Brand Breakdown: A Fenty Frenzy

Driving marque visibility with the powerfulness of celebrity

Generating buzz doesn’t automatically make a bottom-line impact. This is the main drawback of personage branding, wherever the marque itself runs the hazard of getting mislaid successful the nationalist figure’s shadow.

Take, for example, Rhianna and her Fenty marque strategy during Super Bowl LVII. While the lawsuit itself whitethorn consciousness similar aged news, it’s ne'er excessively precocious to larn from campaigns of selling past.

Rihanna’s 2023 halftime amusement captivated the world’s attraction for aggregate reasons. It marked her long-awaited instrumentality to unrecorded performances aft a important hiatus, fueling excitement among her planetary instrumentality base. She besides utilized this accidental to marque a idiosyncratic announcement, revealing her gestation to the world, and generating adjacent much hype.

A cardinal facet of Rihanna’s strategy was seamlessly integrating products from 2 of her brands — Fenty Beauty and Savage X Fenty — into her halftime performance.

By doing so, she efficaciously showcased the versatility and relevance of her brands, demonstrating the imaginable for synergy betwixt amusement and user goods.

Capturing attraction successful the close moments

The halftime amusement itself was conscionable 1 portion of the puzzle. Rihanna orchestrated a media blitz surrounding the event, employing a wide scope of tactics to make buzz and prosecute her audience.

Her attack encompassed societal media campaigns, collaboration with strategical partners, influencer marketing, and the merchandise of limited-edition products, among different initiatives.

Rhianna’s show and consequent media activities caused her and the associated brands to inclination importantly connected some societal media and integrated search. This heightened involvement led to an astounding 833% increase successful Google searches for Fenty connected that day, according to Google Trends.

In presumption of societal media, Fenty was the astir mentioned brand, surpassing each others, according to Sprout Social. The marque received an awesome 16,432 mentions, resulting successful implicit 180,708 engagements and much than 321 cardinal impressions. 

This level of visibility and engagement is simply a testament to the effectiveness of personage branding and affinity, arsenic good arsenic the virality of the Super Bowl halftime amusement itself. 

But was the Fenty media frenzy capable to prolong semipermanent success, oregon did the personage and Super Bowl splash outshine the marque marketing?

When personage selling steals the show

Despite the archetypal visibility generated by Fenty’s Super Bowl selling campaign, it faced challenges successful focusing that attraction connected the marque itself, maintaining power implicit its narrative, and transforming consciousness into concern interaction done authentic user connection.

While the lawsuit generated monolithic attention, astir of the absorption was centered astir Rihanna herself and her gestation alternatively than connected Fenty Beauty and Savage X Fenty.

This displacement successful attraction highlights the situation of maintaining power implicit the marque communicative erstwhile the influencer’s idiosyncratic communicative takes halfway stage.

The attraction surge that Fenty experienced successful the aftermath of the Super Bowl was besides short-lived. Looking astatine the Google Trends information below, we observe that the spike successful Fenty hunt involvement lone lasted astir 24 hours, arsenic opposed to the sustained attraction garnered by Rihanna’s idiosyncratic announcements.

The attraction garnered by Fenty during this play was besides not wholly positive. The accrued visibility led to unfavorable contented regarding trust, litigation, and Fenty’s merchandise prime ranking connected respective branded queries.

When examining the apical integrated listings successful Google astatine the time, we recovered that 50% of the apical 10 results for “Savage x Fenty reviews” were negative.

This serves arsenic an important reminder that heightened visibility tin amplify some affirmative and antagonistic aspects of a brand’s image, necessitating proactive and sustainable marque extortion measures built astir assets a marque owns and controls.

Beyond branded search, Semrush information showed america that lone 8.3% of postulation to Fenty Beauty’s website successful February 2023 came from non-branded search.

This illustrates a important spread successful Fenty’s integrated marketplace stock and wide quality to conscionable and link with consumers portion they’re researching and earlier they’re acceptable to marque a acquisition decision.

Fenty’s wide deficiency of marketplace stock ownership on with the short-lived quality of the attraction surge and the antagonistic contented associated with it stress the value of a comprehensive, semipermanent strategy that tin person consciousness into real, affirmative wins.

Additionally, the dominance of Rihanna arsenic an influencer successful the public’s cognition further reinforces the request for brands to onslaught a equilibrium betwixt leveraging personage partnerships and maintaining a beardown marque individuality that shows up passim a consumer’s full journey.

Super Bowl-sizing selling interaction with OAO

In her caller run leveraging Super Bowl LVII, Rihanna undoubtedly drove an awesome magnitude of attraction to Fenty Beauty and Savage X Fenty. Through constricted variation products, influencer partnerships, and strategical collaborations with Ulta and Sephora, she achieved large results. 

But marque buzz doesn’t automatically thrust existent concern impact. By taking an owned plus optimization (OAO) approach, Rhianna’s retail brands could person amended capitalized connected the visibility generated by her show and created tangible user connections passim the buying travel — a prerequisite for conversions and revenue.

An OAO strategy organizes and aligns a brand’s assets crossed the MACH-6, putting owned assets archetypal to guarantee a accordant connection passim the lawsuit journey, from the probe signifier to the valuation of marque spot signals similar reviews and testimonials. 

Instead of focusing connected processing and optimizing a web of owned assets to supply semipermanent value, Fenty’s selling efforts surrounding the Super Bowl leaned connected leveraged and managed assets, including Rhianna herself, to amplify point-in-time reach. 

While Fenty products are often listed connected third-party spouse retailers and included successful lists of recommended products by online publishers, the marque has little-to-no power implicit the contented those sites publish.

This, arsenic we learned, meant that the visibility generated by Rhianna’s show amplified some affirmative and antagonistic contented published astir the brand. And portion Rhianna’s prima powerfulness surely brought the hype, marque consciousness seldom equates to concern interaction by itself.

Seeing OAO arsenic a difference-maker

With an OAO approach, Fenty Beauty would align and optimize their assets to conscionable varying user needs and make contented that matches the intent of the consumer, positioning itself arsenic a trusted assets and user guide.

By focusing connected what they ain and tin control, Fenty could guarantee consistency, relevance, and wide interaction of their messaging passim the remainder of their integer ecosystem, and passim each consumer’s unsocial journey. 

In Rhianna’s case, this web of touchpoints would person resulted successful much reach, higher trust, and amended power implicit what fans saw erstwhile they searched for the marque before, during, and aft her Super Bowl performance, turning the monolithic buzz into opportunities for transportation and conversion alternatively of questionably-qualified attention.

Ultimately, OAO helps brands strategically optimize and align their integer assets astir controlled, intentional messaging, ensuring they amusement up earlier and much often passim a consumer’s full journey. 

By gathering a persistent, far-reaching web of consumer-focused assets, brands similar Fenty Beauty tin alteration attraction into connection, capitalizing connected accrued consciousness not conscionable during events similar the Super Bowl, but each time arsenic thousands of consumers crook to Google for answers.

These marque touchpoints link with consumers, gathering trust, loyalty, and semipermanent relationships that thrust existent concern outcomes.