The Taylor Swift Effect: Making Brands Go Viral Overnight

A 700% sales increase or 60,000 likes on Instagram in just 24 hours. These numbers sound too good to be true, right? 

‍

Yet, thanks to the undeniable power of Taylor Swift’s influence, they've become commonplace. 

‍

In December 2023, Forbes named Taylor Swift the world’s fifth most powerful woman, the only celebrity in the Top 10.

‍

Her latest album, “The Tortured Poets Department,” even became the fastest album in history to surpass 1 billion streams globally.

‍

In this article, we will discover how brands went viral overnight due to the Taylor Swift Effect. 

‍

‍

1. Popflex: +10k skorts pre-ordered pirouette skorts 

‍

Even the CEO of Shopify, Harvey Finkelstein, recognised the power of Taylor Swift, showcasing her effect on Popflex’s sales, a brand founded by Cassey Ho. 

‍

“The Taylor Swift Effect isn’t just a pop-culture headline — it’s big business,” says Finkelstein.

‍

During a viral video for her “For a Fortnight” challenge, Taylor wore the Pirouette skort, making the product sell out in just 15 minutes. 

‍

‍

For the first time, they had to open pre-sales, resulting in 10,000 skorts pre-ordered. 

‍

They saw a 600-700% sales increase from just a 3-second clip, recording their biggest sales day ever!

‍

Cassey Ho’s answer is just as iconic:

”Everyone has been asking me “So how are you going to change the way you do things now that Taylor has worn your skort?”
My answer: I’m not changing the way I do anything!
I’m very proud of the way POPFLEX’s product is developed with so much care and so much intention. I never release anything I wouldn’t wear myself and I never release anything without a Why.
But OK FINE. We ARE adjusting ONE thing though! We will be increasing order qty baseline because if you thought our out-of-stock issue was bad pre-Taylor, right now it’s a 14-week pre-order waiting period in our post-Taylor world! I’m lucky the Swifties are patient! Currently weaving fabric and prepping it for the dye house - going as fast as we can without compromising quality!”

‍

‍

‍

2. Gymshark: +60k likes on Instagram in 24h

‍

Gymshark cleverly leveraged Taylor Swift’s UK leg of the Eras Tour with a strategic campaign. 

‍

They recreated some of Taylor’s iconic outfits using Gymshark products and launched a VIP ticket giveaway. 

‍

Using a look-alike model, they brought to life her showpieces, such as “The Tortured Girls Department” and the “Bet I Think About Me Gym” t-shirt.

‍

‍

The campaign was a massive success, garnering 60,000 likes in less than 24 hours and boosting brand visibility and engagement. 

‍

The teaser and official post combined received over 80,000 likes and 22,000 comments. 

‍

To enter, fans had to tag six friends in the comments and reshare the post to their Instagram story, increasing reach and visibility.

‍

“We couldn’t let arguably the biggest cultural musical moment of 2024 pass without getting involved,” said Gymshark head of social, Emily Lorimer. “We know there are legions of Swifties in our community that love both fitness and Taylor, so we thought why not do something that ticks both boxes?”

‍

Fans could also gain additional entries by spending over a certain amount in-store and online and shopping for Taylor Swift-inspired looks on the website.

‍

‍

3. Cetaphil: Super Bowl’s Ad #GameTimeGlow 

‍

‍

Cetaphil drew on Taylor Swift’s frequent attendance at Kansas City Chiefs games to support her boyfriend Travis Kelce for a new commercial aired during the Super Bowl. 

‍

The advertisement opens with a daughter super focused on her phone while her father watches TV. 

‍

He excitedly shows her something on his phone, but she dismisses him and continues what she’s doing. 

‍

Later, as she applies Cetaphil moisturiser, she hears the football commentator on her dad’s TV say, “Well, folks, there she is. It’s the most famous fan of the game.” 

‍

Her father notices and raises the volume, and she rushes downstairs. 

‍

Next, you can see the father giving his daughter a jersey with the number 13 — Swift’s favourite number — to match his red jersey with the number 89, the year Swift was born. 

‍

She joins him to watch the next game, both wearing friendship bracelets, a key symbol from Swift’s Eras Tour. 

‍

The ad ends with, “This season, dads, and daughters found a new way to connect,” noting, “Real Father and Daughter, Living in New York.”

‍

The ad subtly connects Taylor Swift’s appeal to both generations while not mentioning once Taylor Swift or Kelce’s names or showing an NFL broadcast.  

‍

Cetaphil wanted to stand out from the big budget and glamour to show a moment of authenticity. 

‍

The ad was a huge success, a lot of Swifties and non-Swifties alike praised it for reflecting their own relationships.  

‍

‍

‍

‍

4. Small businesses: The power of Swifties

‍

The Taylor Swift impact doesn’t stop at big brands, a lot of small businesses too could enjoy the benefits, sometimes not even on purpose!

‍

With the Eras Tour, the average concert goers are spending about $1,300, not just on tickets but also on outfits.

‍

‍

Small brands have adapted by creating products that attract Swifties and try to jump on the hype train, hoping to boost their brand awareness and sales.

‍

We're talking about sequin and sparkly outfits, accessories, and merchandise.

‍

One notable example is the brand Hazel and Olive, which sells clothing targeted at music lovers, especially country fans. 

‍

The Eras Tour led to a 40% year-over-year increase in their sales, thanks to their smart marketing move.

‍

They renamed all of their clothes’ product names that match Swifties’ vibe with Taylor’s name and also modified the description.

‍

‍

"We would get in hundreds of one style, and it would be gone within minutes," Taylor McMillan, founder, says. "We realized the hype very quickly."

‍

Other brands like Show Me Your Mumu experienced 182% growth in e-commerce searches for sequins and sparkly items. 

‍

They boosted sales by 68% with new customers by strategically promoting its "Sparkle Shop", usually hidden during this period of the year. 

‍

Taylor Swift also frequently puts the spotlight on smaller indie brands.

‍

Without contacting them beforehand, she wears the product, gets photographed, and the Internet works its magic. 

‍

For example, in January 2024, Taylor was seen wearing a dress from Scottish merchant Little Lies who saw a 17,000% increase in sales vs the same day last year. 

‍

‍

The dress sold out instantly, breaking their all-time sales record.

‍

The designer Jade Robinson told The Times, “I was just completely gobsmacked at first. We had no idea she even had the dress.”

‍

‍

Taylor was seen wearing a ring from merchant The Westside Storey after a Kansas City Chiefs game on a Sunday in December. Sales soared 700% overnight!

‍

‍

‍

One thing for sure is when Taylor Swift wears your product, you can expect instant: 

• Global recognition: Your brand instantly gains worldwide visibility, capturing the attention of millions of Swifties and fashion enthusiasts globally.
• Increased sales: Taylor’s influence drives sales through the roof, as fans and followers rush to emulate her style and get their hands on the latest trends.
• Social media buzz: The internet explodes with mentions, hashtags, and shares, amplifying your brand’s reach and engagement across all platforms.
• Media spotlight: Major fashion magazines, blogs, and influencers take notice, featuring your brand in their latest issues and posts.
• Brand credibility: Being associated with a global superstar like Taylor Swift elevates your brand’s credibility and prestige.

‍

The Taylor Swift effect serves as the perfect example of how fandoms can foster community engagement and drive a significant sales increase. 

‍

Now, we just need to wait and see the next brand that will benefit from her influence (and we cannot wait!).