Greta Gerwig’s Barbie film has ignited Barbiemania, with major fashion brands launching themed collections. Our analytics reveal Boohoo’s media value of $26.3M, including $1.9M from Barbie content, and Crocs’ $69.3M total, with $1.2M from its Barbie collaboration. Read the full article here.
Published On: July 28, 2023
Greta Gerwig’s Barbie film “has driven brands, retailers and consumers across the nation into a state of Barbiemania”, with major fashion brands releasing their own Barbie-themed collections.
Using our analytics platform we took a look at the success of these brands’ influencer collaborations in driving brand media value.
“Boohoo’s media value from 1 March to 19 July was $26.3m (£21.9m), with $1.9m (£1.5m) of that being made up of content relating to their Barbie collection, released on 29 June.
Crocs’ global media value from 1 March to 19 July was $69.3m (£54m), with $1.2M (£904,000) of that being made up of content relating to its Barbie x Crocs collection, which was announced on 11th July in the US.”
Read the full article here.
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Both influencer marketing and traditional advertising can achieve broad reach and foster trust—yet they do so with different strengths and challenges. Influencer marketing builds trust through personal, authentic endorsements that resonate with targeted audiences, often leading to higher engagement and a sense of community. Traditional advertising, on the other hand, leverages the credibility of established platforms and can quickly raise brand awareness across a wide audience.
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WeArisma is a specialist in precision earned media and influencer marketing trusted by leading brands and agencies globally. We leverage cutting-edge AI and unparalleled global data and insights to predict creative strategies that drive brand influence, grow communities, and optimize business results—removing guesswork, reducing risk, and ultimately driving real business growth.
