine content:
Offering behind-the-scenes access and live event participation created real and engaging content. The immersive experiences—whether attending the pink carpet premiere or riding in the Pride Parade—sparked excitement and built emotional connections with audiences, making the content highly shareable.
Brand alignment:
The themes of empowerment and celebrating individuality aligned seamlessly with Barbie’s updated brand identity. The campaign stayed relevant and relatable by tapping into viral moments and pop culture trends while reinforcing Barbie’s messaging.
About the Author: Alexis Andreasik
With a wealth of experience from prestigious agencies and renowned brands, Alexis Andreasik leads IZEA’s strategy team with a visionary approach. Her deep understanding of client needs drives innovative strategies that deliver tangible value, ensuring IZEA remains a trailblazer in the dynamic influencer marketing landscape.
