The Ruby Slippers campaign

The Challenge:

With some of the world's biggest collectibles going to auction, how can the social media team capture global communities, engage fandoms, and increase social media engagement and reach?

KPIs

6.374 Billion: Total Reach

$59 Million: Estimated Media Value

2.6 Million: Likes, Comments, and Shares

150+: Influencer Posts and Creator Content Videos

the solution

I led the social campaign that sent Oz historians and Wicked influencers to events nationwide to hold the iconic slippers and explain the story of their stolen past. I engaged Wicked fans, Hollywood historians, and pop culture experts, and built an influencer network of Wizard of Oz collectors and creators to co-create content.

We achieved 6.374 billion in total reach, $59 million in estimated media value, and a $32.5 million conversion: the most valuable movie memorabilia piece ever auctioned.