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Swifties 💙 Swarovski
How reactive marketing made Swarovski shine even brighter
Ali Kaltman
August 11, 2024
Brand: Swarovski
Campaign: Taylor Swift’s Canceled Show
Read time: 5 minutes
💬 Overview 💬
Reactive marketing has been EVERYWHERE this summer.
Take California Pizza Kitchen, for example.
When a customer received just cheese instead of mac & cheese, they responded with a TikTok featuring their chef explaining how their mac is made.
To further make amends, CPK offered customers 50% off their mac and cheese nationwide.
Perhaps the most famous case of reactive marketing from this summer was when a Chick Fil A employee made fun sauce/ingredient combos during her lunch breaks and posted them on TikTok.
Corporate asked her to stop (!!), and the internet went nuts. Multiple brands including El Pollo Loco and Shake Shack offered her the opportunity to work with them.
In terms of earned media value, it was a sweeping success for other brands.
This weekend, we witnessed another prominent real-time activation, this time among one of the most powerful communities:
Swifties!
If you haven’t been following Taylor Swift news, her Vienna Eras Tour concert was canceled this weekend due to a terror threat.
Given the nature of this cancellation, many brands stayed radio silent.
But not Swarovski.
Already popular among Swifties for crafting Taylor’s tour bodysuits, Swarovski saw this as an opportunity to surprise and delight Vienna fans…
💙 The Branded Moment 💙
Swarovski offered free necklaces to any Swiftie with a canceled concert ticket.
Word spread quickly through the community, especially on TikTok.
Soon, there were lines down the block in the center of Vienna as fans awaited their free necklaces.
And the craziest part?
Swarovski didn’t make a single post about it on their official pages.
All the content was community-driven.
💡 Results 💡
Hundreds of Swifties lined up outside of the store for necklaces.
But the real success is in the media value this drove for Swarovski.
And they got over 50 million views across social media (and counting).
Media outlets like WSJ, Deadline, and the Huffington Post all wrote about it.
And comments like this were all over TikTok:
🎬 Take Action 🎬
Reactive summer is in full effect.
What are the communities you want your brand to be a part of? What is their language? How do speak it?
Something happened that made them upset?
Be the brand that makes it better!
Be what their community needs when they need it.
What’s New This Week
One new product I tried this week 👉 It’s been a week of Edamame Bean Snacks for me. The macros are so good.
One new campaign I’m loving 👉 The drama around the It Ends With Us tour.. not sure if it’s on purpose or not but I’m deeeeep in conspiracies.
One show I’m watching 👉 Throwback: Hart of Dixie Back home for the week and my mom put this show from 2012 on. It’s cute!
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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