Google推广如何助力"多巴胺穿搭"引爆全球DTC品牌营销
近期社交媒体上最火爆的时尚趋势非"多巴胺穿搭"莫属。这种通过高饱和度色彩搭配营造愉悦感的穿搭风格，截至6月底已在小红书累计3.5亿阅读量。Google推广数据显示，相关关键词搜索量同比增长320%。
While "dopamine dressing" is trending in China, the international fashion scene has its own version - Barbiecore. Characterized by vibrant fluorescent pink hues, Barbiecore was named the top fashion trend of 2022 by Lyst, with the #barbiecore hashtag amassing 390 million views on TikTok. Google Ads campaigns have played a crucial role in amplifying this trend globally.
国际奢侈品牌纷纷加入粉色浪潮：华伦天奴(Valentino)将芭比粉作为品牌代表色，举办多场粉色主题大秀。这一营销策略效果显著，Google推广数据显示其品牌搜索量增长215%，使品牌在Lyst热门品牌排行榜上从第11位跃升至第5位。
The viral power of Barbiecore was demonstrated when a TikTok user with just 5,000 followers posted a video about a Zara pink dress, which garnered 8 million views in one week. This led to a surge in Google searches for "Zara pink dress" and the product quickly sold out. Smart Google Ads bidding strategies helped capitalize on this organic traffic.
芭比电影推动粉色复兴：即将上映的真人版《芭比》电影是这一趋势的重要推手。去年6月Margot Robbie的芭比造型剧照流出后，Google推广数据显示TikTok上粉色服装搜索量暴增416%。
The trend has expanded beyond fashion into beauty, home decor, and lifestyle products. DTC brands like Béis (luggage), MeUndies (underwear), and Swoon (beverages) have all launched limited-edition Barbie collections. According to Mattel, over 100 brands have released Barbie-themed products, with Google Shopping ads driving 40% of their online sales.
中国出海品牌PatPat在八周年之际推出"Barbie x PatPat"联名系列，并联合TikTok KOL Bruna Barbie进行推广，相关视频播放量突破100万次。Google推广专家指出，这种"社媒+KOL+搜索广告"的三维营销模式效果最佳。
Australian fragrance brand Glasshouse's "Barbie Dreamhouse" candle sold out immediately upon launch at Bloomingdale's. Another premium candle brand Homesick reported a 90% increase in website traffic on the day of their Barbie collection launch, despite it being the slow season for candles. Their Google Ads campaign achieved an impressive 5.8 ROAS.
在美妆领域，洗护品牌Chi和护肤品牌Truly都推出了芭比联名系列。Chi品牌表示，虽然未公布具体销售数据，但通过Google推广的精准投放，联名系列通常都会在48小时内售罄。
营销启示：这一现象展示了色彩营销的强大力量，以及影视IP与时尚趋势的完美结合。对于DTC品牌而言，Google推广是抓住这类病毒式传播趋势的最佳工具，能够快速提升品牌曝光和销售转化。
Marketing Insight: This phenomenon demonstrates the power of color marketing and the perfect synergy between film IPs and fashion trends. For DTC brands, Google Ads provides the most effective platform to capitalize on such viral trends, rapidly boosting brand exposure and sales conversion through precise targeting and smart bidding strategies.
