In 2017, Rihanna launched Fenty Beauty with LVMH, revolutionizing the cosmetics industry.
TMI began working with Fenty in 2020, initially managing Paid Search & Shopping for Fenty Beauty, then expanding to Paid Social. For Fenty Skin, Fragrance, and Hair launches, we were the agency of record, managing media across Paid Search, Social, Display, YouTube, CTV, and Direct Partnerships.
Challenge
To leverage the brand awareness generated by 200m+ viewers of Rihanna’s Super Bowl halftime show into converting DTC customers, whilst sustaining sales after the peak interest.
Knowing that the show would act as a form of upper funnel media, we aimed to run lower-funnel media that would convert awareness both during and in the days immediately following the event.
Discovery
With the halftime show a major and much looked-forward to event, we knew that we had the opportunity to capitalize not only on the show itself, but also on the runup. There, we included super bowl themed products to existing purchases, as well as qualified prospecting audiences, including a new ‘sports’ focused audience.
We had our creative team on standby to leverage imagery from the show into social assets that we could use in paid social advertising on both Meta and TikTok.
Hypothesis
There would likely be both significant press and organic social activity in the hours and days after the show that would generate a large amount of search volume on which we must capitalize.
There would be significantly opportunity to include imagery and product from the show itself in our creative collateral, but creative teams and media buyers would have to be agile in including this in the media mix.
Audiences arriving on site would be expecting to see superbowl related content and so ensuring all media points to relevant content-rich landing pages would be important.
Key Findings
Deployment
1. Maximizing Search Traffic
First and foremost we built out a keyword set of all Rihanna Super Bowl related keywords on order to ensure that all search traffic related to the event was capitalized on ocross search platforms in both search and shopping environments. Close attention to the campaigns during and after the advent itself ensured that budget allocations were always sufficient. Additionally, we traffic all search traffic from their usual landing pages to a special SuperBowl page that featured content from Rihanna and the special product line.
2. Social Buzz with Real-Time Campaigns
In order to leverage social ‘buzz’ we deployed lower funnel conversion campaigns on Meta and TikTok that included ‘Game Day’ product imagery before, during and after the show, but we also had creative teams ‘on standby’ to incorporate imagery from the show itself into creatives that we launched on social platforms soon after the show.
Results
TMI’s media let to significant harvesting of search volumes and conversion of audiences on social platforms.
+51%
Search Queries
+250%
Social Impressions
+8%
Paid Channel Revenue
+152%
Paid Channel Traffic
