O fenômeno Barbie: análise das principais estratégias de marketing do filme “Barbie” e sua influência no público jovem universitário manauara.

Abstract

Considering the success that the live-action Barbie doll had in 2023, combined with the lack of academic studies on this topic, research is carried out on the Barbie phenomenon, in order to analyze the main marketing strategies of the film “Barbie” and its influence on the young university public in Manaus. To this end, it is necessary to investigate Barbie's transformation over the years and the impact of this process on Mattel's sales, highlight the manifestations of nostalgic marketing and co-branding used in promoting the film, understand the role of social networks in customer engagement film and identify how these marketing strategies affected the perceptions, attitudes and behaviors of young university students in the city of Manaus. An applied research is then carried out, with an exploratory and descriptive objective, with a qualitative approach, using a case study, bibliographic and documentary research, in addition to an online questionnaire. Given this, it appears that nostalgic marketing shows a positive result by affecting the perceptions of the studied public and co-branding does not perform well, which is noticeable due to the low adherence to licensed products. Furthermore, it is noteworthy that, in Manaus, the female audience is the biggest consumer of the film and the clothing sector is the most adept of the Barbie phenomenon, which requires the observation that this phenomenon had its due relevance and influence under the young university audience in Manaus supported by marketing strategies aimed at this target audience.