How to become Deadpool famous

Ryan Reynolds has made a remarkable journey from small acting roles to being one of the highest-paid actors in Hollywood. He’s built a business empire worth over $14 billion through brands he’s co-founded or sold, inspiring many to try to replicate his success. His charm is undeniable, but there’s more to his success than just his personality. His strategic thinking, tireless work ethic, and ability to connect with his audience have driven his success. But how did Ryan Reynolds go about redefining the rules for modern entrepreneurs?

The Reynolds effect: A new era of celebrity branding

Reynolds’ journey from actor to business mogul shows how strategic choices, talent and hard work can lead to business success. Reynolds recently acquired a majority stake in Wrexham Lager with his business partner Rob McElhenney – four years after they purchased Wrexham AFC together.
In 2018, Reynolds acquired a stake in Aviation Gin and took an active role in the company’s creative direction and marketing strategies. In 2020, it sold for $610 million. Reynolds also purchased a stake in Mint Mobile in 2019. After growing the business successfully, it was bought by T-Mobile for $1.35 billion in 2023.
Reynolds also co-founded Maximum Effort Productions with George Dewey in 2018. This business acts as both a film production company and a digital marketing agency. The enterprise creates viral marketing campaigns, not only for Reynolds’s own brands but also for brands like Match.com and Peloton.
Reynolds is clever when it comes to using effective SEO strategies. He capitalises on trending topics to create timely, relevant content that is highly shareable. For example, Peloton released a controversial advert in 2019 that received heavy criticism online. Maximum Effort were swift in creating a witty response in only a matter of days by using the same actress in an advert for Aviation Gin. These timely ads naturally drive traffic to his content, increase backlinks and visibility in search results, and help build a strong online presence.
The agency’s campaigns blend authenticity and humour, making them relatable and engaging. In 2020, Maximum Effort created the viral Match.com advert. The creative advert joked that 2020 was Satan’s perfect match, highlighting the year’s challenges.
So, what do people think of Ryan Reynolds’s marketing strategies? We surveyed 1,000 people, asking how they would rate his effectiveness as a marketer in terms of his work with Deadpool, Wrexham AFC and Maximum Effort. Almost a quarter (24.6%) of respondents said they thought he was extremely effective at marketing while 25.1% thought he was very effective. On the flip side, 11% thought his marketing was not effective at all.

What makes you follow a brand on social media?

With 53.9 million followers on his personal Instagram account and 341K followers on his Maximum Effort account, Reynolds utilises his digital platforms to create a cohesive brand voice and increase online visibility. People enjoy following along to see what he has to offer next.
Using social media to connect with his audience is a vital part of Reynolds’s marketing strategy.
But what makes you follow a brand on social media? We wanted to find out what makes someone hit ‘follow’ on platforms like Instagram and TikTok. Some of the most common reasons included:

• An interest in the brand or its products: Many respondents said they followed brands online because they had used their products or services before, or were interested in buying them. Following the brand allowed the respondents to keep up to date with the latest products and promotions.
• Good quality content: Respondents value brands that create engaging and interesting content. This included providing information, entertainment, inspiration and humour.
• Offers and discounts: Respondents said they follow brands online to receive offers and promotions.
• Recommendations and familiarity: Some respondents mentioned following brands they were familiar with or had been recommended by family or friends.
  By understanding what makes someone follow a brand on social media, businesses can use these insights to develop effective marketing strategies.

Obstacles to adopting Ryan Reynolds' marketing strategies

While Ryan Reynolds’ marketing strategies have proven successful, it may not be easy for other brands to replicate his success. We asked respondents to identify the biggest challenges in applying Reynolds’s marketing strategies to other brands.
One of the biggest challenges could be replicating his distinctive personality and humour. Respondents highlighted his humour as a key factor in his appeal, and many believe this is linked to his persona, making it difficult to recreate authentically.
Another potential obstacle is reaching such a broad audience. Reynolds already has celebrity status, which gives him an advantage when marketing his brands. It’s unlikely that most brands would be able to reach an audience of that scale.

Celebrities following in Ryan Reynolds’s footsteps with marketing success

We asked our respondents if there is a particular celebrity they think is great at marketing. Names like David Beckham and Taylor Swift kept showing up repeatedly alongside Ryan Reynolds.

David Beckham
David Beckham has gone from a football legend to a global brand icon, creating what is now known as “Brand Beckham”. He began planning his business strategy years before retiring from football and strategically built an impressive endorsement portfolio with brands like Diageo, Adidas, and Maserati. Even after his playing career ended, his brand power grew with even more endorsements.
Some of Beckham’s key business investments include Inter Miami FC, Studio 99, and DB Ventures. In 2022, Beckham sold a 55% stake in DB Ventures for a reported $269 million. His brand success is another example of how celebrities can transition into powerful business entrepreneurs.

Taylor Swift
Taylor Swift is another example of a celebrity who has nailed their marketing strategy. Swift’s marketing isn’t just about the music. She creates a unique experience that connects her fans, also referred to as “Swifties”, to her music and personal life. Her success is based on being authentic, telling great stories, building a strong fan community, and always trying new things.
One of Swift’s biggest marketing strategies was rerecording her first six studio albums to reclaim ownership of the music after her original masters were sold without her consent. This brought an element of nostalgia into her marketing, appealing to older fans while also gaining new listeners. Swift used social media to engage with fans and build a strong community around the re-releases. Another pivotal moment for Swift was dropping her Folklore album in 2020, announcing its release only hours before and generating a significant buzz and excitement amongst fans. Taylor Swift also creates a massive global buzz through hidden “Easter eggs” in her music videos and social media posts. In May 2022, she cleverly referenced lyrics from her Midnights album during her commencement speech at New York University, for example.

The future of celebrity marketing

Celebrities like Ryan Reynolds, David Beckham and Taylor Swift are likely to continue shaping the future of marketing. As these celebrities demonstrate, effective marketing is about creating meaningful connections, using technology and transforming traditional advertising into engaging, personalised experiences that go beyond simple product promotion.