3 Marketing lessons we can all learn from Rihanna
If you missed it, cousin Rihanna created marketing magic leading up to and during the big game. She understood the assignment and literally skirted the multi-million dollar commercial fee other brands pay during Super Bowl ad breaks for Fenty Beauty and Savage X Fenty. For context, a 30-second ad can cost between $6 million and $7 million.
We saw this specifically when she promoted limited-edition products on social leading up to the event, and when she reapplied her Fenty Beauty make-up mid-performance! Freakin genius.
To ensure this resonates, WWD, found that Rihanna earned $5.6 million in Media Impact Value for her brand Fenty Beauty in the first 12 hours after the performance.
Oh, searches for Fenty Beauty reportedly rose by a whopping 883% after Rihanna promoted the brand during her performance. Savage X Fenty also blasted its email subscribers early Monday morning, showcasing how consumers can shop the looks featured on Rihanna’s core dancers. “In case you missed it, Savage X Fenty brand visionary and CEO Rihanna just had the most iconic moment on the biggest football stage: The Apple Music Super Bowl LVII Halftime Show,” read the email, which included a link to products. “Don’t miss out on your chance to shop the dancer looks—see below for product details from BTS and halftime show.”
Here are 3 Marketing lessons we can all learn from Rihanna
Cultural moments matter. Understanding your brand’s role during high-value occasions can make or break your marketing campaign. Capitalizing on cultural events (when relevant) can provide a powerful opportunity for brands to join in on the conversation and drive impact for their brands.
Paid gigs don’t always equate to real value. Rihanna did not get paid for her halftime performance but reached over 100 million people to bring awareness to her Fenty brands. Searches for Fenty Beauty reportedly rose by a whopping 883% after Rihanna promoted the brand during her performance. Savage X Fenty also blasted its email subscribers early Monday morning, showcasing how consumers can shop the looks featured on Rihanna’s core dancers.
Influencer marketing is still a thing. Rihanna skipped traditional ads and instead borrowed from the world of influencer marketing, using product placement to promote her makeup. The 3-second product placement humanized her brand; the moment made her brand real and relatable.
Overall, we believe she won the big game!