Girl Power is the message of a new
social-medial content series.
Universal Products & Experiences launched "Women Making Magic" to celebrated Women's History Month. The inspiration is the
film "Wicked: For Good." Three ambitious, creative women are spotlighted: Sami Ryan, who founded her nameskake apparel brand, Mary Gui, founder of Sock Candy, and Julia Kyle, Mattel's global head of
dolls design.
Accompany Creative is responsible for the campaign's content, which utilized iPhone interviews. "Wicked" super fans were also sent custom boxes with a curated array of
"Wicked" products, such as bags, crewnecks, shirts and pants, to elicit reaction videos.
Each woman's singular story reflects the importance of female empowerment and self-expression. The
association with "Wicked" is symbolic: The chance for young girls to fly exists in every month. Women's History Month spotlights individuals who should be known to a wider populace. But the motivation
to pursue possibility is a lifelong desire.
advertisement
advertisement
For example: Ryan began her vision living in a shelter as a teenager. Gui left a corporate job to found a business, while Kyle champions inclusivity
in her doll line.
"During a theatrical launch, there is such a flurry of marketing activity that risks feeling over-saturated; it’s important that the programming is not purely
commercial and devoid of substance — especially for film franchises that have powerful moral code," Accompany CEO Jason Keehn told Agency Daily.
"We believe that being
intentional about marketing and merchandising moments, in which the meaning of the film is translated beyond the screen and into consumer lifestyles, help a film franchise build long-term equity and
loyalty beyond each theatrical launch. That purpose-led planning, if executed thoughtfully, can — to quote Glinda and Elphaba — leave the fanbase changed for good."
Accompany
Creative’s client portfolio has included National Geographic, Searchlight Pictures, Target and Neiman Marcus.
"Wicked" is now streaming on Peacock.