Taylormania 101: Lessons In Partnering With Pop Culture
The Eras tour is in full swing in Australia, and Taylor Swift has already conquered her biggest show yet, taking on the Melbourne Cricket Ground (MCG) with almost 100,000 fans in attendance. In this guest post, Paramount’s Melbourne marketing manager Jessie Castle (pictured below) argues it’s a case of the quick or the dead when it comes to brand participation.
With Sydney up next to welcome a tsunami of glittery dresses and beaded bracelets, it’s now or never for brands to take up the call of the Swifties – so, who will play ball?
In a world full of budget cuts and rising living costs, it’s harder than ever for brands to be convinced to jump on to a trend, especially one with a shelf life of just two weekends. Nonetheless, a few have capitalised on the moment, successfully jumping on the Taylor Swift bandwagon, cowboy boots in tow.
Marketers and creatives alike know one thing: create an emotional connection with the audience, and you’ll see it reflected commercially. Dulux has taken advantage of this thinking by taking aim at Melbourne lyric-lovers, launching their cheeky oOh! Campaign with an iconic Bridge Road billboard right near the MCG.
What does paint have to do with Taylor Swift, you say? Well, if Barbie taught us anything it’s that even the thinnest of connections can have hugely positive results for brand. Take the Uber Eats; “Tonight I’ll be Eating” campaign, spruiking the likes of Kim Kardashian-West and Paris Hilton – hardly the poster women for takeaway food. Nonetheless, their use of pop culture references and undeniable star power bagged Uber Eats one of the most celebrated campaigns in the past few years, not to mention likely helped in growing their user base from 2.3 million in early 2020 to 3.5 million in 2022.
Vegemite played on its ‘icon’ status with its ‘Welcome to Australia’ billboard. A smart step towards creating sentiment with Gen Z and Millennial audiences – an important consideration for a brand spanning 95 years. Taking a localised approach, they positioned the billboard en route to the Melbourne CBD from Melbourne airport and caught Swifties attention in droves as they made their way here from interstate. Short, focused and engaging – work smarter not harder, they say.
Admittedly, partnering with pop culture is not without risk. With huge star power comes a shuffle in the hierarchy of messaging – often bumping brand USP out in exchange for the glitz and glamour of it all. It’s understandable why brands are hesitant, what’s the point of a marketing campaign if not to market the product?
The reality is that it’s all in the context. The marketer’s dream is to see the right brand opportunity, move swiftly (get it?) and garner results. But how often does a pop culture phenomenon tick all the right boxes? Especially considering that to outweigh limited brand messaging, the reach and sentiment of the partnership needs to seriously outperform its traditional campaign counterparts. TimTam’s answer to this was a ‘flash in the pan’ campaign, with a limited run of “TayTam’s” and friendship bracelets given out to punters at Taylor’s Melbourne show. Taking advantage of
Taylormania over the course of three short days, with a focused approach – nailing the ever-impossible task of balancing output with projected results.
Taylormania won’t fit every brand, nor is it meant to. But, for the lucky few that it does, it’s impact shouldn’t be underestimated. After all, what’s marketing without a little risk?
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.