Something good is happening in Oz this holiday season!
After two decades, Wicked—the film adaptation of the beloved Broadway musical and novel—finally made it to movie theaters.
While you might not have seen Wicked, it’s nearly impossible to have missed the yearlong marketing whirlwind for it. Unless, of course, you’ve been hit by a flying farmhouse like the Wicked Witch of the East.
From teasers to viral memes and branded collaborations, the buzz around Wicked has been nothing short of magical. The marketing campaign has captivated fans and inspired people of all ages to head to theaters.
In fact, Wicked is now the fourth highest-grossing movie musical of all time. It’s enough to make any marketer green with envy.
The marketing campaign for Wicked is a dazzling, multi-million-dollar affair. While you may not have a blockbuster-sized budget, you can still tap into the excitement surrounding pop culture juggernauts like Wicked to connect with your audience.
Just like Glinda the Good Witch, Simply Clear Marketing specializes in helping businesses tap into what’s popular to create smart, cost-effective campaigns… So let’s start, cause you’ve got an audience to grow!
Why Pop Culture Matters in Marketing
Pop culture isn’t just entertainment—it’s a powerful tool to make your marketing campaigns relatable and engaging. By tapping into what’s trending, you can create a deeper connection with your customers and stand out in a crowded marketplace.
Pop culture trends reflect what people are talking about, sharing, and loving in the moment. By incorporating these trends into your campaigns, you:
- Build relatability: Show customers you “get” them.
- Spark engagement: People are more likely to comment, share, or click on content they find familiar and relevant.
- Stay current: Trend-based marketing helps your brand feel fresh and modern.
How to Spot Trends Worth Using
Not every trend is a match for your business, and that’s OK. The key to successful trend-based marketing is selecting ones that align with your brand’s values, voice, and target audience.
Jumping on a trend that doesn’t fit can come across as forced or inauthentic, potentially alienating your customers. Instead, focus on trends that naturally complement your products or services and resonate with your audience.
Here’s how to choose the right ones:
- Stay plugged in: Follow trending hashtags, memes, and viral topics on platforms like TikTok, Instagram, LinkedIn, or Reddit.
- Be timely: Pop culture moves fast—strike while the trend is hot!
- Know your audience: Choose trends your target customers are already excited about.
- Check relevance: Ensure the trend aligns with your brand’s tone, values, and product offerings. If your brand is more serious or addresses serious issues, using pop culture trends probably isn’t a good fit for you.
- Know the boundaries: Avoid sensitive or controversial topics to prevent backlash.
This thoughtful approach ensures that your marketing feels genuine, relevant, and impactful, rather than just hopping on the bandwagon.
A ‘POPULAR’ CASE STUDY
The Concept
Our content team created this short Instagram reel of Senior Content Strategist Amy Blasco (a diehard Wicked fan) lipsyncing to the song “Popular.” However, we put our own spin on it by adding the marketing tools we can use to help business owners become popular with their customers.
Why It Works
This reel is a win in our books for several reasons:
- The playful, witting humor aligns with Simply Clear Marketing’s brand.
- It leverages not just one but TWO current social media trends by pointing to important topics in time with a popular song.
- It makes potential customers want to learn more about the services we provide.
Ways to Incorporate Pop Culture Trends
Memes and Humor: Create Fun, Shareable Content
Tapping into humor is a great way to engage your audience, especially when it’s connected to a popular meme or joke.
For example, a coffee shop could take a cue from Wicked by creating marketing materials with a twist on Glinda’s famous line, “Are people born wicked, or do they just drink peppermint mochas?”
This would be a playful way to promote certain beverages during the holiday season, whether via social media, email, or in-store collateral.
Impactful Messaging: Send Memorable Emails
Pop culture trends and good marketing campaigns have at least one thing in common: a powerful message that resonates with people emotionally. Here’s an example of mixing them together:
A local fitness studio could create a marketing campaign inspired by Wicked’s themes of empowerment and pushing limits. They could send an email to potential members with a limited-time discount and messaging referencing Elphaba’s iconic song “Defying Gravity,” like this:
“Defy gravity: Take your fitness to new heights with our exclusive class!”
Special Events: Offer Exclusive Experiences
Special events create a sense of urgency, build stronger customer relationships, and increase brand visibility—all of which help drive sales and customer loyalty.
A retail store could host a “Wicked Good Time” shopping event, offering discounts to customers who come dressed in green or pink holiday outfits. Timely references like this help your brand stay top-of-mind during peak cultural moments, driving both awareness and engagement.
Tactics like these can work for all kinds of trends, whether it’s the release of a blockbuster movie, a new tech tool everyone is raving about, or the latest fad in home decor.
By staying tuned in, choosing the right trends, and keeping it authentic, your business can leverage the power of pop culture to drive engagement and sales.
Stay tuned in 2025 as we explore how to leverage more trends to help your business grow!
Want to get started now? Reach out to the Simply Clear Marketing team today.
