Wicked

Becoming pop-u-lar with a gravity-defying social & creative campaign for Universal Pictures’ Wicked.

Overview

This partnership was truly unlimited. We worked with Universal Pictures to create two complementary campaigns that brought Wicked to life for fans. The Wicked creative campaign centered on innovative creative strategies to captivate audiences, while the Shiz University platform & creative campaign expanded the universe with an immersive in-world experience. These campaigns highlighted Digital Media Management’s ability to execute unique, tailored approaches while ensuring seamless collaboration across teams to engage fans and drive excitement across all of Oz.

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We developed a wide range of creatives – from graphics supporting Wicked’s international tour, to event coverage cutdowns, to holiday pieces. We focused on showcasing our star-studded cast – especially Cynthia Erivo and Ariana Grande, the heartbeat of this film. From there, we channeled the Grimmerie itself to bring a touch of magic – incorporating dynamic text and thumbstopping visuals into our engaging concepts.

Shiz University

We will always remember our days at Dear Old Shiz!

We worked with Universal Pictures to create the in-world Shiz University Instagram account as part of the overall Wicked social campaign. Our approach brought the magical world of Oz to life, inviting fans to step into their dream school with immersive storytelling and intimate fan-first initiatives.

We used authentic Ozian language to strengthen connections, making every interaction feel as if followers were truly part of the Shiz family. Our team executed high-impact social stunts, encouragerized students to get oriented, explore the campus, and ace their classes! Additionally, we optimized the IG Broadcast Channel feature for fans to stay notified on the happenings at Shiz and drive engagement.

Our creative approach pulled references from the posters surrounding the campus, The Shiz Gazette newspaper, and even the set itself to help immerse fans into this world. We also leveraged video captured with talent on set to create Shiz University exclusives and introduce Pfannee and ShenShen to the world!

Our account’s tone of voice was nothing short of wonder-ful as we incorporated Ozian language and rejoicified with references from the pop-u-lar musical. This fan-first approach encouragerized users to play along and join in on the magic!

Results

As our fans danced through life, we reached more than 31M users and garnered 2.2M engagements across Instagram, X, TikTok, and Facebook. Our student body grew on Shiz University to 103K followers on Instagram, all eager to attend our classes and explore our extracurriculars. Something has truly changed within us all from our experience on Wicked. And rest assured, in merely a clock-tick we hope to be changed for good.

More Work

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