The launch of the Wicked movie, released in November 2024, was a global phenomenon, setting multiple box office records, including becoming the highest-grossing film adaptation of a Broadway musical ever.
In the lead-up to the film's release, and for a sustained period of time after, social media was full of Glinda and Elphaba makeup transitions, attempts to hit the high notes in the popular songs, and analysis of the leading actors – Ariana Grande and Cynthia Erivo – ”holding space” during the press tour.
Universal Pictures made a clever decision to split the musical into two parts for the movie adaptation, with part two – Wicked For Good – to be released one year after Wicked. This means more box office sales, more brand collaborations, and more social media coverage.
Wicked For Good will hit theatres on November 21st, and in anticipation of the release, the pink and green colours that represent the fictional witches are being fully embraced by brands with a desire to become a part of this huge cultural moment.
Clever collaborations include:
Brand opportunity:
It’s challenging to find a brand that hasn’t found a way to embrace the Wicked phenomena; however, Kleenex could lean into the emotional side of the Wicked For Good conversation with a heartfelt campaign celebrating the moments that move us.
From theatre tears to movie nights, the brand could collaborate with creators to share “Wickedly Good Cry” moments, positioning Kleenex as the ultimate companion for fans experiencing the film’s powerful, feel-good message.
This is the latest low-lift, high-laugh trend taking over TikTok. Two creators each grab a random object from around the house, then sit down together with a barrier (a book, a cereal box, etc.) between them so they can’t see what the other is holding.
They take turns describing their object, but the twist is, they might be lying. The other person can then ask questions or pose small challenges to figure out if they’re telling the truth. For example, “You say it’s a bottle of water? Okay, take a sip.” Chaos incurs when the “bottle of water” turns out to be something like a TV remote or a bottle of soap instead!
This trend has taken off because it’s easy to recreate, requires minimal setup, and delivers that quick burst of joy that audiences turn to social media for.
Brand opportunity:
Amazon could collaborate with creators to recreate the trend with items they can purchase on the platform. Creators could surprise each other with quirky items from different categories (tech, homeware, beauty) while subtly showcasing how much you can discover on Amazon.
Each year, it feels like Christmas starts a little earlier, and 2025 is no exception. The moment Halloween wraps up, people across the world swap their pumpkins for fairy lights, sharing their transformations on social media with “decorate with me” videos, festive hauls, and Christmassy crafts.
There’s a strong psychological theory suggesting people who decorate early are chasing joy. Early decorating can extend the festive mood, spark nostalgia, and boost emotional well-being – something we’re all craving during a period of rising living costs and a turbulent political climate. The tradition of decking the halls early, which surged during the pandemic, is now a feel-good ritual that is elevated through social media sharing.
A major content theme this year is decorating on a budget. Creators are posting “shop with me” and “decorate with me” videos sharing decorations from accessible shops like Target in the US and Primark Home in Europe. The focus is less on extravagance, more on making spaces feel comforting and bright without breaking the bank.
Brand opportunity:
IKEA could embrace the early Christmas cheer with a “Joy Starts at Home” campaign, inviting creators to share how small changes – a candle here, a soft blanket there – can transform moods long before December. They could invite creators into their local store to show their audience what’s on offer, then select a few items for their home transformation.
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