Evolving DC from comic fandom to a global cultural force
As DC’s Social AOR, UNFOLD leads social strategy and execution across 13 business units, spanning theatrical, streaming, publishing, and gaming. By reframing iconic IP through cultural conversation, we help evolve DC from a niche fandom brand into a globally relevant entertainment presence.
Industry
- Entertainment
Services
- Social Strategy
- Content Creation
- Community Management
- Analytics & Reporting
- Creative Strategy
- Experiential & Live Events
- Shoot Production
1 Billion
Total Impressions
21MM
Total Engagements
1.9MM
Total Shares
2.2MM
Followers Gained
Challenge
DC operates within a legacy of hardcore comic fandom that can limit broader cultural reach. The challenge is expanding the brand’s relevance, engaging wider audiences, and supporting multiple business units and revenue streams without losing its core identity.
Approach
We shift DC from speaking only to fandom to using its IP as a lens to connect with mainstream culture. Through real-time trend participation, always-on “writer’s room” ideation, and culturally fluent storytelling, we create content that reaches beyond core fans while maintaining authenticity.
Impact
We tap into cultural trends to reframe iconic characters in unexpected ways, from subverting Batman and Joker’s rivalry through the lens of “cottage-core” romance to building platform-native series that resonate with new audiences. This approach turns familiar IP into culturally relevant content designed for sharing and conversation.
Our strategy has driven measurable audience growth, increasing female audiences by 21% and Gen-Z by 20% over the course of the campaign. At the same time, we support full-funnel execution, from ideation to real-time coverage at SDCC and major events, extending DC’s presence across both digital and physical moments.
