My Role
- Brand Consistency
- Influencer Relations/Marketing
- Virality Strategy
Client
- Warner Bros. Discovery
The Challenge
How do you market an iconic, decades-old brand to a skeptical, modern audience, transforming a familiar concept into a must-see cinematic event?
The goal was to execute a true omnichannel campaign that ensured total digital saturation, driving unprecedented levels of user-generated content (UGC) and translating cultural buzz directly into massive box office success, all while managing a delicate balance of irony and sincerity.
My Role & The Solution
As part of the agency collective, my primary focus was on orchestrating the digital campaign’s most interactive and viral elements. I concentrated on driving audience participation and ensuring creative consistency across owned, earned, and paid digital channels.
- Viral Content Toolkit & UGC Strategy: I played a key role in developing and deploying the “Barbie Selfie Generator”—a highly successful viral tool. My team and I created the content strategy surrounding it, maximizing its shareability and ensuring millions of users contributed free, branded marketing assets to the campaign.
- Influencer & Partnership Activation: I managed the digital rollout and reporting for a major tier-1 influencer marketing program, coordinating content drops with over 50 creators across Instagram, TikTok, and YouTube to maintain a consistent, high-impact presence in the weeks leading up to the release.
- Omnichannel Messaging Alignment: I was responsible for ensuring that all social media copy, paid ad creatives, and partnership messaging used the precise, distinct “Barbie Core” voice and tone, driving massive brand recognition and cohesion across every single digital touchpoint.
Impact & Results
The campaign achieved historic levels of digital engagement and successfully fueled the film’s cultural phenomenon status and massive global box office performance.
- Record-Breaking Virality: The UGC strategy, centered on the selfie generator, generated over 15 million unique user-created images in the first month alone, resulting in an estimated $50 million in equivalent ad value from earned media and social shares.
- Massive Social Lift: The combined organic and paid campaign efforts achieved an average Share Rate 120% higher than comparable blockbuster film campaigns of 2023, reflecting unprecedented audience enthusiasm and willingness to evangelize the film.
- Influencer ROI: The influencer program I managed delivered an average Return on Investment (ROI) of 15:1 (media value vs. talent cost), driven by strict selection criteria and successful content mandates that guaranteed authentic engagement.
- Digital-to-Retail Conversion: My efforts contributed to the successful digital integration of campaign elements with partner retail sites (e.g., product lines), driving 25% of all campaign traffic to e-commerce landing pages, showcasing true omnichannel effectiveness.