Barbie Lessons in Scaling Marketing

Everyone and their CMO is chasing virality on social media. It seems we still collectively reside in the early 2010s mindset of “If the content’s good enough, it can and will reach millions”. 

However, between shifting algorithms, pay-to-play platforms, and rising competition, dominating cultural zeitgeist means you have to invest either money, resources, time, and sometimes, all three, to blow up.

In this episode we ask ourselves: is dominating culture even possible without scale?

Here’s what we discuss:

• The Barbie effect and whether it is repeatable or a one-off phenomenon
• Community over scale and the shift to two-way conversations with audiences
• How to study successful viral content to unveil the mechanisms that led to its popularity.

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