The Barbie film’s $800 million box office led to significant media value for brands. Zara topped the list with $6.8M, followed by Primark, ALDO, and Forever 21. Fossil’s Barbie content made up 24% of its media value, with Superga and Cotton On also benefiting. Influencer collaborations were crucial to these gains. Read the article here.
Published On: August 9, 2023
Barbie Film Boosts Brand Media Value
Barbie film global box office sales drove an impressive 800 million dollars but the economic impact fostered by the wave of Barbiecore goes way beyond this….
WeArisma analysed the Barbie X Brand X Influencer collaborations of 14 notable fashion brands, revealing the most successful partnerships in driving brand media value.
Zara rose to the top with its Barbie-related content delivering $6.8M in media value. This was followed by Primark ($4.6M), ALDO ($3.7M) and Forever 21 ($2.4M).
Fossil’s partnership saw its Barbie-related content accounting for 24% of its overall media value
amongst influential sources between March and July, which values the content generated by
influencers, celebrities and the press. This was followed by Superga (12.7%) and Cotton On (11%).
A common thread amongst these brands is that they collaborated with well-known influencers such as Alessandra (@aly_sf) unboxing a pair of Aldo’s Barbie heels on TikTok and Dominique
(@playygirldom) sharing her shopping experience at Forever 21 on TikTok, which helped to boost their media value.
Read the article here.
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