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Taylor Swift has been hard at work releasing new albums and touring around the world, and marketers have been working hard as well to quickly trend-jack her tours and appearances.
In fact, last October, after Swift posted on social media about the sauce she ate when she went to a Chiefs game, Heinz had no one to catch up, but with a new custom label called “Ketchup and Seeming Ranch.” It was created.
on the other hand,Marina Bay Sands, which will head her much-anticipated The Eras Tour in Singapore next month, is offering ‘Stay Stay Stay’ packages starting from S$10,000 and S$50,000. Both of these packages are already sold out.
DON’T MISS: Taylor Swift’s UOB ticket pre-sale: What more can be done to retain consumers?
Just yesterday, Jewel at Changi Airport also announced that it would be launching a jeweled singing event at Shiseido Forest Valley, a play on her songs, inviting singers and Swifties fans. Decorated with jewels.
As the list of marketing campaigns that capitalize on the singer’s fan base, music, and personality continues to grow, Marketing Interactive spoke to six industry experts about what Swift is turning into a new marketing gimmick.
Fiona Bartolomeusch, Managing Director, Formula8
Bartholomeusz said Swift has indeed crept into marketing campaigns. “When she announced her album, brands like Lazada created social media posts trendjacking the announcement,” she explained.
In fact, when tickets went on sale for her tour in Singapore last year, quirky social media posts and memes also appeared on a list of brands including IKEA, Sentosa and Foodpanda.
Her genuine personal charm and the fact that she is extremely knowledgeable about her market make her a special asset to the brand.
“Her sheer personal charm and the fact that she is incredibly knowledgeable about her market makes her an asset to brands,” Bartolomeusch said.
Peter de Kretzer, CEO GO Communications
“Headlines perpetuate headlines, and the more it gets out there, the more people want it,” my late, great father used to say, “Any publicity is good publicity.” No one repeats that boring old adage, but even when Tay Tay isn’t on stage, he’s a headline act with a guitar strapped in and a microphone in the palm of his hand,” Krester said.
Even when he’s not on stage, Tay Tay looks like a headline act, guitar strapped and microphone in the palm of his hand.
On Swift’s burgeoning romance with Travis Kelsey, Crester says the coveted trophy’s arrival in the Sunflower State of Kansas focuses on Swift, not Vince Lombardi’s metal structure. gathered together and said it was like the ending of a classic fairy tale.
“The ultimate PR Valentine’s Day gift to the rest of us, or the ultimate branding machine that turns ‘blank space’ into ‘blank check,'” he said.
“Either way, the once-illustrious country singer proves that the power of a (personal) brand transcends industry boundaries and is in transition, creating the ultimate hype with his supreme ability to ‘Shake It.’ Built Off” and topped the consumer charts! When asked if there is a blank, “write your name,” Crester added.
Bethany Bloch, Mutant Communications Head of Content
“Celebrities like Taylor Swift, who have cultivated a loyal and devoted fan base over the years, are always attractive to brands,” Block said.
Swift’s Asia-Pacific concerts are only held in Japan, Australia, and Singapore, so many fans travel internationally to see her, making it easy for brands to capitalize on concerts and her star power. Block said that’s not surprising.
Celebrities like Taylor Swift, who have cultivated a loyal and devoted fan base over the years, are always attractive to brands.
“Whether they choose to do their due diligence and truly curate campaigns and events for Swift, or simply use the superstar’s name as a way to get people through the door, is whether they make mistakes. “We will decide whether to use Swift as a gimmick,” Block explained.
Manisha Sewal, President of Red Hill
What makes Swift so marketable is the fact that her music appeals to the whole family, with parents, children, aunts, uncles, nieces and nephews singing along to her music, Sewal said. added.
She also said, “Brands want to connect with her and cast viewers across the internet while looking ‘on trend’ like Swiftie.”
Brands are hoping to connect with her in order to appear as “on-trend” as the Swifties while casting viewers across the internet.
Interestingly, Sewal warned brands to be fed up with celebrities’ carbon footprints, amid media reports suggesting that Swift’s private jet use leads to high carbon emissions.
“One band to learn from is Coldplay, who reduced their CO2e emissions by 47% compared to their 2016-2017 tour and also published a sustainability report,” she said.
Coldplay recently performed in Malaysia and Singapore as part of their Music of the Spheres World Tour, reducing direct carbon emissions from show production, transportation, band and staff movement by 50% issued a statement stating that it aims to do so.
In fact, research has found that the majority of luxury goods consumers in the Asia-Pacific region would reduce their support for brands that ignore environmental sustainability.
The comprehensive survey, conducted by market research firm inspiring-i and commissioned by luxury goods and sustainable packaging specialist Delta Global, found that Gen Z consumers in Hong Kong, Australia, Malaysia, Singapore and mainland China The survey was conducted among more than 2,000 luxury goods consumers from Generation X (ages 18 to 55).
Casey Law, Creative Chief of The Clan
“Everyone wants Taylor pieces from Swifties. She has such a wide and loyal fan base that it would be great for most brands to be associated with her.” Mr Law said.
“The impact she had on the NFL and Kaizer Chiefs through her relationship with Travis Kelce was immense. But of course that doesn’t happen overnight,” he added.
It’s a brand that Taylor Swift herself has spent decades building.
as It’s a brand that Taylor Swift herself has spent decades building, with the aptly named ‘The Elus Tour’, and it would be foolish for brands not to capitalize on her presence and name. added Mr Law.
Syed Mohammed Idid, GM of Strategic Communications and Stakeholder Engagement, West Coast Expressway (WCE)
Yidid also talks about how Swift’s music’s appeal across different age groups makes her particularly popular among brands.
Marketers can learn from Taylor Swift how to stay true to their persona and stick to their brand guns.
“As Swifty’s father, in my opinion, Tay Tay is not a marketing gimmick. Her power lies in her personal ability to attract the most marketable youth demographic, the young at heart with unimaginable purchasing power. It’s a brand,” he explained.
“Marketers can learn from Taylor Swift how to stay true to their persona and stick to their brand guns,” Idid added.
Related article:
Taylor Swift partners with Google to release music, solving 33 million puzzles
Taylor Swift skips Hong Kong on upcoming Asia tour: What more can be done to attract a global artist?
KLOOK delves into music tourism as official partner of Taylor Swift’s ‘The Eras Tour’
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