The power of a story well told
Image from the Wicked Film with text - what marketers can learn from the new wicked movie release
The recently released Wicked movie is the perfect example of a wicked alignment of brand storytelling, emotional resonance, and sheer craft in creating a cultural phenomenon long before the curtain rises. Director Jon M. Chu had a massive torch to carry with bringing Wicked to the big screen – hell hath no fury like a theatre buff scorned. But from what I’ve seen, even before its release, the effort put in by the cast and crew is now being rewarded by an excellent, well-thought-out launch.
Building the Buzz: The PR Machine in Action
The buzz surrounding Part one of Wicked is no accident. From behind-the-scenes exclusives to character spotlights, the marketing team has built anticipation brick by brick. With over a year before its November 2024 release, the campaign ensures this adaptation of the Broadway classic stays top of mind both fans and newcomers. Social media platforms are buzzing with excitement, driven by trailers, interviews, collaborations, and sneak peeks.
I think we’ve found the place where we belong
This extensive marketing campaign is a perfect example of what we in the business call - purpose-driven storytelling. The Wicked campaign highlights the power of leveraging emotional connections to build anticipation and trust with audiences – something any brand can adapt in their own messaging.
From the casting to the delivery this is how Purpose should be done. To quote Mr Ritson himself, The Purpose of Purpose is Purpose – doing it because it’s just the right thing to do.
The Emotional Connection: An Authentic Bond Between Leads
The emotional tone of the marketing – particularly focusing on the dynamic between Cynthia Erivo and Ariana Grande – has resonated deeply with fans. Unless I’ve totally drunk the Kool-Aid, I’m sold on the authenticity of the connection and the purpose-driven message this film is pushing.
Crafting Excellence for the Audience: Honouring the Legacy
The team behind Wicked isn't just selling a story – they’re honouring it. From live singing captured on set to the cast’s dedication to embodying these iconic roles, this production respects both the audience and the legacy of the Broadway sensation. Cynthia Erivo and Ariana Grande have committed months to understanding their characters’ emotional depth. The choice to perform songs live, rather than using pre-recorded vocals, adds an authentic touch, preserving the raw emotion of each performance – they’re living the brand 100%. This devotion mirrors what it means to deliver a purpose-driven brand experience: honouring the past while innovating for the present.
The Power of Emotional Storytelling: A Universal Connection
At the heart of Wicked’s pre-launch success is the power of emotional storytelling. The central relationship between Elphaba and Glinda – a tale of friendship, identity, and self-discovery – taps into universal emotions that resonate across generations. The filmmakers amplify this connection by emphasising authenticity. This commitment transforms the film into a celebration of the human experience, ensuring that the story feels personal and impactful for every viewer.
It's time to try defying gravity.
It’s been a while since I’ve seen such a powerhouse marketing strategy – Wicked is truly a poster child for the importance of authenticity and purpose-driven storytelling. The emotional connection between Cynthia Erivo and Ariana Grande has really resonated with fans, and I’ll admit, I’m fully sold on the authenticity of their connection and the message this film is pushing.
Now, granted, I’m exactly the kind of fan they’re targeting (I’ve seen the West End production, and yes, “Defying Gravity” is on repeat in my playlist). But that’s the beauty of this campaign – it’s everywhere, and it’s working.
As a former aspiring child star who is now channelling that drama into marketing and brand strategy, I can’t help but admire the marketing magic in action. It’s a textbook example of how a great story, backed by purpose, can truly create a cultural moment – and for me, that’s the heart of what great marketing is all about:
Embrace Authenticity - Be driven by purpose, because it’s the right thing to do
Leverage emotional storytelling- its what builds connection to your audience
Build your brand up from the inside out – you people will support your brand
Create anticipation – that sense of excitement something goods coming
Tailor to your audiences – to create the above you need to talk to them on their level and where they’re at.
Celebrate Legacy While Innovating – get the balance right!
Just for fun, I’ll leave you with my rendition of the brand playbook…
Picture from the Marketing of Wicked - With wording Wicked’s Brand Playbook
Purpose
To inspire self-discovery, celebrate individuality, and challenge perceptions through powerful storytelling that resonates emotionally with audiences of all ages.
Values
Authenticity: Embracing the uniqueness of each individual, just as Elphaba’s character does, while staying true to the legacy of the original Broadway production.
Empathy: Encouraging audiences to see the world through others’ perspectives, mirroring the evolving friendship between Elphaba and Glinda.
Empowerment: Highlighting themes of personal growth, courage, and defying expectations, encouraging people to live boldly and authentically.
Inclusion: Representing diverse stories and experiences that connect universally across different generations and cultures.
Legacy: Honouring its roots in Broadway while evolving for modern audiences, showcasing respect for history and innovation.
Mission
To craft unforgettable experiences that challenge conventional narratives, uplift audiences, and foster a sense of belonging and connection. Wicked as a brand would aim to spark conversation, inspire change, and remind people that everyone has a unique story worth telling.
Brand Personality: Bold, Playful, and Empowering
Its personality would be bold, transformative, and playful, with an undercurrent of depth and sincerity. It would balance charm and wit with emotional complexity, engaging fans with humour, empowerment, and a sense of wonder, while also encouraging reflection on deeper themes of identity, acceptance, and social justice.
Bold: Like Elphaba’s defiance of convention, Wicked would project confidence and the courage to be different.
Empowering: It would embody a spirit of personal growth, where people are encouraged to step into their full potential—regardless of societal expectations.
Playful, yet Thoughtful: The brand would use whimsy, magic, and humour to make complex themes more accessible and fun.
Positioning: Rewriting the Narrative of Heroes and Villains
Wicked positions itself as the anti-hero brand in the world of fantasy and musicals. In a world filled with clear-cut heroes and villains, Wicked challenges that binary and embraces the complexity of its characters. It encourages people to look beyond the surface and understand the nuances of every story.
Reimagining Perspectives: It would position itself as a brand that encourages looking beyond the surface and understanding the nuances of every story, just as Elphaba’s journey unfolds from "wicked" to misunderstood hero.
Empowering the Outsiders: Resonating with those who feel different or like outsiders, Wicked champions individuality and acceptance.
For Fans Who Love Depth with a Dash of Magic: Unlike other fantasy brands that focus purely on escapism, Wicked appeals to those who appreciate a blend of magic with meaningful life lessons and emotional depth.
Visual ID
Come on – its pink and green all the way darlings…
