Strategic collaborations.
Swift has established key collaborations with artists (Ed Sheeran, Florence, Post Malone Shawn Mendes) and brands.
She has also shown a willingness to reinvent herself without losing her essence: from reinterpreting her past hits to experimenting with new sounds. In 2019, she faced a legal controversy due to the acquisition of the rights to her music. This situation led her to re-record previous albums, such as Fearless (Taylor's Version) and Red (Taylor's Version), thus regaining creative and financial control over her music. This strategy generated publicity and media attention, capitalizing on the love and nostalgia of her fans. This resulted in a significant increase in sales and streaming of these new versions.
Taylor Swift - Love Story (Taylor's Version) [Official Lyric Video]
Take advantage of the Swiftie phenomenon
Given the importance of the singer, many brands are taking advantage of her loyal fans by launching products that can be useful to them on this Eras Tour.
For example, Singularu, the online jewelry brand, has argentina number data taken the opportunity to create a jewelry guide for the Taylor Swift concert, which can go well with your outfit depending on the era you want to attend such an event. Because yes, concert-goers usually dress in accordance with one of the singer's eras.
Taylor Swift Jewelry by Singularu
Taylor Swift's Singularu Jewelry for the "Lover" Era
On the other hand, Disney+ released The Eras Tour (Taylor's Version) concert as a movie on its streaming platform. To connect with its users and capture the attention of swifties, they changed the names of their catalogue, making a nod to Taylor's Version and its various albums.
Google didn't fall short. A few months ago, when searching for "Taylor Swift" in its search engine, a "secret chest" appeared on the results page. Clicking on it would open a puzzle to solve. Fans had to enter the answer in the search bar, which if correct would increase the global counter of correct answers. The goal? Reaching 33 million puzzles solved worldwide. And yes, the Swifties did it again.
And that's all, marketers, I hope that some of these 13 lessons can inspire you to create campaigns and a community as loyal as Taylor's. You know, rely on these lessons and above all, like Taylor Swift does, connect with your audience so that you can start a Love Story.