Promoting the movie of the year
Creating hype around one of the most anticipated movies of all time
Leading up to the release of the most anticipated movie of the year, we created hype and excitement around Warner Bros.’ ‘Barbie’ in Denmark through influencer marketing.
Martin Hachem, Marketing Manager at Warner Bros. Denmark
"Working with COPUS has been a great pleasure. The talented team worked tirelessly to meet our high demands. More importantly, they had a unique understanding of the space, the approach, the objectives and treated us like a partner as opposed to a client. We therefore look very much forward to working with COPUS again on future film releases".
We reached an audience of +2m people
01
Background
The new Barbie movie by Warner Bros. is undoubtedly one of the most anticipated movies of the year 2023, of the decade, and of all time. Directed by Greta Gerwig, and starring major actors like Margot Robbie, Ryan Gosling and Will Ferrell, the movie is the first major motion picture for Barbie, which has been a beloved global pop cultural phenomenon since 1959.
02
Approach
Ahead of the release on 20 July 2023, Warner Bros. Denmark wanted to create awareness and excitement around the movie in the Danish market. Drawing on our capabilities in influencer marketing, we conducted an influencer seeding project and shared Barbie-related gifts with some of the countries’ biggest content creators. They received Barbie dolls, merchandise, and an exclusive invite to the gala premiere in Copenhagen.
03
Goals
The goal was to create a big splash and make people in Denmark aware and excited of the upcoming movie.
04
Outcome
With the activation of 16 influencers, we reached a total accumulated audience of over 2 million followers. The theme was so well-received that many more influencers from across the country reached out to us wanting to become a part of the project.
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