BARBIE

Social Media Campaign

OVERVIEW

Warner Bros.’ Barbie campaign was an opportunity to translate one of the world’s most iconic brands into a social experience that felt as playful, unexpected, and culturally relevant as Barbie Land itself. We built a vibrant creative language that celebrated nostalgia while inviting a new generation to participate in the conversation. Through bold storytelling, engaging content, and a distinct social voice, we helped audiences embrace the idea that Barbie isn’t just a character — she’s a feeling, a memory, and a world where everyone belongs.

ROLES

JUSTIN TIMMONS‍ | Art Director, Designer, Motion Designer

DIGITAL MEDIA MANAGEMENT‍ | Agency

WARNER BROS. PICTURES‍ | Client

OBJECTIVES

Transform one of the world’s most recognizable brands into a social experience that captured the excitement, nostalgia, and cultural impact of the film. The goal was to introduce audiences to Barbie Land, build anticipation for the theatrical release, and create content that resonated with longtime fans while inviting a new generation into Barbie’s world.

SOLUTION

We developed a bold social identity rooted in Barbie’s iconic visual language — blending vibrant color, playful storytelling, and character-driven moments to create an experience that felt unmistakably Barbie. By highlighting the film’s star-studded cast and embracing the personality of each character, we created content that encouraged audiences to participate, celebrate their inner Barbie and Ken, and become part of the cultural conversation.

BARBIE’S WORLD TOUR

As Barbie took the world by storm, we extended the global press tour into a social-first experience that kept fans engaged at every stop. Custom Instagram Stories, playful community management, and a behind-the-scenes TikTok Tour Diary series transformed premieres from Sydney to London into shareable moments, giving audiences an authentic look at the cast while sustaining excitement throughout the campaign.

RESULTS

The campaign delivered 62.8M engagements and 273.9M impressions across Instagram, TikTok, Facebook, and X, helping fuel Barbie's record-breaking theatrical run. The film became the biggest opening of 2023 before surpassing $1 billion at the global box office, cementing its place as one of the year's defining cultural events. Through a cohesive social strategy that extended every major campaign moment, we helped keep audiences engaged from the first trailer through opening weekend and beyond.