Defying Marketing Limits: The Ever-Glowing Marketing Success of Wicked

Your 2024 femininomenons. What drove the success and virality of Wicked’s marketing endeavours?

The 2024 release of Wicked (Part 1) isn’t just about a film launch. From its inception, Universal Pictures’ campaign around the movie has been a seemingly meticulous, stunningly crafted marketing campaign that has captivated audiences worldwide and tapped into every possible subculture. The promotional strategy has been nothing short of magical.

The marketing team behind Wicked’s pre-launch campaign struck a perfect balance between honouring the beloved Broadway musical’s legacy and appealing to a new generation of fans.

And yes, this is aside from the spectacular casting.

The team masterfully blended nostalgia with modern marketing techniques, ensuring a wide-ranging impact.

Let’s unpack that!

Collaborations

One key element of Wicked‘s success was its strategic partnerships with various brands in just about every niche imaginable. These collaborations not only expanded the film’s reach but also created unique and memorable experiences for fans.

The film’s costume designers worked closely with renowned fashion houses to create stunning outfits for the characters. This not only elevates the film’s visual appeal but also extends to common fashion trends, from patched jeans and letterman jackets.

Partnerships with leading beauty brands—including co-lead Ariana Grande’s R.E.M. Beauty inevitably resulted in limited-edition collections inspired by the characters’ iconic looks and renowned colour schemes. This not only generated media buzz but also provided fans with tangible products to connect with the film well beyond the mania of its initial launch.

The film partnered with major retailers to create exclusive merchandise, including the most obscure accessories, travel paraphernalia, and even home goods. When we say Wicked is everywhere right now, it really does feel like it’s everywhere. Béis, Roots, Crocs, Aerie, Lego, Stanley, OPI, and so many others.
Seriously, I lost count. But I absolutely love that.

I’ve spent the last several months trying to wrap my mind around just how these collaborations were possible. As someone who has been in marketing for almost a decade, I’ve been awe-inspired by how they’ve created magic with this film beyond the road to Oz.

Through these collaborations, Wicked has created immersive experiences for fans, such as pop-up shops, interactive exhibits, and, of course, premieres and meet-and-greets, which have allowed theatre enthusiasts around the globe to feel like a core part of this experience and bring it to life. It truly feels like there is no ceiling limit to what these marketers are willing to do, and would we really have it any other way?

Is there a single collaboration from these efforts that fell flat?

Social media

The Wicked marketing team leveraged social media to create buzz and foster a sense of community among fans. Sharing exclusive behind-the-scenes footage, character teasers, and interactive challenges kept fans engaged and excited throughout the promotional period.

The film’s cast was crucial to the marketing campaign’s success. Their active presence on social media, coupled with their impeccable red-carpet appearances, further fueled the excitement surrounding the film.

This was extended through viral placements of things like Grande’s Saturday Night Live hosting success, Cynthia Erivo’s longstanding theatre background, and the duo’s quirky interviews with popular publications like Vogue, Buzzfeed, and The Hollywood Reporter.

Much like Margot Robbie’s iconic Barbie-inspired looks tour, the I cast members carefully curated their public image and personas to align with their characters and the film’s overall aesthetic. Their red-carpet appearances were not just fashion statements but strategic marketing moves reinforcing the film’s brand identity.

The Wicked marketing campaign is a testament to the power of strategic planning, creative execution, and strong partnerships. By blending traditional and digital marketing techniques, the team has successfully captivated audiences and generated immense anticipation for the film’s release.

I, for one, can’t wait to see what comes for Part 2!

As the curtains rise on Wicked’s film adaptation, it’s clear that this magical journey has only just begun. The film’s enduring legacy is likely to continue for years to come, thanks in no small part to the brilliance of its marketing initiatives.