THE DIGI FAIRY’s Post

🎬🌟 ‘Wicked’ is making ‘Barbie’s’ record-breaking marketing campaign look tame. Unlike traditional campaigns that peak near release, ‘Wicked’s’ marketing campaign is testing if a year-long blitz across every touchpoint—from $8,800 jewelry to Target merch—can turn a movie into a lifestyle brand. The studio's unprecedented 400+ partnerships and $150M budget (plus $100M in free NBC network promos) dwarf even ‘Barbie's’ massive campaign. One innovative move is treating 'Wicked' like a luxury fashion brand by deliberately holding back product categories for Part Two in 2025—think Gucci's seasonal drops, but for a movie franchise. While some fans are devouring every collaboration, others are posting "ENOUGH" memes about marketing fatigue. Still, the million-dollar question remains: Will this "be everywhere, all the time" approach mixing high-end and mass market appeal, become the new template for how studios turn movies into cultural phenomena?

Viral Momentum: How to Turn a Near-Miss into a Marketing Home Run! Check out my Akantro blog post for valuable insights on converting a viral mishap into a strategic marketing victory. Learn from a real-life example of leveraging an unexpected turn into a successful marketing move. Read more here: [The Unlikely Marketing Genius: How a Viral Uber Rant Led to a Fashion Brand's Big Win](https://lnkd.in/g4a2iRr3) #MarketingStrategy #ViralMarketing #SuccessStory

2024 saw some major brand mishaps, with companies like Google, Mattel, Apple, and Kraft Heinz making headlines for the wrong reasons. From failed product launches and PR disasters to controversial ads, these brands encountered significant challenges. These misfires highlight the importance of understanding your audience, staying authentic, and being prepared for the unpredictable nature of marketing in the digital age. As we look ahead, it’s crucial to learn from these mistakes - whether it’s managing expectations, being more transparent, or avoiding tone-deaf moments. Check out some of the 2024 brand fails below! https://loom.ly/TkHfOEk

The greatest brands didn’t play it safe… They aimed for immortality. Most marketing today feels safe. Predictable. Forgettable. And safe doesn’t build legacies. Brands like Apple, Nike, and Coca-Cola didn’t just aim to be good—they aimed to be iconic. They swung for the fences, creating campaigns that didn’t just sell products—they reshaped culture. What does that look like in practice? ↳ Taking risks: Think of Apple’s "1984" ad—it was bold, polarizing, and utterly unforgettable. ↳ Being different: Nike’s "Just Do It" wasn’t just about shoes; it was a rallying cry for dreamers and doers. ↳ Playing the long game: Coca-Cola’s "Holidays Are Coming" ads didn’t just sell soda—they sold tradition, joy, and connection. The truth is, average ideas get lost in the noise. If you want to stand out, you have to think bigger. Don’t just aim to sell—aim to inspire, delight, and surprise. What’s the boldest idea your brand has been afraid to try? Drop a comment below ⬇️ ♻️Share this with your network to help achieve brand immortality. Follow Tom Wanek for more tips to keep your brand strong!

I mentioned in my last post that unexpected brand collaborations have recently become very popular - well, here’s an article that explains in depth why this is the case and showcases some great examples💡 Quite a lengthy read so I’ve pulled out some of the key highlights below, but definitely give it a full read if you’re looking for inspiration to really surprise and engage (potential) customers: 🌟 “Unexpected brand collaborations aren’t just new ads about an old thing - they are actual things. They are loved concepts because you can go and buy them - something that not only creates a whole new model for brand appeal that is much more attention-grabbing, but spins off a whole programme of content and PR potential.” 🌟 “These are the kind of self-administered shocks we scrolling masses are loving right now. Short term, high-frequency hits of cultural electricity.” 🌟 “It’s much safer to do a surprising collab than develop and launch a whole new product innovation. Who wants the risk - the financial investment, the time, the high potential of failure - when you can conjure up a quick collab instead?” Enjoy reading about collaborations of the likes of Oreo~Coca Cola, Johnnie Walker~Squid Game and Walkers~Heinz! 🤯 #brandpartnerships #partnershipmarketing #brandcollaboration https://lnkd.in/evSrqf9g

Product placement doesn’t just advertise, it entertains! From Mel Brooks’ Spaceballs to Edgar Wright’s Hot Fuzz, brands become hilarious punchlines that poke fun at consumerism while delivering laugh-out-loud moments. Curious to know which parodies nailed it? Check out our latest article exploring the funniest, wildest examples of product placement in pop culture. Read more: https://lnkd.in/es3fiMmN #advertising #productplacement #popculture #satire

‘Shouldn’t our ad attack ___ (market leading brand) & tell consumers to switch to our brand?’ Asked a client recently.   There have been many competition-bashing ads over the years that have been absolute classics – Pepsi vs Coke, Apple vs IBM, Virgin vs British Airways…, but also, there have been many duds.   There are times when competition-bashing ads make you wonder if it’s more about personal egos than smart marketing. Just as there are some that make you root for the challenger brand.   The difference is a simple principle actually.   Don’t attack a competing brand – attack the ideology it represents.   And in doing so, underline your own ideology (which better be consumer-relevant!)   Yes, it takes work/thought. You must understand what ideology is at the core of your rival, bigger brand. What makes them successful? And then figure out, how what you stand for represents a counter view.   It’s not always obvious (just seeing their ads won’t tell you this). You have to pull back and ask ‘What do they represent?’   Coke’s strength lay in its being an entrenched part of American culture, so Pepsi’s stance of being the ‘choice of a new generation’ automatically aligned it with being counter-culture. Same with Apple (Creativity against compliance) or Virgin (David vs Goliath).   Ikea’s recent take on Balenciaga's $ 925 ‘Towel Skirt’ with their own offering at $16 caught fire on social media. In mocking high fashion, the brand underlined its ideology of being a democratizer.   It was not merely offering a more affordable option, but trolling the very idea of high fashion pricing which for most of us is beyond ridiculous.   So when tempted to attack, remember – don’t just attack a brand, but look for an ideological counter opportunity that is insightful.

How do you pull off campaigns, collabs, and events that tap into the cultural zeitgeist? Think about the recent work of Reformation’s Monica Lewinsky campaign and Calvin Klein’s Jeremy Allen White visual delight 😉 I spoke with The Business of Fashion to write the case study on what goes into creating these types of cultural moments, and why it's a little trickier than having big budgets and a very nice pair of tighty-whities. Best advice...go for the plot twist, surprise (dare I say shock) people, and find the beautifully weird. The success of unlikely brand collaborations and star-studded endorsements isn't just about standing out—it's about soaring above the mundane clamor of the market. It's some much-needed novelty and intrigue in an overcrowded brand and ad space (think gorgeous Maggie Smith and Loewe). Remember, there's no media monoculture anymore, it's fragmented as hell and next to impossible to get attention. The element of surprise encourages people to talk about your brand, gossip, share, and engage across platforms meaning your brand gets more visibility and ultimately, $$. So, go forth and be weird, it's good business. Check out the case study on BoF. Thanks, Diana Pearl for the collaboration.

Agency group Common Interest aims to fill a gap in #marketing where cultural authenticity trumps appropriation. If that sounds surprising in an industry that touts cultural reflection, remember that hits like the marketing for the Barbie movie are rare exceptions. Indeed, marketing often flirts with culture but rarely delivers. Harsh? Maybe, but for every Barbie, there are countless flops that miss the cultural zeitgeist entirely. Bud Light, PepsiCo, Balenciaga, Burger King, Peloton — even these revered brands with savvy marketers have had their share of tone-deaf attempts to reflect culture in recent years. Suddenly, Common Interest’s pitch starts to make perfect sense.

🌟 𝗦𝘁ü𝘀𝘀𝘆: 𝗔 𝗺𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀 𝗶𝗻 𝘀𝘁𝗿𝗲𝗲𝘁𝘄𝗲𝗮𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 🌟 When it comes to creative marketing in streetwear, Stüssy has always been ahead of the curve. Their campaigns don’t just sell clothes—they tell stories, build communities, and celebrate culture. As someone passionate about the intersection of fashion and branding, this is a brand I’ve always admired for their innovative approach. 📸 𝙏𝙝𝙚 𝙏𝙧𝙞𝙗𝙚 𝘾𝙖𝙢𝙥𝙖𝙞𝙜𝙣𝙨: One of Stüssy’s most iconic strategies was the “International Stüssy Tribe.” Long before the term “community building” became a marketing buzzword, Stüssy was uniting creatives across the globe, emphasizing inclusivity and shared identity. It wasn’t about products—it was about a movement, making every customer feel like part of the tribe. 🎨 𝙂𝙪𝙚𝙧𝙧𝙞𝙡𝙡𝙖 𝙩𝙖𝙘𝙩𝙞𝙘𝙨 & 𝙗𝙤𝙡𝙙 𝙫𝙞𝙨𝙪𝙖𝙡𝙨: Stüssy also nailed the balance between mystery and hype with guerrilla marketing and limited drops. Their unconventional use of bold visuals, hand-drawn designs, and collaborations with underground artists created campaigns that felt authentic and unforgettable. 💡 𝙏𝙝𝙚 𝙢𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 𝙡𝙚𝙨𝙨𝙤𝙣: Stüssy proves that brands thrive when they go beyond the transactional. Storytelling, cultural relevance, and building emotional connections with your audience are what create long-lasting loyalty. In a world where trends move fast, Stüssy’s ability to remain both timeless and forward-thinking is inspiring. 𝙒𝙝𝙖𝙩’𝙨 𝙮𝙤𝙪𝙧 𝙛𝙖𝙫𝙤𝙧𝙞𝙩𝙚 𝙎𝙩ü𝙨𝙨𝙮 𝙘𝙖𝙢𝙥𝙖𝙞𝙜𝙣? 𝘼𝙣𝙙 𝙝𝙤𝙬 𝙙𝙤 𝙮𝙤𝙪 𝙩𝙝𝙞𝙣𝙠 𝙗𝙧𝙖𝙣𝙙𝙨 𝙘𝙖𝙣 𝙗𝙚𝙩𝙩𝙚𝙧 𝙪𝙨𝙚 𝙨𝙩𝙤𝙧𝙮𝙩𝙚𝙡𝙡𝙞𝙣𝙜 𝙩𝙤 𝙚𝙣𝙜𝙖𝙜𝙚 𝙩𝙝𝙚𝙞𝙧 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚𝙨? 𝙇𝙚𝙩’𝙨 𝙙𝙞𝙨𝙘𝙪𝙨𝙨! 👇