If you’ve already watched the new live-action Barbie movie, you can see how this film conveys a potent message about women’s empowerment and equality. Much like a masterful marketing campaign, it was built on familiar pillars shared by filmmakers and marketers: understanding the audience’s psyche, reflecting societal trends, and delivering resonant messaging. However, how can we connect this successful movie with marketing research? Trust me; the film involved extensive and meticulous work in this area to provide the empowering narrative that viewers were seeking.
The foundation of marketing research, understanding the target audience, was evident in the live-action Barbie movie. Going beyond the plastic perfection historically associated with Barbie, the film tapped into the growing global dialogue about women’s empowerment, body positivity, and gender equality. It addressed real-world issues, aspirations, and the complex dimensions of modern femininity. In a time when people were looking for movies with different themes than superheroes saving the planet for the umpteenth time or cars flying through space (and believe me, I consider myself a nerd who loves comics and anime movies forever), this film resonated with those who craved something different. But please understand I’m just one qualitative insight in a vast world of qualitative answers.
The movie’s narrative, characters, and plot twists were grounded in insights that mirror what today’s women want to see: representation, resilience, and relatability. This reflects how marketing research is employed to understand consumer attitudes, behaviors, and desires, especially in a world polarized by radical political changes.
The cultural landscape is evolving, and much like successful brands, Barbie had to adapt to the changing needs of each generation, forging a new foundation for the ones to come. The live-action film’s empowerment theme recognized the transition from mere consumerism to mindful consumption. In today’s world, audiences, particularly women, seek content that transcends traditional norms and courageously challenges stereotypes. This pursuit aligns with the ongoing struggle in many countries, where gender equality remains arduous, encompassing fundamental rights such as education, equal pay, and participation in the democratic process. This overarching trend was meticulously pinpointed through precise market research.
Through this movie, the Barbie brand aligned itself with values of empowerment, courage, and individuality, much like how brands, through meticulous market analysis, reposition themselves to stay culturally relevant and align with prevailing consumer ideologies.
At its core, the live-action Barbie movie is a powerful narrative crafted to evoke emotions, inspire action, and foster brand loyalty. This storytelling aspect reflects emotional branding, a strategy informed by marketing research that delves into consumers’ emotional triggers, aspirations, and identities. It’s a strategy that speaks to all generations but carries a clear message for women while resonating with men. The movie strengthens emotional bonds with audiences by portraying Barbie as a figure who overcomes challenges, defies expectations, and empowers those around her. This dynamic is seen in impactful marketing campaigns that weave narratives resonating with consumer emotions, fostering brand affinity and loyalty. So, how can we unearth these insights for our marketing campaign or learn from how they did it for the Barbie movie? I’m confident our marketing research toolbox was instrumental in the process, with surveys, interviews, and focus groups playing a fundamental role.
This film did not ignore historical criticism of Barbie’s body image and career choices. Instead, it addressed and incorporated them into the storyline, showcasing Barbie’s evolution. This approach mirrors how brands use feedback loops in marketing research to acknowledge consumer criticism, adapt strategies, and effectively communicate those changes to their audience. Remember, listening to customers is never wasted, and even negative insights can be used to improve or create successful strategies; as my grandmother used to say: “if life gives you lemons, make some lemonade.”
By understanding and reflecting audience sentiments, tapping into cultural trends, harnessing the power of emotional branding, and adapting based on feedback, the movie did more than entertain; it redefined Barbie’s brand narrative. This cinematic triumph underscores a fundamental truth in both filmmaking and marketing: success hinges on the ability to listen, understand, and resonate with your audience, creating experiences that empower, inspire, and endure.
