Women’s sports are more popular today than they’ve ever been. From USWNT to the WNBA, from Megan Rapinoe to A’ja Wilson, female sports and athletes are making waves and perhaps more importantly, they’re being celebrated today more than ever before. The WNBA, for example, has seen viewership go up by 183% from the previous season! Clearly, there’s been a surge and it doesn’t look like it’s stopping anytime soon.
And it’s not just sports, either. Women are making headlines in so many different industries and arenas. So it shouldn’t come as a surprise when one institution that’s leading the charge in women’s sports and another that’s trying to shape the perspective of the next generation of inspirational women join hands to create an experience that engages with multiple demographics.
That’s exactly what the WNBA and Mattel did at the August 30 game between Indiana Fever and Chicago Sky because, for one night only, the WNBA was living in a Barbie world (admit it, you kinda sang the ‘Barbie World’ song in your head just now, didn’t you?).
Debuting their latest campaign, “Give Limitless Possibilities”, Mattel wanted to use the popularity that women’s sports, the WNBA in particular, has been experiencing and make it a part of Barbie’s brand messaging. Being one of the most anticipated sporting events of 2024, post-Olympics, this collaboration or partnership isn’t just interested in appealing to kids, who are the target consumers for the doll brand which is estimated to be worth $700 million as of 2023.
But before we get into the logistics of the WNBA’s Barbie Night and what these two institutions brought to life on one August evening, let’s take a quick look at how they made it to the big leagues.
Barbie’s journey across the decades
Created by Ruth Handler, the idea for “Barbie” came about when Handler realized her daughter didn’t have enough choice when it came to the types of toys she could play with and young girls then were only imagining themselves as homemakers (something that Barbie would actively try to change in the decades to come with their dolls).
So she came up with the idea for what is now known as “Barbie”—an adult doll—and pitched it to an unenthusiastic Mattel. Even though it wasn’t well-received, she persisted and on March 9, 1959, Barbara Millicent Roberts debuted at the American Toy Fair in New York. Despite pushback from male retailers and executives, Barbie went on to become a huge hit with over a billion dolls sold to date, making it Mattel’s most profitable line.
And its influence hasn’t been limited to the playrooms of kids around the world. Remember, the Barbie movie from 2023? You know, the one that went on to make USD 1.4 billion and became the highest-grossing movie of the year? Well, it turns out that even after more than 60 years, the doll’s still got it.
But enough about Barbie; there’s another big brand at play that we should probably get into.
The WNBA and the world’s best talent
On April 24, 1996, the NBA Board of Governors approved the Women’s National Basketball Association and they officially began play a little over a year later in June 1997. Since then, the WNBA has celebrated 28 seasons and has made a home for some of the world’s best women’s basketball players like France’s Leïla Lacan and Australia’s Nyadiew Puoch. It quickly went on to become the most successful American women’s pro sports league ever.
Similar to the NBA, the WNBA consists of franchises, which until 2002, were owned by the NBA. Players like Lauren Jackson, Rebecca Lobo, and Lisa Leslie brought the WNBA some much-needed popularity, which today is being carried on by the likes of A’ja Wilson and Caitlin Clark.
With the influence that each of these two brands brings to the table and the common goal they share of empowering kids to dare to live out their wildest dreams, the collaboration was going to build on the momentum, creating curiosity, imagination, and confidence.
Now we’re back to the WNBA’s Barbie Night
In April 2024, Barbie celebrated its 65th anniversary and to celebrate, they launched a new campaign that focused on parents supporting their children to realize their potential. The “Give Limitless Possibilities” brand campaign debuted at the WNBA game at the Wintrust Arena on August 30 where Chicago Sky battled Indiana Fever.
Here’s how the partnership was a big deal for each brand’s marketing campaigns.
Sue Bird unveils the campaign
If you’re a fan of the WNBA, you know who Sue Bird is. In case you’re not, she was the 2021 USA Basketball Female Athlete of the Year. Won Olympic Gold in 2004, 2008, 2012, 2016, and 2020. Won the 2002, 2010, 2014, and 2018 FIBA World Cups. R. She won the William Jones Cup in 2000 and the 2007 FIBA Americas Championship. These are just a fraction of the awards she’s won in her 19-year career in the WNBA. Oh, and she’s also the 2024 Barbie Role Model—and she has her own Barbie doll. No big deal.
Barbie called on the WNBA legend to unveil their new campaign which asks a very simple, but compelling question: “If you could give the kids in your life anything, what would you give them?”
The genius here was that Sue Bird isn’t just a role model when it comes to the WNBA; she’s also a role model in her own right and Barbie partnering with Bird to launch the campaign made perfect sense. Oftentimes, brands choose big names or influencers that don’t really have a connection with the core message or product they’re selling, making it that much harder for consumers to get behind the brand.
With Bird being a big name and also complementing the core values that the WNBA and Barbie were hoping to tie in for this night, there’s no doubt that the 19-year WNBA veteran was the right choice.
Focus on customers—and consumers!
Marketers, you know the difference between these two and it’s an important one—especially when it comes to kids. The WNBA and Mattel understood the task and that’s why Barbie leaned into a campaign that struck a chord with parents, gift givers, caretakers, or even those who just want to get something fun that has an element of inspiration.
The purpose of the campaign was to send a message of empowerment but Mattel is just like any business—bottom line matters. So they also wanted to target the upcoming holiday season. So while the WNBA served as the perfect starting point, don’t expect these limitless possibilities to drown out as they’re planning to use digital media platforms heavily in the coming months!
For marketers, this is important, especially if your end consumer isn’t your customer. Parents want their kids to have the best things in life and be the best they can be. By showcasing that gifting something like a Barbie doll can help them achieve those dreams or at least give them hope that it’s a possibility, their brand purpose becomes strong and inspires the next generation.
Give the people (or in this case, the kids) what they want!
You can’t have a WNBA Barbie Night without a few knick-knacks and treats for the kids! After all, you’re trying to woo your key target audience. Custom Barbie x Chicago Sky sherpa belt bags were handed out along with co-branded shirts to the first 2,000 fans to enter the arena.
Fans also had a chance to get a Barbie-themed photo opp and get their hair braided at braiding stations.
The activations were meant to bring in organic engagement on social media for the brand and by all accounts that seems to have worked with the WNBA Barbie Night saw an average of 2.25 million viewers on CBS and was the most viewership for any WNBA game on any network over the last 20 years. Tickets weren’t cheap either and went for up to $9,000 in secondary markets.
Barbie has always been a trailblazer, going from its initial dolls centered around princesses and swimsuit dolls to today, being the toy maker that has spread its reach celebrating women of all colors, orientations, cultures, ethnicities, and more. And it doesn’t seem to be slowing down.
Want to create your own WNBA x Barbie effect?
Then you need to stop thinking about just the people who are using your product and also think of the people who are buying your products. Barbie used its partnership with the WNBA to not just target kids; they understand that parents and other adult influencers are just as important because they’re the ones buying Mattel’s toys for their kids. Therefore, your marketing strategy needs to consider them as well.
So if your values aren’t matching up with the people spending the big bucks, you’ve got a problem.
FAQs
Why is it important to tailor digital marketing campaigns for different audiences?
Tailoring campaigns ensures that the content resonates with specific audience segments, leading to higher engagement, conversions, and customer satisfaction. Different audiences have varying needs, preferences, and behaviors that influence how they respond to marketing efforts.
What are some effective ways to engage younger audiences in digital marketing?
To engage younger audiences, focus on mobile-optimized content, use platforms they frequent (such as TikTok or Instagram), and create visually engaging, authentic, and interactive content. Incorporating influencers and user-generated content also resonates well with this demographic.
What role does social media play in engaging different audience groups?
Social media platforms cater to different audience types, so using the right platform is key. For instance, LinkedIn works well for professionals, while Instagram and Snapchat are more effective for younger users. Tailoring your message to the tone of each platform increases engagement.