It started with a profile photo change, a timer, and the color orange.
In mere seconds, Taylor Swift had the world in a frenzy, teasing her die-hard global fan base with “breadcrumbs” that hinted at an album announcement. Each of her social media accounts revealed a glittery orange profile photo theme, donned with either a lock or her initials. A clock on her website, featuring the same glittery orange, displayed August 12 and 12:12 a.m. (this new album would be her 12th).
And – a pivot from her usual strategy, which involves announcing albums entirely on her own – Swift shared the announcement in a preview for an upcoming episode of “New Heights,” the popular podcast hosted by NFL stars and brothers Travis (Swift’s beau) and Jason Kelce.
With nothing other than a shimmery orange icon, her famous play on numbers, and an intimate albeit strategic decision to share a big moment with her romantic partner, Swift made sparks fly as she announced her upcoming album, “The Life of a Showgirl.”
The news created an immediate international conversation, as well as a sudden fascination with all things “showgirl” and orange – a color that was, just prior to the announcement, notorious for being unflattering.
Brands, influencers and meme creators didn’t waste a second before jumping in on the excitement, from theories about the album to ways they’ll incorporate orange into their fall wardrobes.
Source: @reagan.baylee
Whether you’re a “Swiftie” or not, there’s no denying the mega-star is a mastermind when it comes to marketing strategies. We can all take a page from her book (or, should we say, albums?) when it comes to building anticipation – and momentum – ahead of an announcement or launch.
Let’s take a look at the strategies behind Swift’s most recent announcement – and how brands can adopt her tactics to generate excitement for their own:
Create Curiosity with a Simple Change
All it took for Swift to create worldwide buzz was swapping her profile photo to a glittery orange icon. Granted, Swift holds a unique power, being one of the most successful artists and famous stars on the planet, but there’s a universal lesson to be learned here: a simple, subtle change can create a sense of mystery, which builds curiosity…and attracts attention.
That new profile image, coupled only with a matching countdown, got everyone talking – and all eyes on Swift.
The lesson:
With one simple change – cohesively executed across platforms – brands can build a sense of intrigue that generates attention.
Leave A Line of “Breadcrumbs”
Swift doesn’t simply build excitement prior to sharing her album cover and track titles – she begins earlier, teasing fans by dropping little breadcrumbs. In this case, all she did was announce an album title and color theme – along with a new podcast episode, which is sure to be the Kelce brothers’ most-watched episode – and yet, she generated so much enthusiasm, you’d have thought she dropped an entire album.
It’s almost like those Russian Dolls – each one opening to reveal another doll inside – or the game “pass the parcel,” where each gift box opens to reveal another gift box inside, generating excitement for the final gift at the core.
Since the announcement, a billboard was spotted with a link to a Spotify playlist titled, “That’s showbiz, baby” which hints at the new album’s co-producer/co-writer and guest artists. On her website, new glittery locks have been added, hinting at more news to come.
The lesson:
By leaving a line of proverbial breadcrumbs well in advance of a major announcement or launch, brands can generate awareness, curiosity and excitement for each step of the process – building massive momentum for that big reveal.
Embrace “Easter Eggs”
Each time Swift makes an announcement, it sends her loyal fans on a hunt for “easter eggs” – subtle cues Swift has dropped along the way (as far back as several albums prior) to tease an upcoming announcement.
Fans have sent social media ablaze with their easter egg findings, with one influencer highlighting how, in one of Swift’s music videos from her tenth album, “Midnights,” she was dressed as a showgirl – and, as the clock struck 12, the room turned orange. This ability to think ahead and weave in hidden messages ahead of time is exactly what makes Swift one of the most impressive and celebrated storytellers of her generation.
The lesson:
A clever and creative “easter egg” strategy proves a brand knows itself, its audience, and how to have fun. It’s a great way to increase engagement and loyalty.
Think About Your Theme
Since her fourth album, “Red,” Swift and her team have been incredibly tactful about theming. Everything from the album and track titles to the corresponding cover art sets a tone – like a Pinterest board, if you will – that inspires aesthetics for months to come.
The key?
Her album themes are attractive, specific, and easy to leverage (case in point: every August 1st, social media is flooded with videos featuring Swift’s song, “August.”)
With “The Life of a Showgirl,” Swift gives us yet another character and colorway – all part of her storytelling. TikTokers and IG influencers have already flooded social media with posts about their need to shop for orange pieces and how “showgirl” will be their new personality “until further notice.”
Sources @goodatshopping and @hardrockstadium
The lesson:
A well-thought-out theme can help solidify brand identity, spark conversation, and even instill pride. On another note, brands should also identify strategic ways to leverage popular themes and trends (in other words, if you haven’t already, get in on the orange and showgirl trend!)
Pick the Right Partner(ship)
Swift is typically the sole announcer of her new music, which is exactly what made her decision to announce a new album on her partner’s podcast so impactful. For one, it spoke to the trust she has in the Kelce brothers – two megastars in their own right – which lit a warm fire in the hearts of fans who have obsessively cheered on her and Travis’s love story. On another note, it brought in a wider audience – listeners of the Kelce brothers’ podcast, who may not be Swifties.
The lesson:
All in all, this decision speaks to the power of a strategic partnership. Involving the right second or third party for a major announcement, event or product launch can help brands cast a wider net – expanding their audience reach – and generate a new wave of interest and excitement.
Swift as Ever
Between her stellar marketing strategies and passionate knack for storytelling, Swift has taken the world by storm – and earned the respect of communications and marketing professionals along the way. By utilizing her tactics (and, yes, jumping on the Swiftie train) brands can enhance their awareness, engagement and loyalty – and put on quite the show.
Orange optional.