Assume Pink!

Until you’ve been sequestered in a pink dreamhouse below a candy-cotton-colored sky, you’ve heard about Barbie, the blockbuster film starring Margot Robbie as Stereotypical Barbie and Ryan Gosling as her BFF, Ken.

I confess that I wasn’t impressed when curiosity in Barbie started to take off. “How dumb,” I believed, questioning who the producers focused. Certainly not somebody from my era; I’m a Gen Xer who grew up within the Seventies when Barbie was nonetheless a youngster.

However I couldn’t think about Mattel and Warner Bros have been focusing on kids except the objective was to revitalize income by encouraging a brand new era of youngsters to need to play with Barbie dolls.

As the discharge date approached and my newsfeeds overflowed with Barbie-related articles—many about Barbie and model collaborations—I scratched my head.

Exploring these and lots of different collaborations made me notice that I, too, may glom on to the Barbie craze by writing about it.

There’s a reputation for “glomming on” to a sizzling information story—newsjacking, which Robert Rose, head of the Content material Advertising Institute, says is about infusing your self and your model into news-related content material.

“To make newsjacking work,” he says, “you could deliver your distinctive angle or perspective in a manner that makes folks need to discover that angle.”

That’s what I’m doing with this text. I’m newsjacking Barbie by sharing 5 methods your model can do the identical.

1. Envision your best buyer as a Barbie or Ken

When the film opens, we’re reminded that there are many Barbies and Kens. Wikipedia references greater than 200 Barbies and greater than 40 Kens.

As an example, there’s spy Barbie, dentist Barbie, and information anchor Barbie. There’s additionally sailor Ken, dentist Ken, and firefighter Ken.

To check your best buyer as a Barbie or Ken, scan the lists of careers and see which Barbie or Ken would possibly match your best buyer.

I may serve businessman Ken, coach Ken, and physician Ken, particularly in the event that they need to publish thought-leadership content material. I may additionally work with inside designer Barbie, artist Barbie, and enterprise government Barbie.

Then, after you establish your Barbies and Kens, create weblog posts or social media content material that illustrate how you could possibly serve them must you develop into a part of their worlds.

2. Broadcast a favourite Barbie message to your viewers.

Once I noticed the film, I picked up on many sticky sayings that made me smile, frown, or whip out my pen. Listed here are just a few from my pocket book (in the event you haven’t but seen the film, a few of these traces won’t make sense):

• Every single day is the very best day.
• We promote desires, creativeness, and sparkle.
• Mojo dojo casa home.
• It’s not how they see us; it’s how they see themselves.
• I’m Kenough.

After which there’s my favourite line: Even in the event you can’t make it excellent, you may make it higher.

That line is a superb match for my modifying enterprise as a result of I assist folks make their content material—if not excellent—higher.

To piggyback on Barbie this manner, establish your favourite traces from the film and create social media quote graphics to share how the traces relate to you and your prospects and prospects.

3. Create Barbie-themed merchandise, providers, and experiences

At first blush, this concept would possibly sound greatest for B2C firms, however B2B manufacturers can take benefit, too. As an example:

• A software program firm may create a pink Barbie interface.
• An office-furniture producer may design a Barbie dream workplace assortment with pink chairs and desks.
• A enterprise consulting agency may provide a “Barbiecore Management” coaching program targeted on empowerment.

The secret is to imbue iconic Barbie parts—like her signature shade, style, and empowering character—into the context of your corporation and prospects. Doing so will appeal to Barbie followers—a lot of whom may be your best prospects.

4. Run a Barbie-themed contest

Contests are efficient advertising techniques for B2B firms seeking to generate leads, improve model consciousness, and drive social engagement.

Listed here are just a few Barbie contest concepts to get you began:

• Pink Carpet Makeover contest—have staff submit photographs of their workplace areas embellished in Barbie fashion to win a pink workplace makeover.
• Barbie Core Values contest—ask folks to submit tales of how they exemplify Barbie’s core values, like empowerment and inclusion, to win a Barbie.
• Discover Barbie contest—disguise Barbie dolls round your commerce present sales space or convention venue for folks to seek out and redeem for prizes.

The important thing right here is to tie the Barbie model to your organization’s values, providers, and prospects in a enjoyable, partaking manner.

5. Publish advertising content material with a Barbie spin on business subjects

Individuals love Barbie. There’s no higher approach to faucet into the film’s cultural significance whereas attracting consideration and offering actual worth than to publish Barbie-themed content material—like this text. As an example:

• 5 Methods to Add Barbie Sparkle to Your Firm’s Tradition—a weblog put up.
• Barbie’s Journey to Range: An infographic about how Barbie’s appears and careers have expanded for inclusion.
• Residence Workplace Fashion: What Barbie Can Educate Us About Residence Workplace Design—an book, maybe with pink fonts and Barbie graphics.

Backside line: Ought to your B2B model trouble with Barbie?

I didn’t like the concept of the Barbie film earlier than I noticed it. However I now perceive why the film has introduced in nearly $800 million worldwide in simply two weeks since opening.

See for your self, in the event you haven’t already, after which determine in your model. As for me, I made a decision Barbie is a rocket ship value pinning at the least one flag on.