From Doll to Screen

Barbie was the largest worldwide film release of 2023, dominating the box office with over 1 billion in earnings (PRNewswire). The reported marketing budget was over 150 million, which was greater than the 145 million spent on making the film (Adekaiyero). While marketing and public relations (PR) differ in approach and goals, the overall goal for Barbie was evident in the campaign: get fans excited for the film release. The number of collaborations, events, and advertisements executed for the Barbie campaign was extensive, with the convergence of traditional and digital media interplaying seamlessly. The vast majority of PR and marketing professionals were talking about the campaign as a superior example for the field to follow for the purposes of fuelling a passionate target audience. This article examines the public relations strategies that heightened fan interest in Barbie and reaffirms Barbie as a cultural icon. By analysing the most noteworthy components of the Barbie campaign that were highlighted in articles and PR blog posts, valuable insights are shared regarding how audience participation cultivates the success of cultural phenomena. These insights underscore the symbiotic relationship between PR practitioners and fans. PR’s Role in Barbie The film industry recognises the pivotal role PR plays in getting people to the theatre, especially in a post-COVID-19 world where it is estimated that only eight percent of US citizens go often to the theatres as of 2022, with over half never going to the movie theatres (Statista Research). Another factor that has affected movie-going trends is the accessibility of streaming services. A poll from HarrisX found that two-thirds of US adults prefer to wait for movies that premiere in theatres to be released on streaming (Maglio). It’s also becoming clear that the ‘Barbenheimer’ opening weekend is a box office standout, as 2024 box office numbers are predicted to drop by over one billion dollars (D’Alessandro). This was determined by the movies that have come out as of March 24, with anticipated titles like Madame Web and Argyle tanking, and Dune: Part Two being the best thus far with an 80 million at the box office (Carras). That is less than half of what Barbie made on opening weekend at 162 million (Fischer). Evidently, the hype around ‘Barbenheimer’ is a topic that continues to be investigated, as reports of fan anecdotes and fan made content continue coming out (D’Alessandro). Before ‘Barbenheimer’ became the plan for fans, the PR for Barbie started before production began. Presumably, those outside of PR and marketing professions assume that trailers are the starting point for promoting a film, but it starts at the beginning of the film’s creation, when rumours and press releases come out revealing who is going to work on the project (Qiang). At the 2021 CinemaCon, Warner Bros made the announcement that a live-action Barbie movie would come to theatres in the summer of 2023 (Soares). The film’s director and main star, Greta Gerwig and Margot Robbie, were signed onto the project in 2020, and the full cast list was shared in 2022, which built excitement with fans because of the names attached to the project indicating the star power interest (Murphy). Pre-production is key in starting to build excitement for any movie, but how Barbie approached pre-release with its trailers continued to build the mystery surrounding the movie’s plot. The first teaser trailer was released as part of the series of trailers ahead of Avatar: The Way of Water (2022) – a highly anticipated sequel since Avatar broke all-time box office records in 2009 (Soares; Romano). Then, on 4 April 2023, character posters were released alongside the second trailer, which still didn’t reveal much about the plot, but did incorporate snippets of dialogue that were indicative of a more PG-13 sense of humour (Soares). The character posters quickly became the Internet’s new favourite meme because of the taglines that gave some insight into the Barbies and Kens in the movie (Hudgins). Joining in on the trend didn’t require Photoshop; Warner Bros. partnered with PhotoRoom to create the interactive barbieselfie. ai generator, which was used over 13 million times since it was released on April 3 – a day ahead of the character posters (Barr). In PR and marketing campaigns, earned media success is the goal, meaning that the social media buzz happens organically. Movie trailer spots and particular partnerships, as sometimes partners will pay to collaborate more on one side of the deal, are examples of paid media, which is most of what the marketing budget supports. In an interview with Variety, Josh Goldstine, Warner Bros. president of global marketing, used the terms ‘earned media’ and ‘paid media’ to talk about the different elements of the Barbie campaign (Rubin). These terms are rooted in the public relations lexicon of the PESO (paid media, earned media, shared media, and owned media) model, and evolve as multimedia channel opportunities expand (Detrich). Understanding where media types fit in the PESO Model ensures that a PR campaign has a holistic approach in reaching its target audience, or rather, ‘publics’, as a way of identifying consumers as co-creators (Pieczka). For context, the PESO Model was coined by Gini Detrich in 2014, and it became popularised because it is a comprehensible, yet high-level framework categorising converged media (Brandpoint). Applying this model helps better understand the strategy and goals of PR, marketing, and advertising campaigns, and in the case of Barbie, figuring out where certain campaign comments fit in the model allows outsiders a means to ascertain the audience mapping. The terms ‘audience’ and ‘publics’ are often treated as synonymous in describing a group of consumers, but in the PR field, the key difference is that the former is passive in receiving PR messages, while the latter describes having an active response (Knighton and Wakefield). Having “an active response” means being invited or motivated to take action as part of two-way communication (Knighton and Wakefield), and fans can use social media to voice their excitement and participate in unplanned trends, with ‘Barbenheimer’ being a prime example. Appealing to fans as the intended public of the Barbie campaign was crucial. The selfie AI generator was only the beginning in a series of earned media efforts. Barbie had over one hundred brand deals licenced before the movie was released in late July, with the licencing for products ranging from clothing brands to entertainment and lifestyle (Addley). All of the pink collaborations reignited Barbiecore as a fashion trend (Dockerman). Mattel having multiple partnerships enabled the notice around Barbie to have a life of its own as fans (Rubin). Essentially, the role of PR in Barbie aligns with what Barbie represents, which is to give the public a combination of empirical and imaginative thought to take action (Pieczka), or in other words, ‘you can be anything’ with Barbie. Fig. 1: PESO model of Barbie campaign milestones. Fan Engagement: All Things Barbiecore Fan engagement is becoming an increasing focus of contemporary PR campaigns. The idea of what a “fan” is can vary but we have an inherent idea or assumption of what it means based on our standpoint, and academic definitions tend to revolve around being an “enthusiast” or “cultist” and “follower” (Hills). The research on the intersection of public relations and fandom is growing, as the need to better understand fandom audiences is pertinent to ideas of what being a fan means as an identity. Academic works that specify the relationship between fandom and public relations are actualised in two editions co-edited by Hutchins and Tindall (2016; 2021). The current state of PR theories does not recognise fan motivations that occur within fandom, meaning that two-way communication has altered the responses that are gathered from target audiences (Hutchins and Tindall). In the case of Barbie, the earned media response is indicative of great success, such as having over 7 million social media mentions in 2023 and over 227 million engagement actions (Galliot). Conversation surrounding ‘Barbiecore’ outfit ideas alone saw over 11 million views on TikTok (Smith). For movies, generating fan engagement is an obvious need. There are instances in the entertainment industry wherein movie fans or television fans mobilise out of passion to see certain ideas or wants fulfilled (Fraser and Buckler). The 2023 Writers Guild of America Strike taught the industry and the public many things about writing, wages, and AI, and how the strike relates to fan passions is that fans want to see quality, authentic writing, which AI cannot achieve (Lawler). The reveal of Greta Gerwig being part of Barbie as co-screenwriter and director made fans confused, yet excited, since Gerwig is well-known for feminist-centric movies (Dockterman). Fans love to support passionate creators who put thoughtful effort into the stories and characters, and with creating the first-ever live-action Barbie movie, the high feels to fill in were massive. Barbie has been around for sixty-five years and is one of the most recognisable toys on a global scale with 99 percent awareness (Weitzman). Though having over one hundred brand deals for promoting the movie can garner great fan appeal, having those deals does not promise success without consideration of what fans want. Barbie and Mattel have a long history, and the film “doesn’t miss a beat” – enabling the film to become enriched by acknowledging both Barbie’s successes and polarising feminism (Lord). The movie premiere showed how Barbie was more than a doll, with a sea of pink outfits going to watch the movie, the fan response was more than the marketing team hoped for in setting its goals (Rubin). Though the exact sales numbers on how the different licences succeeded or not are unavailable, the social media conversation and in-person dress-up were strong indicators of success beyond the numbers, as fans wanted to talk about Barbie and what the doll and movie meant to them (Keegan). The approach in doing so is not directly asking fans to get creative; it is an implicit open invitation for the public to contribute to the discourse (Piezka). Associate professor at Boston University, Amy Shanler, explains that Barbie is a well-executed campaign because “the best PR isn’t when you do your own Public Relations. It’s when other people are doing it for you” (qtd. in Laskowski). Barbie’s Fan Engagement Techniques In examining the Barbie campaign, the key ideas to note are: fulfilling the PESO Model, appealing to fan knowledge of Barbie (including the doll’s controversies), and leaving room for imagination. This draws on articles analysing the PR strategy by PR practitioners who are currently active in the field, along with insights from online articles with direct marketer interviews. The PESO Model, despite not being a long-standing PR framework, is the most widely used and talked about application not only for building PR campaigns but for being able to dissect major campaigns from the outside looking in. By applying the PESO Model to what is known about the Barbie campaign, not only are all aspects of the model met, but it is impactful in how strongly the Barbie identity and message are implemented. As mentioned, Barbie is a highly recognisable toy, and most people are familiar with Barbie dolls. Appealing to fan knowledge about Barbie, encompassing all of the positive and negative aspects of the doll, was an enjoyable factor of the movie. And in the weeks leading up to the movie, the mystery of the plot was alluring, yet fans were excited to see what Barbie lore would be included. Arguably, the most impactful aspect of a PR campaign is having strategies that can potentially inspire a public (target audience) to mobilise. ‘Barbenheimer’ was not part of the marketing plan, and neither was dressing up in Barbiecore to see the film, but because of the overwhelming success in earned media and shared media, these trends came to fruition and will be remembered as part of what made Barbie a global success. While Barbie had a massive marketing budget, the success that the campaign saw was rooted in fan engagement. The structure of the campaign, with its numerous collaborations, trailers that gave everything visually but nothing plot-wise, star-studded cast, and activities to involve fans like the selfie AI generator and wearing pink to automatically become a Barbie, built an unflappable excitement for a wide-ranging audience. Looking ahead, the PR and marketing industries can utilise the Barbie campaign as an example of fan collaboration by giving fans the tools to become co-creators. To be a successful campaign, knowing the converged media types that are necessary to implement for a diverse fan audience is essential in creating further accessibility. This means that employing the PESO Model structure ensures great reach, whether or not the campaign is backed by Mattel’s budget. The Barbie campaign was loud and unapologetically pink, and such authenticity is what makes fans empowered to embrace Barbie as a cultural icon. The excitement generated for Barbie can’t be easily replicated for other movies or products in terms of massive marketing budgets, but the core of appealing to fans can be studied and taken into consideration for future campaigns. The makings of success for Barbie are in how the campaign gave fans the tools to become collaborators in the campaign. 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