The Use of AI as a Tool for Marketing Communication Campaigns: Applied Study of Barbie Selfie-Generator.

Ana Canavarro; Irma Imamovic

The Use of AI as a Tool for Marketing Communication Campaigns: Applied Study of Barbie Selfie-Generator.

Ana Canavarro, Irma Imamovic

Abstract

This paper analyses the essential role of artificial intelligence (AI) in altering marketing communications and brand management through successful Barbie film promotion. Using the Barbie film promotion as an applied study, this paper conducts a systematic literature review using the PRISMA model to investigate the advancement of AI and its developing applications in marketing communications and brand management. To get a better understanding of how AI may be strategically applied to increase audience engagement and brand exposure, the study examines credible blogs, magazines, and scientific publications. Greta Gerwig's film, released in July 2023, surpassed $1 billion in global movie box office earnings and significantly boosted Barbie sales by 16%. The multi-channel marketing campaign effectively reinforced Barbie's iconic status and built strong viewer relationships by utilizing AI and virtual/augmented reality technologies to create captivating online experiences. The "Barbie Selfie Generator," an AI tool created in conjunction with PhotoRoom, was at the heart of this initiative, allowing users to create viral content by turning personal images into Barbie-themed character posters. To boost consumer engagement and brand loyalty, this study highlights the useful advantages of using AI into marketing strategies. This study highlights the significant influence of AI on audience engagement and brand management, and demonstrates how AI might be used to differentiate in crowded markets and achieve significant marketing success.

DOI: https://doi.org/10.54663/2182-9306.2024.SpecialIssueMBP.36-54

Keywords

Artificial Intelligence, Marketing Communications, Brand Management, Brand Awareness, Barbie Campaign

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References

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