Feb 14, 2023
4 min read
This is what I’m hearing about Rihanna not getting paid and sneaking a product placement during her super bowl performance.
A lot of marketers on twitter, IG & Tiktok are coining it as Rihanna will benefit a lot from this marketing move. Marketers with real experience know that this won’t benefit Rihanna as much as Tiktok marketers are estimating.
But I believe this is a great time to explain how Buyer psychology works.
Not a single potential buyer of yours is just going on google or social media and buying from the first brand they see.
In my open-report earlier this year, where I found out that:
95% of potential buyers aren’t actively looking to purchase. They need to be informed about their needs.
That’s why your brand needs to create enough awareness around your business to make a potential customer consider buying from you.
Brand awareness can be generated through content, Influencers, events and many other channels.
And that’s the first reason why Rihanna’s sales might go up. As the people were already aware about her products from different channels, they were in their journey to buy her products.
Another awareness generating event made the potential buyer reach the decision of making a purchase.
Like I mentioned that, they needed to be reminded of their need. How gorgeous was she looking during the event?
That look boosted the desire of her average buyer to buy more products from fenty beauty to look that good.
Another research finds that 32% of consumers trust celebrity backed brands more. But now celebrities roles are also being replaced by Influencers.
And now Adobe’s Creator report shows only 14% of creators are influencers. So, you need to choose influencers instead of creators & celebrities
Now Rihanna’s music gives a brand messaging of strong women and that’s another factor influencing the decisions of buyers.
When working with creators or Influencers, you need to study their content first to understand the messaging because number of followers won’t help you get more sales.
Just like 100M viewers won’t buy Rihanna’s Product, buyers will be the ones connecting with brand messaging.
Less focus on numbers, more on messaging.
Fenty did well at nailing the product imagery & visual content before the super bowl to make the feels of their product more relatable.
Why this worked is also backed by data, As 89% of consumers agree that product imagery is important.
I don’t need to tell more about this because image is art that speaks thousand words. And if you can nail your Ad creatives to make users connect. The conversions will eventually come.
But you also have to nail the messaging & awareness as I mentioned.
I don’t know this was intentional but she did many interviews where she kinda gave the impression that musical guests will be joining.
But in the end, she decided to stand alone & announced pregnancy too. Making sure the camera captures her using fenty beauty & looking good.
She didn’t do that alone, there is marketing team behind her that understands marketing. Fenty Beauty’s marketing team is doing well at email marketing too.
You shouldn’t just talk about her super bowl genius, try to study her brand well enough. It doesn’t end at sneaking your product in super bowl performance.
This was my analysis of how marketers & businesses copy what Rihanna did at super bowl but in the correct way. Study Fenty Beauty’s marketing or may be spy on it to learn more.