3 Takeaways From Rihanna’s Super Bowl Marketing Campaign

3 Takeaways From Rihanna’s Advertising and marketing Marketing campaign for the Tremendous Bowl

Relying in your enterprise objectives, a profitable advertising 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:

1. Launch Restricted-edition Merch

2. Faucet Into Storytelling

3. 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 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 Sport Day assortment:

And post-performance, the Fenty staff broke down which merchandise Rihanna wore on stage — bringing all of it full-circle:

Key Learnings:

• Restricted-edition merch creates a way of exclusivity — plus, it’s nice for constructing buzz. In the event you don’t have the funds, take into account a well timed promo code or giveaway as a substitute. 

• Create a post-campaign plan so you’ll be able to determine alternatives to advertise your merchandise and maintain the hype prepare going.

#2: Faucet Into Storytelling

Tales are integral to any advertising marketing campaign. 

They provide you a chance to share your model’s function and your “why.” 

Rihanna’s staff tapped into this along with her Apple Music business main as much as the Tremendous Bowl.

Paired with one in all her hottest songs, we had been reminded of her upbringing, values, and love for Barbados. 

The end result? Over 54M views and 40K feedback on Instagram:

Key Learnings:

• When storytelling, construct off of nostalgia to faucet right into a core emotion — it will assist humanize your model.

• For video content material, use a powerful hook to maintain viewers .

• 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 listing 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 — maintaining RiRi on everybody’s thoughts.

Key Learnings:

• Present up the place your audience is. Whether or not it is on Instagram, TikTok, or Twitter — create memes, reaction Tweets, and interactive posts they will like and share.

• Accomplice with related creators to assist promote your marketing campaign — earlier than and after the launch.

A profitable advertising marketing campaign will construct hype (and preserve it), drive site visitors, and interact along with your audience.  

And if there’s one one that is aware of find out how to capitalize on an enormous second and shine shiny like a diamond, it’s Rihanna. 💎

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