Depending on your business goals, a successful marketing campaign can help you raise brand awareness, drive traffic, or build an engaged community.

And Rihanna’s Super Bowl strategy checked all the boxes, as it combined her music, beauty, and fashion brands to:

LAUNCH LIMITED EDITION MERCH

  • Fenty Beauty launched limited-edition products — like the NFL-branded Gloss Bomb (with a new shade).
  • Meanwhile, Savage x Fenty promoted IRL pop-ups of their exclusive Game Day collection.
  • And post-performance, the Fenty team broke down which products Rihanna wore on stage — bringing it all full-circle.

Limited-edition merch creates a sense of exclusivity — plus, it’s great for building buzz. If you don’t have the budget, consider a timely promo code or giveaway instead.

Create a post-campaign plan so you can identify opportunities to promote your products and keep the hype train going.

TAP INTO STORYTELLING

Stories are integral to any marketing campaign. They give you an opportunity to share your brand’s purpose and your “why.”

Rihanna’s team tapped into this with her Apple Music commercial leading up to the Super Bowl. Paired with one of her most popular songs, we were reminded of her upbringing, values, and love for Barbados. The result? Over 54M views and 40K comments on Instagram.

GENERATE BUZZ ON SOCIALS

Prior to Rihanna’s Super Bowl performance, fans tried to predict what her set list would be and whether she’d have any guest performers.

And the Fenty brands leaned into this, as they dropped hints in their posts and engaged with fans’ content too.

They even rolled out a custom audio — with influencers using it in their Reels and TikTok videos. And the Fenty brands continued to post about the performance — keeping RiRi on everyone’s mind.

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