• by Fern Siegel , June 19, 2026

Gen Z fandom culture is reactive and shared. And that ethos dovetails into Wattpad’s new campaign: “Plot Twists Are Better Together." The site publishes original fiction.

Academy is responsible for the advertising, which runs across TikTok, Instagram and connected TV. The campaign supports Wattpad’s broader “Stories To Obsess Over” position.

The 30-second spot offers a realistic look at internet fandom — from fan theories and memes to the inevitable emotional breakdown comments. 

“Fandom culture doesn’t feel polished, and neither should an ad trying to capture it,” said Sabrina Babooram, Academy’s head of strategy. “Fandom is messy, emotional, reactive, funny, chaotic and deeply communal. We wanted the work to feel like being inside that collective spiral instead of watching a campaign about it.”

Raven Performance handled media.

“Our community doesn’t just read stories, they build a culture around them,” said Muniba Tariq, Wattpad’s head of marketing. “This campaign is a celebration of that chaos and the intense passion that fuels it.”

Wattpad, founded in 2006 and based in Toronto, was acquired by the Naver Corp in 2021. As of September 2023, the company claimed a global audience of more than 90 million users.