Reinventing Relevance: Why the Barbie Phenomenon is the of Future of PR
In an era marked by hyper-connectivity and intense scrutiny, the resurgence of Mattel’s Barbie brand – brought to life in a record breaking movie this summer – serves as a case study in communications. Since its premiere Barbie has been the 8th fastest film of all time to achieve $1.2 billion of global sales. The narrative surrounding the movie, apart from its actual content, offers a perspective on the intersection of brand strategy, cultural identity, and community building.
Embracing Chaos: Barbie's Evolution
Barbie, a poster child for unrealistic beauty standards and harmful stereotypes, found herself facing a storm of criticism. Amid this chaos, Mattel, the maker of Barbie, spotted an opportunity for reinvention. Rather than attempting to gloss over the critiques, the brand leaned into them, treating them as a trigger for transformation. This approach embodies modern PR as a two-way dialogue, where feedback from the audience is not just received, but actively incorporated into the brand’s strategy. As trust is continuing to shift from governments to corporations, confirmed yet again by this year’s Edelman Trust Barometer, brands face ongoing pressure to center the needs of all stakeholders and be a force for good. In the film, Mattel pushes Barbie beyond the confines of a doll, communicating their vision of the ‘modern woman’, putting the audience at the heart of the narrative. The film offers multiple storylines, each trying to highlight different aspects of the brand’s evolution – a campaign that blends entertainment and branding.
The Rise of 'Bubble Up' Culture
A closer look at the Barbie movie reflects the zeitgeist of today’s communications industry. As algorithms on social apps enable individuals to find their communities – connected by e.g. shared interest, values, fandom or aesthetics – narratives shaped by traditional media gatekeepers with scaled audiences are losing their relevance through a lack of authenticity. This movement marks a departure from ‘trickle-down’ culture (where narratives are dictated by brands and trickle down to consumers) to a ‘bubble-up’ dynamic (where consumers, especially digital natives, shape popular culture and subsequent relevance).
Tapping into this zeitgeist, instead of a one-size-fits-all approach, Mattel focused on fostering deeper relationships with their fragmented audience through what they called a ‘breadcrumb strategy’. Different from a mere top down marketing strategy, the brand gave people little elements of the overall narrative with the goal to simulate digital conversation and cultural relevance. In an interview with Variety, Warner Bros president of global marketing Josh Goldstine specifies that the buzz was a combination of traditional paid media and how many micro communities across the culture ‘came to play with them’. These ‘breadcrumbs’ of branded content by Mattel took a life of their own through coming to life in e.g. barbie themed events, content, fashion collections and memes – all without getting paid by Mattel. Overall, the storyline around Barbie made its way into culture in a dynamic way, being co-created by various interest based communities – be it shared interest in fashion, feminism, pop culture, broader inclusivity, cinema, business and more. This shift is a testament to the power of earned PR in connecting with these communities across a fragmented digital landscape, where shared interests and values hold more power than broad demographic categories.
The Future of PR: Lessons from Barbie
Beyond its commercial success , the Barbie movie showcases the potential of purpose-driven PR. Shifting from brand centric to consumer centric communication, Mattel took on the role as a facilitator of a larger cultural conversation. Through a narrative that was authentic, creative, relatable, and culturally relevant, they transformed a childhood toy into a symbol of belonging for the consumer. In the age of hyper-connectivity and scrutiny, PR professionals must remember that the consumer is the story. As the Barbie case demonstrates, the brands embracing this future are the ones that truly resonate with their audience and ensure ongoing relevance – with purpose driven communication and cultural strategy taking center stage.