Here’s How Fandom Marketing Can Power Your Global Strategy

Anyone familiar with marketing knows that selling a product means connecting with the right audience through precise messaging. Whether it’s a 30-second TV commercial or a quick TikTok ad featuring a well-known celebrity, a targeted campaign resonates best when it showcases someone/thing the audience loves. 

This strategy is known as fandom marketing and it leverages the enthusiasm of fans by aligning brands with the cultural icons, teams, or events they’re passionate about.

Think about it—have you ever seen your favorite athlete sporting a sleek new pair of sneakers or noticed your favorite artist promoting a restaurant? That’s fandom marketing in action. By tapping into these fan bases, brands go beyond mere advertising, sparking loyalty and emotional connections. 

These fan-driven campaigns aren’t just fun; they’re highly effective. According to MarketCast, brands utilizing fandom marketing experience significantly higher engagement, as fans are 8 times more likely to recommend products they love. Additionally, fandom marketing has proven particularly influential on social media, where an estimated 72% of Gen Z users actively engage with fandoms. This approach not only allows brands to increase reach and engagement, but also cultivates a community-oriented culture where fans feel more invested in the brand, fueling organic content creation, brand loyalty, and sustained interest​.

So what’s the best way for brands to interact with this marketing method? Read on to find out!

FANDOM MARKETING’S GLOBAL REACH

Fandoms are uniquely positioned to help brands achieve global goals through collaborative, creative, and fan-driven marketing campaigns. By embracing fan culture, brands can encourage user-generated content, boost social sharing, and create interactive experiences that resonate worldwide. For instance, McDonald’s anime-inspired pop-up event, “WcDonalds,” brought anime fans together and turned a limited-edition sauce into a collectible item, showing how local activations can appeal to global fandoms and drive social media buzz​.

Brands can also use fandom partnerships to launch regionally-targeted campaigns that feel personal to each audience segment. This approach can adapt to each market’s unique fandom culture, allowing brands to become part of the fan conversation in a meaningful way. 

For example, Sephora’s recent docuseries, The Foundation of Belleza, tapped into beauty influencer fandom, creating content that celebrates diverse beauty across Latin America. This campaign not only honored fan contributions but also strengthened Sephora’s global brand presence by connecting with communities through stories that felt authentic to their region​.

@hyperskin

📢📢 WE’RE GONNA BE ON TV 📢📢 Tell everyone ya’ll know that on November 15, ‘The Foundation of Belleza’ will be streaming on Peacock, and catch us telling our story 🧡 Our founder, @Desiree Verdejo joined @Adrienne Bailon-Houghton in this docuseries and opened up about how her experiences and identity as a black woman & afro-Latina are at the heart & of soul of Hyper Skin ✨ We better see ya’ll tuned in on @Peacock The countdown begins!✨ #hyperskin #thefoundationofbelleza

♬ original sound – Hyper Skin

SUCCESSFUL CAMPAIGNS

To see how fandom marketing translates into real-world success, let’s look at a few brands that have excelled by leveraging fandom creativity to amplify reach, create unforgettable experiences, and boost customer loyalty. Here are some standout case studies demonstrating the impact of aligning with fan passions on a global scale.

Coca-Cola & Stranger Things 

When Netflix’s Stranger Things premiered in 2016, it quickly became a global sensation, drawing viewers from all age groups and backgrounds into its nostalgic yet thrilling world. With a mix of 1980s references, supernatural elements, and compelling characters, the show resonated deeply, creating a massive fanbase that wanted to experience a piece of its fictional world firsthand. This desire to “be part of the action” wasn’t limited to simply watching episodes; fans wanted to engage with the show in their everyday lives, from dressing up as their favorite characters to attending themed events and purchasing merchandise inspired by Hawkins, Indiana.

The cultural impact of Stranger Things showcased the potential for brands to tap into fandom marketing by launching collaborations that aligned with the show’s 80s nostalgia, mystery, and adventure. 

One of these brands, Coca-Cola, released a new bottle with a 1980’s theme. This campaign became a cultural moment, sparking discussions on social media and driving impressive sales spikes with estimates of around 13,311 media mentions and a social media surge of over 55,800 posts connected to the brand in the two months before the season premiere​ 

The Grimace Shake 

For those who don’t know, Grimace is a character from McDonaldland, the fictional world that McDonald’s created for its brand in the 1970s. He became known for his love of McDonald’s milkshakes and a cheerful, goofy personality that endeared him to fans of all ages.

On June 12th, 2023 McDonald’s launched the The Grimace Shake Campaign to celebrate the beloved Purple Monster’s birthday. This created an unexpectedly viral sensation on TikTok, sparking a bizarre and humorous trend that took social media by storm. TikTok users quickly gave it a life of its own by creating videos where drinking the shake led to strange and spooky scenarios. The trend saw participants pretending to suffer humorous “fates” after sipping the shake, often involving ominous music, eerie edits, and faux horror scenes. 

This user-generated content boosted McDonald’s visibility significantly, as millions of views, likes, and shares poured in from TikTok. The viral trend showcased how powerful organic fandom marketing could be in driving brand engagement, even when the outcome wasn’t planned by the brand itself. The Grimace Shake trend highlighted the potential of social media to transform simple product launches into widespread cultural phenomena, especially when users are encouraged to add their own creative twists. This trend not only expanded McDonald’s reach but also revitalized the brand’s connection with younger audiences who appreciate meme culture and humor.

@_hay_j_

Happy Birthday Grimace!! Im so happy for you. So so happy. I love you. I love you grimace. #grimaceshake #ilovegrimacesomuch #helpmeimcountingdownmydays #happybirthday #grimacesbirthday

♬ original sound – HayJ

Seemingly Ranch 

Last but not least, we cannot talk about fandom marketing without talking about the most powerful fandoms of them all… the Swifties. 

It all started when a photo of Swift at an NFL game circulated online, showing her with a plate of chicken tenders, ketchup, and ranch—quickly labeled by fans as “seemingly ranch.” The phrase took off on social media, with Swift’s followers embracing it as a meme and sharing their love for her condiment choice. Recognizing the excitement, Heinz created a limited-edition “Ketchup and Seemingly Ranch” sauce, packaged in special bottles and featuring playful branding to match the viral nature of the moment.

This move was not just a clever nod to Swift’s fans; it demonstrated how brands can turn fan-driven viral moments into real-world products. The campaign sold out quickly, showing that fans are eager to support branded products that celebrate shared cultural references and their favorite stars. This success underscores how fan engagement through timely, meme-inspired marketing can drive demand and brand relevance, creating buzz that resonates far beyond the original moment.

EMBRACING FAN CULTURE

As brands continue to recognize the power of fandoms, we’re likely to see more campaigns that celebrate fandom creativity, blending branded experiences with the unique passions of these dedicated communities. This evolution in marketing makes fandoms an invaluable asset for brands looking to build meaningful, long-lasting relationships with consumers.

Written by: Maya Mehlman

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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@sociallypowerful