There’s been a strong tinge of green and pink around lately with the release of Wicked to the big screen and we have been loving it! We’ve also been enjoying looking at it through a strategic branding communications lens – the release has been a masterclass in effective brand strategy and storytelling.
By ‘holding space’ for both loyal fans and new audiences, the campaign shows just how powerful thoughtful planning, engaging storytelling, and meaningful audience connection can be. Building a strong brand requires the same approach – careful strategy and a clear vision. Here’s what organisations can learn from Wicked’s Hollywood-level strategies.
The power of anticipation
The masterminds behind Wicked expertly built up anticipation using clever tactics such as drip-feeding casting announcements and sharing teaser images and videos. Every detail was designed to ignite curiosity and fuel conversation.
Building anticipation is a great way to build brand success, whether it’s for a launch, rebrand, or campaign. Offering your audience something to be intrigued about and look forward to – whether it’s the use of teasers, countdowns, or sneak peeks to create buzz and keep audiences engaged.
Honour legacy while embracing change
Wicked has an established fanbase from its Broadway debut in 2003 (and you could even argue dating back to the release of the original Wizard of Oz in 1939!), and this movie aims to expand its appeal in 2024 by modernising its approach. The casting of contemporary stars and the shift to a movie format has given the story new life.
If your organisation has a strong legacy, lean into that history and honour it while embracing evolution and innovation to remain relevant today. Refresh your visuals, update your tone of voice, or explore new communication channels to reach a broader audience without alienating your existing loyal customers.
Tell your story across multiple channels
The Wicked campaign is a multi-channel effort, spanning social media, traditional press, paid advertising, media relations and video platforms. Each channel plays its part in telling the whole story, creating a stronger connection with the audience.
An organisation’s communication strategy should tap into multiple channels to tell a unified brand story. Tailor your message to suit each channel, but make sure they all work together seamlessly to reflect your brand identity and values.
Build a community through fandom
The Wicked fanbase isn’t just an audience – it’s a community. By sharing exclusive behind-the-scenes content and cast interactions, the campaign has sparked engagement and built advocacy.
Similarly, organisations can create a sense of community around their brand by delivering exceptional customer experiences at every touchpoint. Encourage customers to share their experiences, leave testimonials, and feel like a valued part of your brand.
Timing is everything
The Super Bowl is one of the biggest annual events in the world, reaching a staggering 123.7 million viewers; the team behind Wicked identified that it was the ideal stage to debut the movie’s first trailer in a high-impact 60-second ad. This initial glimpse marked the start of a carefully planned marketing strategy, ultimately racking up over 230 million trailer views.
When it comes to brand, timing is everything. Campaigns should be strategically planned to align with key events or milestones for maximum impact. Additionally, brands that adapt swiftly to change while staying true to their core values are better equipped to thrive in today’s market.
Stay true to your core message
Despite modern updates, Wicked stays true to its core themes of friendship, empowerment, and the consequences of choices. This consistency is what keeps fans emotionally connected to the story.
For any successful brand, having a clear and consistent message is key. When your communications reflect your core values and purpose, it builds trust and fosters long-term loyalty. People are drawn to brands that align with their values, creating a strong and lasting connection. A clear, compelling story gives organisations their own distinct identity, helping them to stand out against competitors.
The release and marketing of Wicked is a great reminder that successful branding goes far beyond just promotion – it’s about storytelling, building connections, and having a smart plan. From the very start of the teaser campaign, the iconic green and pink of the brand palette has been popping up everywhere, from nail polish to drink bottles. Whether you’re a passionate fan, a curious sceptic, or still planning to watch it, the buzz is undeniable and impossible to ignore.
Learn more about branding, click here to download Zadro’s ‘A brand is not a logo – The Playbook’.