Learn from Taylor Swift: What the song “Shake It Off” can teach you about marketing?
YouTube videos are often followed by some or other advertisements. But in the case of Taylor Swift’s ‘Shake It Off’ video, something was different. The advertisement before the video featured a shoe brand Keds, and Taylor Swift was the brand ambassador for the product.
The advertisement featuring Taylor Swift comes up every single time the video is played, and there are no other brands advertised. Taylor Swift had the complete and exclusive rights to the advertisement section and this was a genius stroke! The digital marketing strategy accomplished two things extremely well:
- Firstly, the advertisement before the video had a clear message for Taylor Swift’s critics, who kept on pointing her ‘stereotyping’ and ‘out-of-the-ordinary’ video. In the advertisement, while Taylor Swift is wearing her shoes, she says, “If you are open to change, it can be really fun”.
- Secondly, a Keds advertisement is displayed on all conventional online apps before her song is played. There is no way to bypass this. This was an impressive move.
Taylor Swift via her song ‘Shake It Off’, provided the digital marketing community with a novel way to market products and services, which can make a lasting impact on consumers.
