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 plenty of content material about how one can create advertising and marketing, identical 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 films – 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 preserve 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” over the past 22 years. In fact, 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 twenty years.

It included an unimaginable social marketing campaign, a product pairing with automobile firms, an Xbox-themed console, a Barbie-themed resort that hosted forged interviews, and an precise Barbie Dreamhouse in Malibu listed on Airbnb. The advertising and marketing and experiential design has been nothing in need of 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 reap the benefits of it:

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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 typically about newsjacking.

Over a decade in the past, David Meerman Scott popularized the term newsjacking, which includes injecting your concepts into breaking information. Newsjacking allows you to draft, like bicycle or auto racers would possibly, 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 necessary,” Robert says. “It’s not simply overlaying breaking information or offering your perspective on that information.

“To make newsjacking work, you will need to deliver your distinctive angle or standpoint in a means that motivates individuals to discover that angle.”

Newsjacking only works when you bring a unique point of view that motivates people to explore your #Content, says @Robert_Rose via @CMIContent. Click To Tweet

Crocodiles and gin newsjacking examples

One well-known instance of newsjacking comes from Aviation Gin. After that disastrous Peloton ad that includes a husband giving a Peloton bike to his traumatized-looking spouse prompted important information tales and social media posts, the Ryan Reynolds-helmed beverage firm discovered a method to enter the scene (and steal the highlight). Aviation shortly created an ad featuring 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 policy against a crocodile attack throughout his go to to Australia. It earned plenty of mainstream media protection.

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

Earlier this 12 months, Google tried some newsjacking of the eye Microsoft had earned with for Bing AI bulletins – and let’s simply say the consequence 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 brand point of view in a way that makes people want to share your take, says @Robert_Rose via @CMIContent. #ContentMarketing Click To Tweet

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

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

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