03/01/2023
How to steal Rihanna's Superbowl halftime show marketing strategy, without any budget or 145 million social media followers...
After the iconic halftime show, Rihanna's first live performance in seven years, searches for Fenty Beauty went up a whopping 833% while earning $5.6 million in media impact value.
Was this the power of influence and luck or a solid marketing strategy?
Let's uncover two key marketing strategies Fenty Beauty used to blow up Riri's brand that won't cost you a single penny.
Harness the power of storytelling:
In any marketing campaign, stories play a crucial role as they allow you to share your brand's purpose and core values. Rihanna's team understood the assignment and leveraged it in her Apple Music commercial before the Super Bowl. With one of her popular songs in the background, the commercial showcased Rihanna's upbringing, values, and love for Barbados, creating an emotional connection with the audience. The outcome was impressive, with over 54 million views and 40,000 comments on Instagram, proving the power of storytelling in marketing.
Key takeaway:
To add a human touch to your brand, incorporate nostalgia into your storytelling to tap into a fundamental emotion. This approach can evoke relatable memories and experiences, making it easier for your audience to connect with your brand.
Generate buzz on social media:
Leading up to Rihanna's Super Bowl performance, fans eagerly speculated on her setlist and whether there would be any surprise guests. Fenty brands capitalized on this excitement by dropping hints in their social media posts and engaging with fans' content. They even introduced a custom audio, which influencers used in their Reels and TikTok videos to further build the buzz around the performance. Fenty brands continued to post about the event, keeping RiRi at the forefront of everyone's minds.
Key takeaway:
Show up where your target audience is. Whether it's on Instagram, TikTok, or Twitter — create memes, reaction Tweets, and interactive posts they can like and share.
What did you take away from the fun-filled halftime show? Let me know in the comments!
