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Lochhead on Marketing

183 What Barbie Can Teach Tech CEOs About Marketing

Aug 16, 2023
Learn about Barbie's successful marketing approach which included a huge investment in both production and marketing. Find out how their strategy resulted in $1B in revenue. Also, discover missed opportunities for Barbie to leverage their marketing efforts.
08:05

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Quick takeaways

  • Barbie's movie launch had a production cost of $145 million and a marketing budget of $150 million, which proved to be a winning strategy for generating over $1 billion in revenue.
  • Barbie's success highlights the importance of concentrating marketing efforts, seizing the moment to engage consumers, and capturing valuable customer information through a concentrated, impactful marketing campaign.

Deep dives

Barbie's Successful Lightning Strike

Barbie's movie launch was a massive success, with a production cost of $145 million and a marketing budget of $150 million. This unusual ratio of spending, where marketing exceeded production cost, proved to be a winning strategy for Barbie. Despite not building a native digital community, the movie generated over $1 billion in revenue, highlighting the importance of concentrating marketing efforts to capture the attention of the target audience.

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