Unlock the Power of Rihanna's Super Bowl Marketing: What You Can Learn from Her Strategy for Your Business
Rihanna is by far one of the biggest names in music, fashion, and entertainment. In addition to that she is also a skilled marketer. We have been watching Rihanna's marketing rollout for her campaign and are just in awe of how many marketing touchpoints she was able to cover across all her brands for this Super Bowl performance. Let’s dive in to see why this campaign was AMAZING
She gave herself adequate time to for the marketing campaign and considered brand timing
A marketing campaign needs sufficient time to reach your target audience, but it shouldn't surpass the timespan in which customers might lose interest in your promotions, the average duration of a marketing campaign is 45 days. Notice she made the announcement on September 25, 2022, but the true rollout doesn’t begin until 5 weeks out from the game (January).
In the PR world, social listening and timing are crucial for a good press run. Rihanna doesn’t miss a mark here either. This announcement is a perfect example of her team listening to her fans who are craving new music and a tour. It also flowed well right after her Savage Fenty show and performance for the Black Panther sounds track.
She got every single part of the timing for this campaign right.
2. She collaborated with multiple partners to amplify campaign awareness and grow campaign reach
Partnership marketing (sometimes called partner marketing) is a collaboration between parties that benefits both entities and helps them achieve their business and marketing objectives. These objectives range from increased brand awareness, recognition, and credibility, to lead generation, sales, and business growth. For this campaign Rihanna partnered with:
CashApp
Fenty Beauty
Fenty Skin
Savage x Fenty
Apple Music
NFL
Every partner helped to amplify the reach of this marketing campaign and generate more buzz around the upcoming performance.
3. She played by the rules of color
Every year Pantone announces the ‘Color of the Year”. This year’s color was Viva Magenta. Rihanna ’s social content for “Team Fenty” stayed within those colorways.
More examples of staying completely on target for every piece of this rollout.
4. She drove home the campaign with Physical Pop-Ups
As if everything wasn’t already perfect, she even made sure to have three pop-ups in big markets such as Los Angeles, Atlanta, and Phoenix where she would have the opportunity to kill a couple of birds all at once:
Promote the performance
Sell Fenty Skin
Sell Fenty Beauty
Sell Savage x Fenty merch
5. She expertly cross-promoted her brands without losing brand integrity
DO. YAL. SEE. THIS. 🤯 No. further commentary is required.
Rihanna used 8 Marketing Touchpoints
Personal Brand
Fenty Beauty
Fenty Skin
Savage X Fenty Line.
Pop Up Shops (In person)
Apple Music
Trailer for performance (Traditional Video Advertisement)
NFL partnership
Day by Day Timeline of Rihanna ’s Super Bowl Marketing Campaign
{19 Weeks Until Super Bowl LVII}- Makes Performance Announcement.
{5 Weeks Until Super Bowl LVII}- Quick Teaser of Super Bowl Merch
{3 Weeks Until Super Bowl LVII}- Drops Apple Music partnership Teaser Video
{3 Weeks Until Super Bowl LVII}- Cross Marketing Begins with Fenty Brands + with Giveaway Announcement
{3 Weeks Until Super Bowl LVII}- Cross Marketing with Fenty Savage by announcing exclusive Game day Collection
{2 Weeks Until Super Bowl LVII}- Cross Marketing with Fenty Savage pushing exclusive merch line
{2 Weeks Until Super Bowl LVII}- Cross Marketing with Fenty Beauty & Skin by announcing Meet our #SHOWSTOPPR Kit + new products
{2 Weeks Until Super Bowl LVII}- Cross Marketing with Fenty Beauty & Skin highlight new beauty sponge
{2 Weeks Until Super Bowl LVII}- Atlanta Pop Up
{1Weeks Until Super Bowl LVII}- Phoenix Pop Up
{1Weeks Until Super Bowl LVII}- NFL fans passionately sing Rihanna's 'Stay' ahead of Super Bowl 57 halftime show
{3 Days Until Super Bowl LVII}- Holds Press conferences + drops “Run This Town” teaser (ad)
Key Takeaways for you and your business:
Proper campaign planning is key. This campaign showed the power of planning a year in advance to really allow a marketing campaign to reach it’s fullest potential
Partnering with other brands/businesses that align with your target audience
Influencer marketing is still a key tool when done correctly
Pop-up shops bring the online experience offline and allow you to attract new customers in new markets
Tell us your thoughts on Rihanna ’s marketing for her upcoming performance!