Barbie Global Streaming Premiere on Max

The Ask:

Hi, Barbie! My team was tasked with merchandising the pink and perfect global phenomenon. Beyond putting a spotlight on the film, our main goal was to reduce churn for the hundreds-of-thousands of new subscribers we anticipated signing up for Max to watch Barbie.

Strategy:

Thanks to prior learnings and testing, we knew that elevating campaigns on the homepage increased CTP engagement and overall content hours viewed. Given the attention of the streaming premiere, we went big and bold with our first-ever homepage takeover on Max. Our top-level strategy in tl;dr form:

• Homepage takeover to make it one-step to watch or discover shoulder content

• Pulse at premiere during family-viewing moments during holidays and New Year’s

• More “extras” visibility, continue to elevate well-performing cast and creator-adjacent titles

• Show off library depth with variety — less tied to genre and concept as in previous campaigns

• Interactive component with more delight, less surprise

Homepage Takeover:

The biggest flex we’ve ever pulled off. We went totally pink on the Max homepage — even tweaking the logo. The web experience actually included a sparkle wand for the mouse, while custom art on the takeover made it clear when users were “entering” and “exiting” Barbie Land. And unlike previous iterations, the interactive element used character key art to gamify the user experience en route to affinity content.

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