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How Marvel Taps Into the Multigenerational Multiverse on Social

Posted Under: Social Pros Podcast
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Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert

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How does Marvel connect with fans of all ages, hailing from every corner of the world, and speak to them in a way that truly resonates? Join us on this episode of Social Pros as we delve into Marvel’s incredible social strategy with their Executive Director of Social Media, Adri Cowan.

How Marvel Stays Unified Yet Adaptable on Social 

Marvel is a global phenomenon that transcends generations, so how do their social media team create a unified strategy that speaks to their vastly diverse audience? 

On this episode of Social Pros, we are joined by Adri Cowan, Executive Director of Social Media at Marvel Entertainment!

Adri shares an overview of her role, how she taps into fandom and loyalty and how her and her team keep their strategy unified yet adaptable. 

Plus, she shares the ways in which user-generated content plays a part in her work, her measures for success and how she tackles burnout within her team. 

In This Episode:

  • 3:15 – What Adri’s role at Marvel involves  
  • 5:03 – How Adri became part of the Marvel team 
  • 7:31 – How Marvel adjusts its social strategies across the Marvel universe 
  • 9:52 – Building a unified social media strategy 
  • 12:23 – Strategies for building loyalty in the fan base  
  • 14:12 – How Marvel harnesses user-generated content  
  • 16:41 – How Adri helps her team tap into trending content  
  • 19:29 – Celebrating and measuring successes at Marvel  
  • 23:02 – The challenges of managing a fast-moving team without suffering burnout  
  • 25:41 – Adri’s top places for seeking inspiration 
  • 27:05 – The Marvel character Adri thinks would have the best social media presence in real life  
  • 29:14 – The final two questions and Adri’s tip for social pros 

Quotes From This Episode:

Our goal is to keep reminding our fanbase why they love their favorite character, why they love comics and what excites them about this universe. We want to show them new and interesting ways to engage. Share on X
I love the idea of a continuous incremental improvement, failing fast and getting better and better at each iteration. @adricowan
“The only way we can do this whole thing is by just trying, failing, trying, succeeding and pivoting until the platform dies.@adricowan



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