WeArisma in Drapers on successful Barbie x Brand x Influencer Collaborations

Greta Gerwig’s Barbie film “has driven brands, retailers and consumers across the nation into a state of Barbiemania”, with major fashion brands releasing their own Barbie-themed collections.

Using our analytics platform we took a look at the success of these brands’ influencer collaborations in driving brand media value.

“Boohoo’s media value from 1 March to 19 July was $26.3m (£21.9m), with $1.9m (£1.5m) of that being made up of content relating to their Barbie collection, released on 29 June.

Crocs’ global media value from 1 March to 19 July was $69.3m (£54m), with $1.2M (£904,000) of that being made up of content relating to  its Barbie x Crocs collection, which was announced on 11th July in the US.”

Read the full article here.