The first live-action Barbie movie is coming to the silver screen in July 2023. Its second teaser trailer didn't go unnoticed: the hashtag #BarbieTheMovie generated 7.5 million engagements1 on April 4th, 2023 – the day of its release; the teaser trailer video shot to #28 on YouTube's ranking of trending videos in less than 24 hours2. This benefited the Barbie brand as a whole: content mentioning 'Barbie' generated 18 million engagements on social media – far more than the 4 million achieved by the first trailer released on Dec 16, 2022.
A strong cast and clever marketing campaign led to the success of the teaser trailer. In addition to the movie’s main actors, Ryan Gosling and Margot Robbie, the second teaser trailer revealed the roles of charismatic names such as Dua Lipa, Emma Mackey and Simu Liu for the first time. Consumers then went on to engage with their favorite actors, and Barbie was the main conversation point: 95% to 99% of the social media actions mentioned ‘Barbie’.
View this post on Instagram A post shared by Zooey Deschanel (@zooeydeschanel)
A post shared by Zooey Deschanel (@zooeydeschanel)
Siobhan Roy and Kendall Roy have been cast in Greta Gerwig's BARBIE (2023) pic.twitter.com/YwvKHLaZWd— may ♀️ | s4 spoilers (@shivussy) April 4, 2023
Siobhan Roy and Kendall Roy have been cast in Greta Gerwig's BARBIE (2023) pic.twitter.com/YwvKHLaZWd
The latest Barbie teaser shows the power of a well-executed marketing campaign: by playfully embracing Barbie’s position in the collective imagination and building entertainment value around it, the campaign has built true excitement about the movie – and the brand.
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*Number of actions (i.e., reactions, shares, comments, retweets, favorites, loves) is calculated across Facebook, Instagram, Twitter and TikTok.
1. Comscore social, Content Pulse, containing #BarbieTheMovie, the 4th of April 20232. Data is sourced from YouTube trending ranking on the 5th of April 2023.Comscore social3. Comscore social, Content containing ““Barbie” and “poster””, “’Barbie’ and ’selfie’”, or “’Barbie’ and ’meme’”, or “’Barbie’ and ’generator’”, across: Facebook, Twitter, Instagram and TikTok, from the 4th to the 9th of April 2023