26/06/2024
Let’s talk about pop culture in your marketing! 😎
While many brands attempt to do this, Gymshark has notably excelled with their Taylor Swift Eras campaign. They’ve brilliantly incorporated current pop culture into their strategies.
To celebrate Taylor Swift’s massively popular Eras Tour, the campaign features a collection inspired by Taylor Swift’s stage outfits, and plus a giveaway of free tour tickets.
So, how did they make it work? 😮
By tapping into one of the UK’s hottest cultural trends, Gymshark has not only captured attention but also strengthened their connection with the Swifties. This move also introduced Gymshark to a new audience of fans who feel a connection based on shared interests - a savvy move by the Gymshark team 👏🏻
What’s the key lesson here? 🧐
Using trends can significantly elevate brand visibility. The trick lies in selecting trends that resonate with your brands values and personality while also staying true to your identity. As Gymshark’s Head of Social, Emily Lorimer, puts it: “We know there are legions of Swifties in our community that love both fitness and Taylor, so we thought, why not do something that resonates with both? For the record, we’re always in our gym Era though.”
What are your thoughts on this responsive marketing approach?
