Defying Gravity: How Wicked Mastered Social Media Marketing
The film adaptation of Wicked has captivated audiences far beyond the silver screen. Through an innovative and meticulously crafted social media campaign, Universal Pictures created more than just a movie premiere—it launched a cultural phenomenon. The campaign saw Universal partnering with over 400 brands, including Starbucks, Lego, H&M, and Beis, surpassing Mattel’s Barbie, which featured 100+ collaborations. Universal’s marketing chief, Michael Moses, summed up the approach as aiming to be “just short of obnoxious,” reflecting the need to adapt to the death of “monoculture.” As Moses explained, “We live in an environment where monoculture doesn’t happen as it used to. So, you have to be everywhere. If you’re chronically online, you probably saw everything. But there are so many people who aren’t, and we needed to be wherever they were in their consumer journeys.” Combining strategic partnerships, engaging storytelling, and data-driven insights, Wicked set a new benchmark for how films can leverage social media to connect with audiences. We dug into the campaign, explored what brands can learn from it, and spoke with Miranda McWeeney, CEO of ListenFirst, to get her thoughts on the magic it created.
Building Anticipation Across Platforms
To generate excitement, Universal Pictures activated a multi-platform strategy spanning Instagram, TikTok, Twitter, and YouTube. Each channel delivered unique content tailored to fan engagement:
- Countdowns and Q&As: Interactive posts on Instagram and TikTok encouraged fans to feel part of the journey to the premiere.
- Teasers and Trailers: YouTube and Twitter hosted exclusive previews and behind-the-scenes clips, fueling intrigue.
- Unified Visual Identity: Across all platforms, the campaign featured Wicked’s signature green-and-pink aesthetic and iconic music, making its content instantly recognizable.
This approach not only broadened the campaign’s reach but also deepened audience engagement, fostering excitement months before the release.
By the Numbers: The campaign attracted over 1 million new followers (+970%) in six months, boosting the total social audience to 1.63 million.
“Universal’s ability to tailor content to each platform while maintaining a cohesive brand identity highlights a fundamental truth: audiences engage differently across channels. Brands that invest in platform-specific strategies see higher engagement and better ROI.” – Miranda McWeeney
Short-Form Video: Capturing Hearts in Seconds
Short-form video was central to Wicked’s social media strategy, with platforms like TikTok, Instagram Reels, and YouTube Shorts delivering bite-sized glimpses into the film’s world. From character moments to sneak peeks of musical performances, these videos captivated fans and kept them coming back for more.
- Video Highlights:
- “You can’t bring her down 💚🧹”: 15 million views and 2.8 million engagements.
- “Becoming Elphaba 💚”: 12.7 million views, offering fans a behind-the-scenes look at the iconic transformation.
“Short-form video isn’t just about attention-grabbing content—it’s about creating an emotional connection in seconds. Wicked’s strategy of blending character moments and behind-the-scenes glimpses demonstrates how to captivate audiences and keep them coming back for more.” – Miranda McWeeney
Overall Impact: The campaign amassed an extraordinary 227 million public video views (+999%), demonstrating the immense power of visually engaging short-form content.
Strategic Brand Partnerships: Expanding the Universe
Wicked’s marketing went beyond traditional promotions by embedding itself into fans’ everyday lives through strategic partnerships:
- R.E.M. Beauty: Ariana Grande’s cosmetics line launched a Wicked-themed collection, inspiring viral unboxing videos and tutorials.
- Spotify: Fans enjoyed curated playlists, blending nostalgia with anticipation for the movie’s soundtrack.
- Starbucks: Limited-edition Wicked-inspired drinks turned coffee shops into photo opportunities shared widely on social media.
These partnerships not only amplified the film’s reach but also created organic user-generated content that further spread Wicked’s magic.
What Worked: By aligning with culturally relevant brands, Wicked seamlessly integrated into lifestyle moments, keeping the film top-of-mind for its audience.
“Partnerships like those between Wicked and culturally relevant brands don’t just amplify reach—they embed the story into everyday life. This strategy creates moments of discovery for audiences, making the campaign feel personal and omnipresent.” – Miranda McWeeney
Cohesive Branding: A Magical Identity
One of the campaign’s greatest strengths was its consistent visual and thematic identity. From social media posts to merchandise packaging, Wicked maintained a cohesive aesthetic featuring its green-and-pink palette, whimsical bubbles, and beloved characters.
Key Metrics:
- Engagements: 42.3 million (+529%) across platforms.
- Top Post: “You can’t bring her down 💚🧹” with 2.8 million engagements and 115,700 shares, underscoring the power of visually stunning and emotionally resonant content.
Lesson for Brands: A strong, recognizable identity not only builds trust but also deepens emotional connections with your audience.
Top-Performing Social Media Posts
The campaign’s top five posts highlight key elements of its success:
- “You can’t bring her down 💚🧹”: Empowering tagline paired with iconic visuals; 15 million views, 2.8 million engagements.
- “The magical event of the year arrives November 22!”: Nostalgic messaging drove 1.8 million engagements and 14.6 million views.
- “What is this feeling so sudden and new?”: Leveraged beloved music to engage fans emotionally; 12.1 million views.
- “We know about popular. 🎵”: Humor and charm inspired 1.4 million engagements and 16.7 million views.
- “Becoming Elphaba 💚”: Behind-the-scenes content showcasing the transformation process captivated fans; 12.7 million views.
Key Insights: These posts combined nostalgia, empowerment, and creativity to spark widespread engagement and shares.
Viral Moments: Amplifying Reach Organically
A pivotal moment in the campaign occurred during a press tour interview when journalist Tracey E. Gilchrist told stars Cynthia Erivo and Ariana Grande that fans were “holding space” for the empowering lyrics of “Defying Gravity.” The emotional and somewhat perplexed reactions from the stars led to a viral meme, with social media users humorously applying the phrase to various contexts.
This organic viral moment extended the campaign’s reach, engaging audiences beyond traditional marketing channels and showcasing the power of authentic, unscripted interactions.
Lesson for Brands: Embrace and leverage unexpected viral moments to humanize your brand and connect with audiences on a deeper level.
“Brands often overlook the power of organic moments, but these unscripted interactions can humanize a campaign and extend its reach exponentially. Wicked’s success here is a reminder to stay agile and lean into the unexpected.” – Miranda McWeeney
Data-Driven Success
The campaign’s impressive metrics within 6 months of the premiere underscore the effectiveness of its strategy:
- Follower Growth: Over 1 million new followers across platforms (+970%).
- Engagements: 42.3 million total interactions (+529%).
- Public Impressions: 30.9 million impressions on Twitter alone (+230%).
- Public Video Views: 227 million total views (+999%).
Despite a slight dip in response rate (45.18%, -29%), these numbers highlight the campaign’s ability to drive buzz and build community on an unprecedented scale.
Key Takeaways for Brands
The Wicked campaign provides a roadmap for creating impactful social media strategies:
- Be Multi-Platform Savvy: Tailor content to different platforms while maintaining a cohesive identity.
- Leverage Short-Form Video: Capture attention quickly with visually dynamic and emotionally resonant content.
- Collaborate Strategically: Partner with brands to expand your audience and create cultural relevance.
- Stay Consistent: A cohesive visual and thematic identity builds trust and recognition.
- Embrace Viral Moments: Leverage unexpected viral content to humanize your brand and extend reach.
- Track and Optimize: Use data to refine your approach and measure success in real time.
Final Thoughts
The Wicked social media campaign redefined what movie marketing can achieve, blending creativity, strategy, and data to create an immersive, unforgettable experience for fans. By embracing multi-platform engagement, leveraging short-form video, partnering with culturally relevant brands, and capitalizing on organic viral moments, Universal Pictures didn’t just promote a film—it built a movement.
The campaign’s success lies in its ability to make fans feel like active participants in the story. From nostalgic nods to the original musical to behind-the-scenes insights and interactive content, Wicked turned its audience into co-creators of its magic. And with staggering metrics like 227 million video views, 42.3 million engagements, and 30.9 million impressions, it’s clear the campaign resonated far and wide.
For brands, Wicked offers invaluable lessons: focus on emotional storytelling, maintain a cohesive brand identity, and embrace the unexpected. Whether you’re launching a product, building a campaign, or promoting an event, these strategies provide a roadmap for connecting with audiences and creating moments that truly resonate.
The Wicked campaign didn’t just defy gravity—it set a new standard for capturing and inspiring audiences in the digital age.
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