EXPLORING THE IMPACT OF BARBIE'S 360º MARKETING COMMUNICATIONS CAMPAIGN: A QUALITATIVE STUDY

Abstract

This study explores the emotional responses and perceptions of the target audience to Barbie's 360º marketing communications campaign. Barbie has been a cultural icon for decades, reflecting diversity and inclusivity. The omnichannel Barbie campaign, using artificial intelligence, has influenced Barbie's brand image, values, and identity perceptions. The campaign reached audiences through multiple touchpoints and channels, both online and offline. A qualitative approach was used, with a focus group developed to understand customer perceptions and reactions. The study highlights the success of engaging audiences outside its primary target audience and highlights the power of innovative marketing. It also identifies areas for improvement in future campaigns. Also, the study calls attention to the need for marketing that supports society's values and inclusion and promotes the applicability of an omnichannel marketing communications campaign using artificial intelligence to increase brand awareness and engage audiences in the new technological era. Keywords: Barbie movie; omnichannel marketing; 360º marketing communication; artificial intelligence