The article "How Brands Are Cashing In On Taylor Swift's 'The Life of a Showgirl' Hype" by Marie Chavez serves as an opportunity to shine a light on a once in blue moon cultural phenomenon. An event so catastrophic that companies and competitors run to get a drop of momentum from building campaigns surrounding the singer. I'm intrigued by this current moment in culture because it's a clear representation of how companies juggle between capitalizing off of what they know will bring in sales and staying true to their brand image and audience.
Following the release of Taylor Swift's 12th studio album "The Life of a Showgirl," released on October 3rd, social media has been buzzing with reactions and engagement. Not only from her global empire of fans, but large household name companies as well.
Chavez demonstrates how companies such Uber, Starbucks and KitchenAid have jumped on the bandwagon. The key takeaway emphasizing how they use Swift's cultural grip to fuel engagement. For instance; Starbucks' Nashville "Starbies coffeehouse" popup. Which featured only the singers songs playing on radio. Uber recently added in-app references to Taylor Swift's brand identity by incorporating information regarding cat adoption centers around the nation. As well as Uber Eats' "Swiftie Specials" which can range from discounts to free delivery for using code "showgirl." Even KitchenAid, an appliance company, used this as an opportunity to showcase their glittery orange stand mixers.
Baked By Melissa is a prime example of another key takeaway; hijacking is not authenticity. Rather than simply grasping at straws in desperate attempts to remain relevant, brands should find creative ways to add to consumer experiences. Subtle, authentic tie-ins. Melissa's Showgirl themed cupcake set is a strategic nod to the worldwide trend, while also staying true to what it's niche is familiar with. Chavez also touches on Insomnia Cookies' 13 cookies for the price of 12 deal. 13 being the singers renowned signature number, and 12 symbolizing her 12th album era. Additionally releasing a limited addition fall chai cookie; a known favorite flavor of Swifts. Insomnia Cookies is able to appeal to buyers who love Taylor Swift, while also remaining in tune with their natural flow of service.
Like all cultural moments, they die down. While countless brands are running to the gates to show that they associate with the glittery orange phenomenon, how they differentiate from the rest is what will carry them beyond this moment in history. These campaigns should only be used as tools to reach larger audiences and grow the foundation that was already sprouting. People move on, and when they do, brands that have given themselves to their audience are the ones that will win.
Lets take a look at the value propositions of noted brands -
- Uber: Convenience on-demand and affordability.
With deals like the limited time "showgirl" code, which grants free delivery for orders exceeding $20, Uber reinforces their value proposition to audiences by holding true to their promise of cheap and easy service.
- Starbucks: The living room between home and work.
The "Starbies" popup coffeehouse is an authentic integration to the brands promise; a place where fans can feel at home and connected. Fans were able to enjoy the album release together, with the singers name written on their cup.
- KitchenAid: Professional and durable design with high performance.
The brands showgirl campaign appeals to audiences who value aesthetics and pop culture, while also polishing its modern, high quality brand identity.
Brands recognize the enormous, cult following that Swift has. The release of "The Life of a Showgirl" was a prime opportunity for brands of all facets to expose themselves to a new dedicated wave of potential buyers. These brands didn't have to reinvent themselves or release an entirely new product wave. They simply rode the wave of the era, integrating the trending aesthetics into their own identity. The glittery orange showgirl themes, when done authentically, shined a light on what was working for a brand.
As it was previously mentioned, the challenge is standing out. With every brand hopping on the trend, they risk appearing forced and oversaturated. Exploiting the singer's fame and appeal for engagement. If a brand doesn't go about participating in this moment in culture authentically, it creates a disconnect with Swift's fanbase, who are know for having deep connections with her lyrics and value honesty.
What's unique about this marketing approach is the way a vast number of companies are participating in a single event alone. With no paid sponsorship from the singer or other partnership, brands have piled onto the trend, leveraging her huge influence. Brands used what naturally tied into swifts audience, like Baked by Melissa's sparkly bright colored cupcake set, and incorporated that into their own aesthetic. Appealing to that brands target buyer persona and creating a creative outlet for brand alignment, rather than superficial, paid sponsorships that feel disconnected from fans.
Leveraging the album era proved to be largely effective in bringing awareness and engagement to participating brands. They tapped into swift's audience of young women online and gave them experiences they would want from their favorite artist. The biggest critique you could give to these brands is saying that they are chasing trends and inauthentically associating with a cultural moment meant to be moved on from. While this marketing approach is affective at this point in culture, and even interesting to observe, it is not an exercise of sustainability or long lasting fan loyalty. Another critique being ways brands could have overlooked the singers artist value proposition and message. Using her brand and persona as a product. The "Starbies" coffee popup might be a clever take on the Swifties, but that fandom title is dated and sacred to her fanbase.
If I were a large corporation looking to expand the reach that my company has through such a cultural moment, I would take that opportunity. But taking it a step further beyond the initial hype wave, I would move on from the showgirl aesthetic when the moment dies down. Shifting energy towards new things that my audience wants to see and engage with. Sustaining that engagement that was built up through the initial buzz and investing in things like future exclusive deals and Taylor swift related collaborations. Ultimately keeping a whole generation of consumers engaged interested.
The biggest takeaway from Chavez's article is the way a catastrophic cultural phenomenon impacts the market. I've learned that to successfully align your own brand identity with another as a means of visibility means to do it authentically. To time it perfectly so it arrives to fans just when they need it, and leave when the moment dies. Successful brands didn't copy Swift's aesthetic to chase trends, they celebrated an era which united many audiences alike.
https://www.inc.com/maria-jose-gutierrez-chavez/how-brands-are-cashing-in-on-taylor-swifts-the-life-of-a-showgirl-hype/91247437
Comments
Post a Comment