Close this search box.

The Barbie Phenomenon: What is the SEO Value of the Campaign?

The barbie movie marketing phenomenon and it's SEO value.
I am Nick, a B2B & SaaS marketer with a focus on SEO, content, and techstack marketing. 
I created the Marketing Experts Hub to simply explain marketing, cover business topics, and software for marketers with a pinch of opinion.
If you want to stay in touch and learn more, sign-up to my newsletter and follow me on LinkedIn, where I post interesting my learnings and interesting industry news.

Table of Contents

What is the SEO value of the Barbie campaign?

Semrush released the numbers of the “Barbie Phenomenon” on LinkedIn a few days ago.

The marketing value of the Barbie movie & campaign at social media, seo, and public relations.

Social Media

The marketing campaign for Barbie the Movie have generated a lot of social media buzz.

For Instagram:

  • +119.9% engagement
  • 661K more followers

For Facebook:

+182.6% engagement

+14.576 more followers

For Twitter:

+427,949 more engagements


The Barbie campaign also generated a lot of SEO value for Mattel / Barbie:

  • 494K new backlinks for
  • 2.6M monthly searches for the keyword “barbie”
  • 440K monthly searches for “barbie the movie”

Let’s break down the numbers:

🎬 The movie cost $145 million.
🎯 Assuming $100 million at least for the marketing campaigns as well.

The return was:
🔗 494K backlinks
📷 2.6M brand searches
🎬 440K barbie the movie searches

Now, assigning a monetary value for the SEO.

🔗 Backlinks: $24.7M

The average backlink for SEO would cost $300, high-value, targeted, medium+ quality sites. However, those are brand mentions.

A brand mention campaign would get a link with an average cost $20-$50.

Because Barbie the movie will get mentions from big publications as well, I will assign the highest value here $50.

📷 Brand searches: $1.3M

Semrush gives the keyword “Barbie” a CPC cost of $0.73, while Keyword Planner gives an estimation of $0.05 – $0.61.

Let’s go with an estimate of $0.50 of brand value here.

🎬 Barbie the movie searches: $880K

Semrush here gives the keyword “barbie the movie” a CPC cost of $2.68 while Keyword Planner a $0.13 – $1.35.

I will average these out to $2.

These are very high commercial terms from people looking to get a ticket, news, but also toys and memorabilia.

💰 Box Office: $150M

And, to be fair, Mattel, Inc. is eyeing a box office + toy sales and brand deals from this.


Would I spend $245M in a movie, brand & promo deals, and movie marketing campaigns for getting back $27M of SEO value in a month?

Possibly no.

BUT, SEO works by bringing recurring traffic, and the value of the organic searches will not subside, it’s going to grow.

Mattel is going to break-even of their investment pretty fast, and along with that they have generated a huge amount of public relations and brand awareness that will keep giving.

Related Posts
The cover image of "What is attraction marketing" showing a human stick figure holding a magnet towards the title.

What is Attraction Marketing?

Attraction marketing is a modern marketing strategy that emphasizes building connections with potential customers by offering value and engaging content before promoting a product or

Read More »
Find all the country tier 1 lists in this article. The image is a cover depicting the globe and having the title "tier 1 countries" with an orange background.

Tier 1 Countries

When budgeting for ad campaigns for international businesses, advertisers tend to prioritize their spending to Tier 1 countries. These are the most valuable countries due

Read More »
Find all the country tier 3 lists in this article. The image is a cover depicting the globe and having the title "tier 3 countries" with an orange background.

Tier 3 Countries

Tier 3 countries in advertising are the least desirable, and are mostly developing economies with citizens that have limited or no disposable income. These are

Read More »
Find all the country tier 2 lists in this article. The image is a cover depicting the globe and having the title "tier 2 countries" with an orange background.

Tier 2 Countries

Tier 2 countries in advertising are good economies with average salaries and disposable incomes. They are less desirable than Tier 1 but come with lower

Read More »
A cover image of what is parasite seo.

What is Parasite SEO?

Parasite SEO is the strategic placement of articles or pages on websites with high authority with the purpose of ranking high in Google Search Results

Read More »