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 the right way to create advertising and marketing, similar 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 motion pictures – ought to come as no shock.

CMI’s chief technique advisor Robert Rose explains what Barbie can educate B2B entrepreneurs on this week’s CMI Information video. Watch it under, 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” during the last 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 unbelievable social marketing campaign, a product pairing with automobile corporations, 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 corporations created newsjacking content material to reap the benefits of it:

Newsjacking isn’t simply your opinion on information or developments

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 time period newsjacking, which entails injecting your concepts into breaking information. Newsjacking enables you to draft, like bicycle or auto racers may, 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 essential,” Robert says. “It’s not simply masking breaking information or offering your perspective on that information.

“To make newsjacking work, it’s essential to deliver your distinctive angle or standpoint in a method that motivates individuals to discover that angle.”

Newsjacking solely works if you deliver a singular standpoint that motivates individuals to discover your #Content material, says @Robert_Rose through @CMIContent. Click on To Tweet

Crocodiles and gin newsjacking examples

One well-known instance of newsjacking comes from Aviation Gin. After that disastrous Peloton advert that includes a husband giving a Peloton bike to his traumatized-looking spouse prompted vital information tales and social media posts, the Ryan Reynolds-helmed beverage firm discovered a technique to enter the scene (and steal the highlight). Aviation rapidly created an advert that includes the actress from the Peloton clip sitting at a bar with mates who inform her, “You’re secure right here,” earlier than all of them toast to new beginnings.


One in every of Robert’s all-time favourite newsjacking examples comes from an organization that issued then-president Barack Obama an insurance coverage coverage towards a crocodile assault 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 wherein a big know-how 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 wherein they share a imaginative and prescient for the state of the trade.

Earlier this yr, 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 Huge Search Battle: Bing vs. Bard.

Newsjacking is all about inserting your model standpoint in a method that makes individuals wish to share your take, says @Robert_Rose through @CMIContent. #ContentMarketing Click on To Tweet

Newsjacking isn’t about masking the information and even masking the information in regards to the information with the hope of latching onto a well-liked idea. To do newsjacking effectively, you’ll want to cleverly insert your standpoint, model, and even product into the information so different individuals wish 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


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