3 Takeaways From Rihanna’s Advertising Marketing campaign for the Tremendous Bowl
Relying in your enterprise targets, a profitable advertising and marketing marketing campaign might help you increase model consciousness, drive site visitors, or construct an engaged neighborhood.
And Rihanna’s Tremendous Bowl technique checked all of the packing containers, because it mixed her music, magnificence, and style manufacturers to:
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Launch Restricted-edition Merch
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Faucet Into Storytelling
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Generate Buzz on Social Media
#1: Launch Restricted-edition Merch
As soon as it was introduced that Rihanna would headline the Tremendous Bowl LVII halftime present, the Fenty advertising and marketing empire went to work.
Fenty Magnificence launched limited-edition merchandise — just like the NFL-branded Gloss Bomb (with a brand new shade):
In the meantime, Savage x Fenty promoted IRL pop-ups of their unique Recreation Day assortment:
And post-performance, the Fenty group broke down which merchandise Rihanna wore on stage — bringing all of it full-circle:
Key Learnings:
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Restricted-edition merch creates a way of exclusivity — plus, it’s nice for constructing buzz. In the event you don’t have the funds, contemplate a well timed promo code or giveaway as an alternative.
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Create a post-campaign plan so you possibly can determine alternatives to advertise your merchandise and maintain the hype practice going.
#2: Faucet Into Storytelling
Tales are integral to any advertising and marketing marketing campaign.
They provide you a chance to share your model’s goal and your “why.”
Rihanna’s group tapped into this along with her Apple Music business main as much as the Tremendous Bowl.
Paired with considered one of her hottest songs, we had been reminded of her upbringing, values, and love for Barbados.
The consequence? Over 54M views and 40K feedback on Instagram:
Key Learnings:
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When storytelling, construct off of nostalgia to faucet right into a core emotion — it’s going to assist humanize your model.
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For video content material, use a powerful hook to maintain viewers .
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Repurpose your video throughout completely different platforms like Instagram, YouTube, and TikTok to achieve a wider viewers.
#3: Generate Buzz on Social Media
Previous to Rihanna’s Tremendous Bowl efficiency, followers tried to foretell what her set record can be and whether or not she’d have any visitor performers.
And the Fenty manufacturers leaned into this, as they dropped hints of their posts and engaged with followers’ content material too:
They even rolled out a customized audio — with influencers utilizing it of their Reels and TikTok movies:
And the Fenty manufacturers continued to submit concerning the efficiency — holding RiRi on everybody’s thoughts.
Key Learnings:
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Present up the place your target market is. Whether or not it is on Instagram, TikTok, or Twitter — create memes, response Tweets, and interactive posts they will like and share.
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Accomplice with related creators to assist promote your marketing campaign — earlier than and after the launch.
A profitable advertising and marketing marketing campaign will construct hype (and keep it), drive site visitors, and interact together with your target market.
And if there’s one one who is aware of methods to capitalize on a giant second and shine vivid like a diamond, it’s Rihanna. 💎
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