Unlocking the Power of Marketing: Unveiling the Surprising Numbers Behind its Evolution

Taylor Swift is currently at the peak of her fame. From her highly successful Eras Tour to her recent appearances at NFL events, she has become a symbol of economic prosperity. Even brands that are not directly affiliated with her have experienced the positive impact of her devoted fan base, known as the Swift Army, and have attempted to capitalize on the excitement surrounding her.

One noteworthy example is her rumored relationship with Travis Kelce, a tight end for the Kansas City Chiefs. This has significantly boosted the visibility and effectiveness of advertising campaigns in which he is featured. In fact, two Campbell Soup ads featuring Kelce generated 287% more engagement compared to ads that did not feature him, according to data shared with Our Website by Edo. Additionally, the presence of Swift at a game resulted in a 4% increase in ad effectiveness.

A Pfizer advertisement showcasing Kelce has proven to be 27% more successful in captivating audiences compared to ads that do not feature him. As reported by Edo, individuals who witnessed the Pfizer campaign on television, portraying the renowned football star receiving both his COVID-19 booster and flu shot simultaneously, exhibited a 32% greater inclination to engage with the brand online shortly after Swift's initial game appearance.

Kevin Krim, CEO of Edo, stated on Our Website that Swift's extensive fan base provides great support for brand campaigns and TV programs featuring the artist. Additionally, it has been observed that Swift's association with other talents, such as Travis Kelce, has a positive impact on the performance of their advertisements, especially when they are associated during an NFL game that Swift is attending. Swift's popularity shows no signs of slowing down, with her ongoing Eras Tour set to conclude in November 2024 and a tour film scheduled for release this month. The duration of this high level of excitement remains to be seen.

Rising tides

The alleged romance between Swift and Kelce unites two major forces in American culture: pop music and the NFL. While Kelce was already a beloved figure, Swift significantly expanded his fan base. Their followers have intertwined, resulting in a symbiotic relationship. Following Swift's initial appearances at Kelce's games, sales of his jersey skyrocketed by 400%. This surge propelled Kelce from being the 19th highest-selling NFL player to becoming one of the top five.

This popularity by association may leave many marketers questioning how to take advantage of the situation, or even if they should. One straightforward solution for brands already involved with the pop star or tight end is to increase the frequency of those campaigns. For instance, DirectTV observed a 57% boost in the effectiveness of ads featuring Kelce compared to those that did not include the Chiefs player. According to Krim, DirectTV has actually decreased the number of its advertisements with Kelce, its excessively direct sportsperson, in recent weeks. Simply airing more of them is a convenient way to capitalize on the hype.

"According to Krim, Taylor Swift and Travis Kelce symbolize the perfect fusion of two beloved American traditions: pop music and the NFL. Whether their relationship is strictly platonic or something more, these two icons possess the remarkable talent to establish connections with individuals of all ages, genders, and geographical locations. Based on our data, any brand seeking success in their advertising campaigns would undoubtedly benefit from collaborating with either of these superstars."

According to the executive, Swift's influence continues to hold strong. She has successfully built a dedicated fan base through fan experiences and a strong online presence. This has greatly contributed to her commercial success. Her partnership with Capital One to promote the Venture X card has been one of the most successful campaigns for marketers. Viewers of the commercials were 50% more likely to engage with Capital One online compared to the brand's average for the year.

"Swift's rise to pop superstardom over the decades has proven her long-term staying power, and her fans are likely to continue supporting her in whatever she is associated with, as demonstrated by the success of ad campaigns that feature Swift," Krim said.

A match made in (marketing) heaven

Despite Kelce's comments about the NFL going overboard with their promotion of the supposed relationship between him and Swift, brands remain unwilling to back down. The undeniable appeal of this pairing is simply too enticing for them. In fact, the NFL has even released a statement defending their active promotion of the rumored couple.

The match has allowed the league to connect with young, female consumers, a demographic it has struggled to reach. The game on Sept. 24 between the Chiefs and the Bears (which ended in a 41-10 blowout in favor of the Chiefs) had the highest ratings that week for women ages 12 to 49. Viewership by women ages 18 to 49 increased by 63% compared to the previous Chiefs game.

The NFL even briefly changed its Instagram account to say the “Chiefs are 2-0 as Swifties.” However, while capitalizing on Swift mania has helped the league in the short term, constantly focusing on the Chiefs may give the impression of special treatment. This was already evident after controversy arose over a controversial call during the close Chiefs vs. Jets game on Oct. 1.

The numbers are currently impressive, but there is always a possibility of things taking a turn for the worse. Relationships are intricate, and fans of Taylor Swift tend to have long memories (as proven by the Jake Gyllenhaal incident).

Krim posed an important question, "If their relationship with Taylor Swift were to end, would the NFL and Travis Kelce still reap the benefits of the Swift Effect?" Regrettably, this is something that cannot be foreseen through data alone.