- Campaign Name: Barbie Movie Influencer Launch Kit
- Timeframe: Q2-Q3 2023 (Pre-release to theatrical run)
- Core Strategy: Physical immersion before digital buzz
Challenge:
Warner Bros. needed to turn the Barbie movie from "nostalgic IP" into a cultural event. Standard press kits weren't going to cut it.
How do you make influencers feel the movie before they see it? Email attachments and digital screeners are forgettable. The goal was to create something they'd post about organically, not because they were paid to.
Response:
Built a kit that felt like opening Barbie's actual world. Laser-etched keychain, 360-wrap water bottle with movie scenes, debossed journal with the iconic "B" logo spanning the cover. Everything used high-end decoration like full-color wraps, dome details, multi-layer debossing.
Custom packaging mattered as much as the products. Designed a drop-ship mailer that looked like it came from Barbie's Dreamhouse, not a warehouse.
Result:
The unboxing became content. Influencers posted it because it looked good on camera and felt exclusive.
The lesson: when launching big entertainment properties, physical merch is a preview. Make it feel like the world you're selling, and people will sell it for you.
