Blockbuster Marketing (on a Nonprofit Budget)
5 Storytelling Tips from Superman
Everyone knows Superman can fly. But one of Clark Kent’s lesser-known superpowers? Storytelling. 🦸♂️
By day, Clark is a reporter—someone who shapes how the public sees the world. He takes photos, asks questions, and frames narratives. He doesn’t need laser vision to know: attention is earned by how well you tell the story.
The new Superman movie’s marketing team has clearly taken notes. They’re not relying on a single trailer. They’re building a fully dimensional, scroll-native narrative that mirrors Clark’s approach: thoughtful, varied, audience-first.
5 Ways The Superman Marketing Team is Winning
1. They Get that Creative is the New Targeting
From the outside looking in, we can tell that this team is letting creative do the heavy lifting. Comedy, nostalgia, personality: these are the targeting tools they’re leveraging. The wide variety of posts and styles they’re using expands their ability to talk to as many people within their target audience as possible. The campaign isn’t aiming for one perfect post—it’s showing up with 30 good ones. When you zoom out, you see the full picture.
@superman A super cheers to #Superman ♬ original sound – Superman
2. They Don’t Just Drop a Trailer. They Build a Universe.
The trailer isn’t the whole story of the ad campaign; it’s the punctuation. They still use the poster and the trailer in ads, but the marketing campaign uses this as a closer—not an opener. It’s a case study in zooming out, and not only making ads that feature the plot of the art itself. They’ve pinned it to their profile, so that when people click through from an ad, the trailer is easily findable. It’s an integral part of the marketing ecosystem, but it’s not the bait.
@superman
3. They Don’t Just Use Superman to Sell Superman
They could’ve solely filled their feed with cape clips, classic quotes, and nostalgic callbacks from previous films. That would’ve been easy and expected. But they made a smarter choice: tapping into zeitgeist content—memes, nostalgia, pop references—their audience already loves. By remixing Princess Diaries audio or jumping on Full House nostalgia, they quietly suggest:
“If this trend is for you… maybe this movie is too.”
It’s a breadcrumb strategy—slowly guiding viewers toward the movie by building emotional familiarity first. (Plus, when you sort the Superman profile on TikTok by most popular, all the ads with trends and references rise to the top—outperforming all of the trailers.)
@supermanGet someone that looks at you the way Nicholas looks at David. 🤩♬ original sound – Superman
@guywithamoviecamera I just started a new internship at The Daily Planet, meet some of my coworkers!! #superman ♬ original sound – reece
4. They’re Not Afraid to Be Playful
Even if the film has some serious moments, the marketing doesn’t take itself too seriously. The campaign meets the internet on its terms. They’re having fun first, and pitching the movie later.
5. Actors Are Storytelling Partners, Not Just Cast Members
The campaign treats every press moment as an opportunity for content. Interviews and behind-the-scenes clips fuel TikToks. You can tell they are batching by using every moment with the cast to do more than just one thing. It’s strategic. Each event or interview they attend together generates multiple ads for the film.
@superman Well, do you? 👀 #Superman ♬ original sound – Superman
@superman Krypto has entered the (snap)chat. 😉 Have your own pup play date using the Snapchat lens with the link in comments. #Superman ♬ original sound – Superman
@superman One look up latte, please. ☕ #Superman ♬ original sound – Superman
What Arts Marketers Can Steal from This
Just because Superman has a big marketing team with big bucks, doesn’t mean we can’t steal some great lessons from this case study in epic marketing and repurpose it for the nonprofit arts & culture sector. Here are a few things you can do to market like a superhero:
🎭 Use the Key Art, but Don’t Worship It
Leverage your trailers and your key art—but make them into your closers, and consider different ways to engage with folks who may need more than a plot to compete with their evening plans on the couch.
📸 Think Like a Reporter
Where is your audience scrolling? What would make them stop if they didn’t know you existed?
🎤 Get More from Talent
Book actor or dancer time in batches. Don’t storyboard one video; plan ten & see what you can film with 1 hour of their time (or 2, if they’re feeling generous or it’s in your budget!). Make sure you capture personality, not just plot.
📼 Go Where the Vibes Are
Pop culture references, nostalgia, memes—these aren’t off-brand. They’re on-platform. Use them to start the conversation, and don’t get hung up on how connected they are to the art itself.
Our Final Takeaway?
Not all heroes wear capes.
Some just help great content take flight.
Let your next marketing move be the reason more people come out to see your organization’s latest show or exhibit.
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