The ‘Barbie’ movie, the hottest film of the summer, is a marketing machine, with strong brand awareness. Whether on an app on your mobile phone or in pop-up museums in your city, the influence of Barbie can be seen seemingly everywhere!
Undoubtedly, the marketing team behind the movie has done an exceptional job, inspiring me and other marketers to rethink our strategies. You might say Barbie is the ultimate influencer, and the marketing team behind the movie at the top of their game.
Interestingly, the ‘Barbie’ movie provides valuable insights that can be effectively applied to B2B influencer marketing. Now, let’s explore some of the key lessons we can learn from this enchanting film.
1 — Embrace Diversity
Like the Barbie franchise celebrates diversity in its characters, B2B influencer marketing should also embrace diversity in its content and collaborations. Influencers help brands reach a wider audience and foster inclusivity by including different perspectives and voices.
The ‘Barbie’ movie explores themes such as overcoming stereotypes, breaking down barriers, and promoting inclusivity. By addressing these issues head-on, the film encourages viewers to challenge preconceived notions and embrace people for who they truly are.
“Like the Barbie franchise celebrates diversity in its characters, B2B influencer marketing should also embrace diversity in its content and collaborations.” — Casey Borrero @CaseygBorrero Click To Tweet
2 — Authenticity is Vital
The ‘Barbie’ movie teaches us the importance of staying true to oneself. In the B2B marketing world, you want influencers to be authentic and genuine in their messaging. This builds trust with the audience and establishes credibility. This credibility frequently results in the formation of a supportive community of followers.
A great example is Pam Didner, with her deep understanding of content marketing, global marketing strategies, and practical expertise in the field. She shares real-world examples and reasonable advice based on her own experiences via her blog, books, and social media posts. As a bonus, she’s transparent about her journey, success, failures, and lessons learned from them, making her relatable and authentic. B2B influencers must take note if they truly want to grow their fan-base.
“In the B2B marketing world, you want influencers to be authentic and genuine in their messaging. This builds trust with the audience and establishes credibility.” — Casey Borrero @CaseygBorrero Click To Tweet
3 — Tell Compelling Stories
The ‘Barbie’ movie captivates viewers with engaging storytelling. Similarly, B2B marketers and influencers should focus on crafting compelling narratives that resonate with their target audience.
Want to leave a lasting impact like Barbie? Stories evoke emotions and connect with people on a deeper level. Sales influencer Morgan Ingram always does a great job with his storytelling.
Crafting content in the form of storytelling on LinkedIn* enhances search engine rankings, establishes expertise, boosts user interaction, and offers additional avenues for compelling calls to action. Morgan creates interesting posts that entice his audience to read more. Two really good examples are his posts about creating new routines and constructive feedback.
“The ‘Barbie’ movie captivates viewers with engaging storytelling. Similarly, B2B marketers and influencers should focus on crafting compelling narratives that resonate with their target audience.” — Casey Borrero @CaseygBorrero Click To Tweet
4 — Adapt to Change
Throughout the ‘Barbie’ movie, the character of Barbie evolves and adapts to various situations. This serves as a reminder for B2B marketers and influencers to stay agile and adaptable in an ever-changing industry. Stay ahead of the curve and maintain relevance by embracing new technologies, trends, and strategies.
In the movie, as the plot progresses, Ken’s decision to change the name of the dream house to “Mojo Dojo Casa House” becomes more than just a simple alteration. It becomes a catalyst for personal growth and self-expression for all the characters involved. Each character learns valuable lessons about embracing change, staying true to oneself, and accepting others’ differences.
The new house name also provides new marketing opportunities for Mattel. As we often say in marketing, it’s good to experiment and test.
Also, Barbie takes a bold step by embracing her flat feet and choosing to wear Birkenstock sandals. This decision not only challenges societal beauty standards but also sends a powerful message of self-love and confidence. She discovers change is good and learns to embrace her own individuality and celebrate what makes her different.
“B2B marketers and influencers should stay agile and adaptable in an ever-changing industry. Stay ahead of the curve and maintain relevance by embracing new technologies, trends, and strategies.” — Casey Borrero @CaseygBorrero Click To Tweet
5 — Collaboration is Powerful
Collaboration is powerful: The ‘Barbie’ movie often showcases the power of teamwork and collaboration among its characters. Similarly, B2B marketing influencers should seek opportunities for collaboration with other industry experts or brands. By joining forces, influencers can leverage each other’s strengths and expand their reach.
Marketing influencer Scott D. Clary leverages his podcast as a way for him and others to learn from it. He’s collaborated with the likes of Grant Cardone, Steven Kotler, and Seth Godin on topics ranging from success and the “art of the impossible.”
Speaking of collaboration, we asked top B2B influencers for advice you can take away for your elevated influencer content.
“B2B marketing influencers should seek opportunities for collaboration with other industry experts or brands. By joining forces, influencers can leverage each other’s strengths and expand their reach.” — Casey Borrero @CaseygBorrero Click To Tweet
Marketing Lessons Barbie-Style
While the ‘Barbie’ movie may seem unrelated to B2B marketing, it offers valuable lessons for both marketers and influencers. By embracing diversity, staying authentic, telling compelling stories, adapting to change, and fostering collaboration, B2B marketing influencers and marketers can elevate their strategies and make a lasting impact on their audience and the brands they work for.
Looking to elevate your B2B brand’s storytelling? See more on why influencer marketing is proven to accelerate results from our own associate director of social media and influencer marketing Debbie Friez.
*LinkedIn is a TopRank Marketing client.
Casey Borrero describes herself as a “social media queen” and enthusiast. She has been in social media marketing for over a decade. Her passion for the platform started when Facebook rolled out its first iteration at the University of Miami in 2005. That’s how she got hooked. She dove deep into social media content, management and strategy and never looked back. Currently, Casey works hard to identify, network and pair our clients’ brands with the ideal B2B influencer partners… using her favorite social platform, LinkedIn.