Soaring onto the big screen awash in pink & green (because they go together so well!) Wicked marketing magic has revitalized the long adored story of Oz and introduced a truly inspirational promotional campaign. Universal Pictures’ promotional efforts for this beloved musical-turned-blockbuster have been nothing short of captivating, combining strategic partnerships, cultural zeitgeist, and jaw-dropping creativity to craft a campaign as enchanting as the land of Oz itself.
As marketers, we know that good marketing isn’t just about grabbing attention – it’s about creating connections and delivering results. With Wicked, Universal’s innovative approach is proof that good marketing isn’t only somewhere over the rainbow – it’s right in front of us.
A Campaign That Cast a Spell
From emerald-tinted ads to collaborations with household brands, the Wicked marketing campaign tapped into diverse industries to amplify its reach and enchant audiences globally. Consider these staggering stats:
- $27 million in media impact value (MIV) for fashion brands.
- 60% surge in searches for Wicked since February 2024.
- 25 billion impressions globally and 2 billion shopper interactions.
These numbers aren’t just impressive – they’re a testament to the power of a well-executed, cross-platform strategy that meets audiences where they already are, offering approachable interaction and genuine engagement.
Tapping Into Cultural Trends
At the heart of Wicked’s marketing magic lies its ability to weave itself seamlessly into pop culture and everyday life. From home and beauty products to music and collectibles, the campaign’s partnerships were carefully designed to appeal to the film’s multigenerational fanbase:
- MAC Cosmetics created a limited-edition makeup line inspired by Elphaba’s bold greens and Glinda’s dreamy pastels, enchanting beauty lovers with a touch of Oz.
- Spotify leveraged the film’s legendary soundtrack to engage music lovers with exclusive playlists and sneak peeks, letting fans hum along to the magic before the movie even hit theaters.
- Funko Pop, Mattel, and LEGO brought the magic to life for collectors and families alike, proving that the charm of Oz transcends the screen and becomes a part of life for fans everywhere.
This creative alignment with cultural touchpoints doesn’t just make Wicked a movie – it makes it an immersive experience.
Delivering ROI with Purpose and Panache
For any campaign, Return-On-Investment (ROI) is the ultimate measure of success. Less than a week after its release, Wicked delivered spectacular figures, including:
- An 189% increase in Depop searches for “Wicked” between September and October.
- A 411% spike in searches earlier in the year, proving the campaign’s ability to sustain long-term buzz.
What’s the lesson here? Strategic partnerships and multi-touch storytelling can turn a promotional campaign into a cultural phenomenon, driving tangible results that resonate with audiences and shareholders alike.
But Why Does It Matter?
The Wicked marketing campaign is a masterclass for business owners and fellow marketing enthusiasts to take inspiration from:
- Leveraging partnerships: Align your business & brand with complementary industries to expand reach and tap into new audiences to organically develop market bases.
- Engagement across platforms: Meet your audience where they are – whether that’s on the radio, while shopping, or when scrolling through apps.
- Creating cultural relevance: Don’t just sell a product or a service; tell a story that becomes part of the larger conversation happening in your community and in your customers lives.
Defying Gravity in Marketing
Wicked’s marketing campaign reminds us that customer centric, creative, and engaging outreach is key to success. By embracing innovative partnerships and crafting a campaign that resonates with the hearts and minds of audiences worldwide, Universal has set a new ’emerald’ standard for modern marketing.
Whether you’re developing your next social media strategy or dreaming up your next big promotional partnership, remember: good marketing isn’t just good business. It’s magic! As Wicked has shown us, there’s no limit to what you can achieve when you dare to defy gravity.
