We’re talking about B2B marketing lessons from Barbie with the help of the Director of Content Marketing at Mach49, Angelica Valentine. Together, we’re discussing why you should market your brand literally everywhere, how to deliver your content the “right” way, and utilizing and leveraging product placement.
If you don’t want to just create content, but you want to create iconic content, this episode is for you.
Though your brand might not be identifiable by the color pink, swirling font and long blond hair, there’s so much we can take away from Barbie, the movie. Because Mattel created branded content that has lasted for over six decades - and the new movie with Margot Robbie has rejuvenated the brand appeal. Barbie, the movie, was part of a power play that would transform Mattel from a toy company into an IP company that manages franchises. With that in mind, we’re taking a look at the movie that sparked so much anticipation around the world and brought in over $1.4 billion dollars globally.
We’re talking about B2B marketing lessons from Barbie with the help of the Director of Content Marketing at Mach49, Angelica Valentine. Together, we’re discussing why you should market your brand literally everywhere, how to deliver your content the “right” way, and utilizing and leveraging product placement. So put on something pink for this episode of Remarkable.
About our guest, Angelica Valentine
Angelica Valentine brings a decade of marketing experience to her role as Mach49’s Director of Content Marketing. She focuses on telling impact stories about the client outcomes and builds thought leadership programs to champion Mach49’s expert perspectives. From international event management to customer stories to social media campaigns, Angelica leverages traditional and experimental channels to help the world's best firms accelerate growth that matters.
Prior to Mach49, Angelica worked on the editorial team at fintech unicorn, Carta. She has also held marketing roles at several other B2B and B2C SaaS startups. In those positions, she focused on exponentially growing qualified leads by managing organic content marketing programs, securing media placements on sites like TechCrunch, and developing partnerships. Over the course of her career Angelica’s work has appeared on Forbes, VentureBeat, SAP, Hacker Noon, and more.
Angelica is an Oakland, California native and holds a BA in sociology and race and ethnic studies from Columbia University in New York City.
Mach49 is a growth incubator for global businesses. They partner with global businesses to build their growth engines through venture building, venture investing, strategic partnering, and targeted M&A.
About Barbie, the Movie
Barbie is about the classic toy having a wonderful time in her perfect world, Barbie Land, until she has an existential crisis. So she goes on a journey to experience the real world, and discovers the complexities of what it means to be truly human. The movie came out in 2023. It was directed by Greta Gerwig from a screenplay by herself and her partner, Noah Baumbach. It was produced by Margot Robbie’s production company, LuckyChap, for Warner Brothers in association with Mattel. It stars Margot Robbie as Barbie and Ryan Gosling as Ken, as well as Kate McKinnon, America Ferrera, Michael Cera, Issa Rae, Will Ferrell, and more.
The movie has broken many records, being 2023’s biggest opening weekend; the largest opening for a female director ever; Warner Bros.' highest grossing domestic release in history. Barbie has also become the highest-growing movie of this year - 2023 - having brought in $575.4 million in the U.S. as of this week, according to Variety. It has already grossed $1.3 billion globally. It was expected to make $55 million its opening week, but it made $162 million.
Mattel has recently launched Malibu Barbie cafés and announced partnerships with Bloomingdale’s, Crocs, and Hot Topic.
What B2B Companies Can Learn From Barbie:
*”Barbie was a movie that had something for everyone. Children could go, my fiance's nieces went, and they're five and eight and had a great time. Their mom went and cried, probably at the same point that I did. So I mean, there really was just something for everyone.” - Angelica Valentine
*”The holistic aspect of the marketing for this film definitely stood out to me. It seemed like there was no stone unturned. Like, if you like Birkenstocks or if you go to Burger King, there is something for you in this marketing campaign. I really feel like they thought of everyone.” - Angelica Valentine
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
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