Blog post By Paula Chiocchi on 2023-08-23
According to Digital Marketer, the success of this summer’s Barbie movie was driven by “captivating storytelling, stunning visuals…and positive messages promoting empowerment and self-expression.” Not to mention a winning marketing campaign.
Whether you liked the movie or not, it was a reminder of what good marketing looks like. For starters, the campaign played into the varied interests of the movie’s target audiences, using nostalgia to resonate with Baby Boomers and modern themes to appeal to younger audiences. To reinforce its brand message across diverse segments, Mattel (the toy company that makes the iconic doll) also employed omnichannel marketing in extraordinary ways.
After seeing Barbie campaign elements go viral all summer long, I got to thinking about the challenges of a modern channel strategy. Most marketers don’t have a budget the size of Mattel’s, which is why making the right channel decisions can be overwhelming, especially as 61% of companies have increased the number of channels they use, according to Harvard Business Review.
To optimize how you approach your omnichannel strategy, here are four Barbie-inspired moves – right out of our OMI playbook – that suit today’s complex omnichannel landscape:
Other aspects of media activation involve tracking and analyzing the various ads. It takes specialized expertise to know which strategies deliver the best results for a campaign – such as the use of deterministic vs. probabilistic methodologies for targeting an individual (not a company or a household).
Because media activation is complex, many agencies and internal teams hire in-house or external experts to handle all of these activities. It’s critical to get good guidance from these experts because a lot is at stake. Costs are high and so is the risk for ad fraud and ad waste. Above all, marketers need media activators they can trust to ensure the right channels are selected, the right audiences are targeted, and that ROI is achieved.
Transparency in the media buying process also includes reliable performance measurement and reporting, which enables marketers to make data-driven decisions and optimize their campaigns for maximum ROI. You can read more about the challenges around measurement – as well as emerging solutions -- here.
At OMI, we use automatic triggers that are sent within 24 hours of the first contact. As an example, we recently executed a two-pronged channel strategy for a client. It included sending emails and serving digital ads to the same targeted audiences. Users who engaged one channel were automatically "triggered" to get a follow-up message or ad on the other channel within 24 hours. This strategy is unique to OMI and was one of the most significant reasons behind the campaign's success. You can read more about it here.
At OMI we have deep experience with omnichannel campaigns. We know how to identify the right prospects at scale and we have the media activation expertise to choose the best channels, optimize your sequencing, and more. Even Barbie would be impressed. J
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