Barbie Soundtrack

Released on the heels of the global phenomenon that was the Barbie movie, the soundtrack featured heavy hitters across pop and hip-hop. While each track had Barbie in common, they spoke to different fandoms and incorporated different genres. We were tasked with driving the creator strategy that would give each track its due while ultimately keeping it part of the wider Barbie tapestry.

When the soundtrack listing was released, a prominent 'me and the boys on our way to watch Barbie' meme was coursing through social media. Leaning on this theme we used prominent builder influencers to recreate the meme and call out the soundtrack — our posts generated buzz around the big names featuring on the album.

Ahead of the full album release, two singles were already out and growing. Our tech flagged that a dance trend was moving the needle on one track, so we leaned into it with high-virality dance creators — creators who usually get 20k views achieved well over 1 million. On another, a lip-sync transition trend was driving growth, so using prominent creators in the Rap & RnB space we pushed this creative and daily creations increased by 300%.

Once the album and film came out, the digital narrative evolved — our tech showed one of the ballads had gained massive momentum after opening weekend, so we matched its tone with comedy creators on a brief focused on existential themes.

The album was massively successful, debuting at #1 in the UK and #2 in the US, with 3 tracks simultaneously in the UK top 5 — a huge cultural talking point of the summer.