LOS ANGELES, CALIFORNIA – JULY 09: (L-R) Margot Robbie and Ryan Gosling attend the World Premiere of … [+]
Assume Pink!
Except you’ve been sequestered in a pink dreamhouse below a candy-cotton-colored sky, you’ve heard about Barbie, the blockbuster film starring Margot Robbie as Stereotypical Barbie and Ryan Gosling as her BFF, Ken.
I confess that I wasn’t impressed when curiosity in Barbie started to take off. “How dumb,” I believed, questioning who the producers focused. Absolutely not somebody from my technology; I’m a Gen Xer who grew up within the Seventies when Barbie was nonetheless a teen.
However I couldn’t think about Mattel and Warner Bros have been focusing on kids except the purpose was to revitalize income by encouraging a brand new technology of children to wish to play with Barbie dolls.
As the discharge date approached and my newsfeeds overflowed with Barbie-related articles—many about Barbie and model collaborations—I scratched my head.
The Balmain x Barbie assortment is displayed at Neiman Marcus in Beverly Hills, Calif., on … [+]
Exploring these and lots of different collaborations made me notice that I, too, may glom on to the Barbie craze by writing about it.
There’s a reputation for “glomming on” to a scorching information story—newsjacking, which Robert Rose, head of the Content material Advertising and marketing Institute, says is about infusing your self and your model into news-related content material.
“To make newsjacking work,” he says, “you will need to carry your distinctive angle or perspective in a manner that makes folks wish to discover that angle.”
That’s what I’m doing with this text. I’m newsjacking Barbie by sharing 5 methods your model can do the identical.
1. Envision your ideally suited buyer as a Barbie or Ken
NEW YORK, NY – FEBRUARY 10: A dentist Barbie doll is displayed 10 February in New York in the course of the … [+]
When the film opens, we’re reminded that there are many Barbies and Kens. Wikipedia references more than 200 Barbies and more than 40 Kens.
For example, there’s spy Barbie, dentist Barbie, and information anchor Barbie. There’s additionally sailor Ken, dentist Ken, and firefighter Ken.
To ascertain your ideally suited buyer as a Barbie or Ken, scan the lists of careers and see which Barbie or Ken would possibly match your ideally suited buyer.
I may serve businessman Ken, coach Ken, and physician Ken, particularly in the event that they wish to publish thought-leadership content material. I may additionally work with inside designer Barbie, artist Barbie, and enterprise govt Barbie.
Then, after you determine your Barbies and Kens, create weblog posts or social media content material that illustrate how you would serve them must you develop into a part of their worlds.
2. Broadcast a favourite Barbie message to your viewers.
Broadcast your favourite Barbie message to your viewers in numerous methods.
Once I noticed the film, I picked up on many sticky sayings that made me smile, frown, or whip out my pen. Listed here are a couple of from my pocket book (when you haven’t but seen the film, a few of these strains won’t make sense):
- Day by day is the perfect day.
- We promote desires, creativeness, and sparkle.
- Mojo dojo casa home.
- It’s not how they see us; it’s how they see themselves.
- I’m Kenough.
After which there’s my favourite line: Even when you can’t make it good, you may make it higher.
That line is a superb match for my modifying enterprise as a result of I assist folks make their content material—if not good—higher.
To piggyback on Barbie this fashion, determine your favourite strains from the film and create social media quote graphics to share how the strains relate to you and your prospects and prospects.
3. Create Barbie-themed merchandise, providers, and experiences
Create Barbie-themed merchandise, providers, and experiences to profit from the Barbie craze.
At first blush, this concept would possibly sound greatest for B2C firms, however B2B manufacturers can take benefit, too. For example:
- A software program firm may create a pink Barbie interface.
- An office-furniture producer may design a Barbie dream workplace assortment with pink chairs and desks.
- A enterprise consulting agency may provide a “Barbiecore Management” coaching program targeted on empowerment.
The bottom line is to imbue iconic Barbie parts—like her signature coloration, trend, and empowering persona—into the context of your corporation and prospects. Doing so will appeal to Barbie followers—a lot of whom may be your ideally suited prospects.
4. Run a Barbie-themed contest
Run a Barbie-themed contest, for example, a Pink Carpet Makeover contest—have staff submit … [+]
Contests are efficient advertising and marketing ways for B2B firms trying to generate leads, improve model consciousness, and drive social engagement.
Listed here are a couple of Barbie contest concepts to get you began:
- Pink Carpet Makeover contest—have staff submit pictures of their workplace areas embellished in Barbie model to win a pink workplace makeover.
- Barbie Core Values contest—ask folks to submit tales of how they exemplify Barbie’s core values, like empowerment and inclusion, to win a Barbie.
- Discover Barbie contest—conceal Barbie dolls round your commerce present sales space or convention venue for folks to search out and redeem for prizes.
The important thing right here is to tie the Barbie model to your organization’s values, providers, and prospects in a enjoyable, participating manner.
5. Publish advertising and marketing content material with a Barbie spin on business subjects
CORTE MADERA, CALIFORNIA – JULY 25: Clients take a look at a show of Barbie merchandise at a Macy’s … [+]
Folks love Barbie. There’s no higher method to faucet into the film’s cultural significance whereas attracting consideration and offering actual worth than to publish Barbie-themed content material—like this text. For example:
- 5 Methods to Add Barbie Sparkle to Your Firm’s Tradition—a weblog submit.
- Barbie’s Journey to Variety: An infographic about how Barbie’s seems to be and careers have expanded for inclusion.
- Residence Workplace Type: What Barbie Can Educate Us About Residence Workplace Design—an e book, maybe with pink fonts and Barbie graphics.
Backside line: Ought to your B2B model hassle with Barbie?
I didn’t like the thought of the Barbie film earlier than I noticed it. However I now perceive why the film has introduced in virtually $800 million worldwide in simply two weeks since opening.
See for your self, when you haven’t already, after which determine in your model. As for me, I made a decision Barbie is a rocket ship value pinning no less than one flag on.