August Right Now Report

We created the Right Now Report to give you the high-level updates you need without the unnecessary clutter. In the August Report, we explore the Barbie marketing campaign, social media updates and year-end communications.

Lessons learned from the Barbie marketing campaign…even if you don’t have $150 million to spend

The marketing budget for the 2023 live-action Barbie movie is estimated to be between $100 million and $150 million. While that’s not an unheard-of amount of money for a Hollywood blockbuster, it’s unimaginable for small organizations and nonprofits.

The Barbie marketing campaign has utilized conventional strategies like TV commercials, print ads and social media campaigns, but also unconventional strategies like the creation of a real-life Barbie Dreamhouse that was available to rent on Airbnb and a partnership with Ulta Beauty that included a limited-edition makeup collection from NYX Professional Makeup, a Barbie-themed salon pop-up offering Barbie Blowouts and sweepstakes to win a trip to the Barbie Dreamhouse. The marketing campaign has been designed to reach a broad audience, including children, adults and collectors of the Barbie brand.

Here are some tactics from the Barbie team that you can use to elevate your mission: 

  • Partner with organizations and brands. The Barbie team partnered with a number of brands from Airbnb and Crocs, to promote the movie. Even if you don’t have Airbnb on speed dial, you can reach a wider audience by collaborating with like-minded organizations and local brands.
  • Create user-generated content. The Barbie team encouraged fans to create their own content, such as photos and videos, using the hashtag #BarbieMovie. Think about how you can create unique opportunities like this to get people talking about your organization – make it easy for your community to share your posts and create their own content. 
  • Tap into your existing community. The Barbie team had a large and loyal following already in place. If you have a small but engaged community, lean in to their passion and ask them to spread the word about your organization and mission. 
  • Be creative. The Barbie team came up with some truly unique and innovative ways to promote the movie. Don’t be afraid to think outside the box and come up with your own creative ideas.

While you might not have the budget of a multimillion-dollar movie, these lessons can be adapted to fit your resources and goals.

High-level social media updates

The July Right Now Report was packed full of social media updates so we’ll keep it short and sweet this month with just a few bullet points:

  • Twitter is now called X and the iconic blue bird has been replaced with an X.
  • Meta’s newest social media platform Threads reached 100 million members in just five days. This is the quickest user growth for a new social media platform ever recorded.
  • TikTok announced a new music licensing agreement with Warner Music that provides users access to Warner Music’s catalog of songs in their videos.
It’s not too early to start thinking about year-end communications

It’s always a good idea to plan ahead, especially when it comes to year-end communications. Ideally, you should begin brainstorming and outlining your strategies as soon as possible to give yourself enough time to develop a comprehensive plan and execute it effectively. Year-end communications are crucial for nonprofits, especially if you follow a traditional fundraising calendar, as many donors are motivated to give for tax-deductible purposes.

Crafting a compelling message requires thoughtful consideration and time. To refine your narrative, collect success stories and create emotionally resonant content that connects with your audience. Developing a comprehensive multichannel strategy takes coordination and time, so starting early is key to maximizing your reach and impact Delivering year-end communications through various channels such as email, social media, direct mail, website and more is important to reach a wider audience. 

 To enhance the effectiveness of your year-end communications, consider conducting A/B testing on different messages, visuals and delivery methods. A/B testing is a method of comparing two versions of messaging or content to determine which one performs and converts better. Some examples of A/B testing include testing different donation page layouts or call-to-action buttons in your emails. Start with a small test and focus on one variable. By starting early, you can gather data and make data-driven decisions to optimize your campaign. 

Keep in mind that early planning and preparation are essential for a successful year-end communication campaign. Take the time to strategize, create compelling content and establish strong connections with your donors to ensure a successful year-end giving season.

If you have any questions about these topics or would like support in implementing these trends in your own marketing strategy, we’re here to help. We’re committed to helping you navigate the ever-changing landscape of digital marketing with ease.

We’d love to hear from you! Reach out to us today to explore how working with Right Relations can help you stay ahead of the curve and bring joy back to your marketing efforts.

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