AMA Baltimore Blog

Communications + PR

It’s a Barbie World: How Smart Marketing Made the Barbie Movie

AMA Baltimore
February 27, 2024 |
3 minute read

Hi, Barbie! Hi, Ken! Everyone was seeing hot pink (Barbie Pink – Pantone 219-C, to be exact) at our AMA in the PM event last month! A special thank you to our event partner, Media Works, who helped AMA Baltimore host a barb-tastic panel of experts, including: 

Keisha Clarke-English, AMA Baltimore President, played an influential role in the ongoing dialogue between the panelists and the audience. She also brought a few special guests – the vintage Barbie dolls she had from her childhood! 

Barbie has had a significant impact on Keisha’s personal and professional journey. Collecting Barbie dolls allowed her to see that if Barbie could do it, she could as well. Barbie has continued to inspire Keisha well into her professional career and reminds her each day to pursue all that she dreams to be. 

“I have loved Barbie for as long as I can remember. To be able to host an AMA Baltimore case study event in partnership with Media Works was a Barbie girl’s dream come true! For me, the key takeaway from the event was the buying power of women consumers; women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. Daily, women spend more time than men making economic decisions for their families, encompassing everything from consumer goods to services. This is something all brands should pay more attention to in order to make a global impact.” – Keisha Clarke-English

The panelists spoke on the strategic marketing of the movie, and how brands can apply these learnings to their own strategies. Here are our key takeaways: 

  1. Authentically embody your values, while discerning your core audience. The triumph of the Barbie movie was the realization that Barbie, as a symbol, can resonate with anyone, allowing for diverse partnerships that appeal to a broad spectrum of target audiences.
  2. Capture partnerships that seamlessly integrate with your company’s values and align with its audiences. Brands must be open to opportunities that venture beyond their comfort zone, and craft unexpected partnerships to create high impact. 
  3. Recognize the influential role of the woman consumer. Historically, numerous companies have directed their messaging primarily towards male consumers, operating under the assumption that they hold sway over household and financial decisions. Yet, as substantiated by both data and consumer insights, an evolving trend is revealing that women frequently assume the pivotal decision-making roles, even within traditionally male-dominated industries. 

The magic of the evening emerged from the profound impact that Barbie had on everyone’s childhood, shaping their perspectives and worldviews. Spanning across generations, ethnicities, and socio-economic statuses, Barbie truly transcends as a universally cherished icon.

Thank you to everyone who brought out their best pink to learn and celebrate the brilliant strategy and truly iconic efforts of the Barbie movie! Bye, Barbie

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AMA Baltimore

The American Marketing Association Baltimore Chapter (AMA Baltimore) is Maryland’s leading provider of networking, educational programming, and resources for marketing professionals. AMA Baltimore provides extensive opportunities for marketers to expand their networks, grow professionally and learn about current industry trends.
The American Marketing Association Baltimore Chapter (AMA Baltimore) is Maryland’s leading provider of networking, educational programming, and resources for marketing professionals. AMA Baltimore provides extensive opportunities for marketers to expand their networks, grow professionally and learn about current industry trends.

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