“Barbie” film partnerships generated a media bonanza for brands including Fossil, Superga and Cotton On.
Superga x Barbie The Movie content accounted for 13 percent of Superga’s media value in the same period. Online conversation around the Cotton On x Barbie partnership accounted for 11 percent of that brand’s media value during the five-month period. Barbie collection generated $6.8 million in media value in the March to July period, followed by Barbie x Primark, which made $4.6 million. Barbie x Aldo generated $3.7 million while Forever 21 x Barbie made $2.4 million.
She said the collaborations, and subsequent influencer and celebrity promotion deals, “demonstrate just how powerful co-creation and partnerships can be if they are executed well; and across the right social media channels, and if both parties are aligned when it comes to their shared communities. It also highlights just how important it is for brands to work with the right influencers if they want to maximize the awareness of their Barbie collaborations across joint communities.
Tsai added that the “huge rise in media value indicates how Barbie-inspired partnerships have resonated on social media channels, no doubt driven by authentic interactions from the brands, influencers and their Gen Z and Millennial followers.”As reported, most of WeArisma’s research is never released publicly.
As reported, WeArisma has already banked six years of historical data across 15,000 brands in more than 70 countries. Tsai, who in June raised a further 2.5 million pounds in a round led by the investment syndicate Adjuvo, said WeArisma has plans to scale and to optimize its analytics, methodologies and use of AI.
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