Barbie Newsjacking Works in B2B Advertising and marketing, Too


Barbie meme representing the marketing genius of newsjackingHave you ever newsjacked the Barbie film but? Wait a minute, are we newsjacking Barbie proper now?

It’s all a bit meta, however the summer season’s No. 1 film spurred a number of content material about the best way to create advertising and marketing, similar to Barbie.

The Barbie film opened to a record-setting $155 million. The brilliance of its advertising and marketing – together with the Barbenheimer meme pairing the Barbie and Oppenheimer motion pictures – ought to come as no shock.

CMI’s chief technique advisor Robert Rose explains what Barbie can train B2B entrepreneurs on this week’s CMI Information video. Watch it beneath, or hold studying for the highlights:

If toymaker Mattel is aware of something – it’s advertising and marketing and media. Greater than 40 movies have made up the “Barbie Cinematic Universe” during the last 22 years. After all, the advertising and marketing round Greta Gerwig’s A-list outing with Margot Robbie and Ryan Gosling outdoes Mattel’s content material and advertising and marketing from the earlier 20 years.

It included an unbelievable social marketing campaign, a product pairing with automotive firms, an Xbox-themed console, a Barbie-themed resort that hosted solid interviews, and an precise Barbie Dreamhouse in Malibu listed on Airbnb. The advertising and marketing and experiential design has been nothing wanting breathtaking.

All that success impressed information about Barbie’s advertising and marketing prowess. Many entrepreneurs at product and repair firms created newsjacking content material to make the most of it:

Newsjacking isn’t simply your opinion on information or traits

All these Barbie advertising and marketing and content material examples prompted Robert to assume extra usually about newsjacking.

Over a decade in the past, David Meerman Scott popularized the time period newsjacking, which entails injecting your concepts into breaking information. Newsjacking permits you to draft, like bicycle or auto racers may, behind a fast-moving information subject or article to get your message to a broader viewers.

“It’s injecting you into the story that’s essential,” Robert says. “It’s not simply masking breaking information or offering your perspective on that information.

“To make newsjacking work, you have to carry your distinctive angle or viewpoint in a means that motivates individuals to discover that angle.”

Newsjacking solely works if you carry a novel viewpoint that motivates individuals to discover your #Content material, says @Robert_Rose by way of @CMIContent. Click on To Tweet

Crocodiles and gin newsjacking examples

One well-known instance of newsjacking comes from Aviation Gin. After that disastrous Peloton advert that includes a husband giving a Peloton bike to his traumatized-looking spouse prompted crucial information tales and social media posts, the Ryan Reynolds-helmed beverage firm discovered a technique to enter the scene (and steal the highlight). Aviation shortly created an advert that includes the actress from the Peloton clip sitting at a bar with mates who inform her, “You’re protected right here,” earlier than all of them toast to new beginnings.


One among Robert’s all-time favourite newsjacking examples comes from an organization that issued then-president Barack Obama an insurance coverage coverage towards a crocodile assault throughout his go to to Australia. It earned a number of mainstream media protection.

Can B2B advertising and marketing profit from newsjacking? Robert says sure. For instance, think about a state of affairs during which a big know-how firm will get acquired, producing many media headlines. A smaller competitor might seize the newsjacking alternative by having its CEO publish content material about or do interviews on the affect of the acquisition during which they share a imaginative and prescient for the state of the trade.

Earlier this yr, Google tried some newsjacking of the eye Microsoft had earned with for Bing AI bulletins – and let’s simply say the outcome wasn’t out of this world. (Robert explains what occurred on this CMI Information video: The Subsequent Massive Search Battle: Bing vs. Bard.

Newsjacking is all about inserting your model viewpoint in a means that makes individuals need to share your take, says @Robert_Rose by way of @CMIContent. #ContentMarketing Click on To Tweet

Newsjacking isn’t about masking the information and even masking the information concerning the information with the hope of latching onto a well-liked idea. To do newsjacking nicely, you must cleverly insert your viewpoint, model, and even product into the information so different individuals need to share your take.

So, is this text newsjacking? Possibly. Possibly not. What do you assume?

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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