What comes first? Rihanna or the big fat Ambani’s pre-wedding? It sounds like a similar question of whether the egg or chicken comes first. Well, east or west, the fame factor works the best (even at the last moment). A marketing campaign isn’t a marketing campaign without a strategy. But we say sometimes all it takes is fame or nothing. This statement became more convincing after Rihanna's recent trip to India. It wasn't just simply about her performing at a lavish pre-wedding party thrown by Ambanis. It was a strategic move but in a subtle way. Now, not just as a global popstar or the bad girl RiRi, but as a smart businesswoman and the founder of her skincare brand called Fenty. With so many celebrity-owned brands such as Rhode by Hailey Bieber or Anomaly by Priyanka Chopra, what’s the big deal about Fenty since its recent launch in India on 7th March?
When most of the Desi Indians were clueless about Fenty, so how did it manage to stand out?
Let's spill the marketing twist behind her visit.
1: Relevancy and Reach
After a seven-year hiatus from live performances, Rihanna took the stage for India's high-profile Ambani wedding celebration. This high-visibility event generated massive buzz, placing her back in the spotlight for a crucial new market – India.
2: Added Pinch of Emotions
Have you ever spotted your brand confused with no target audience? What will you do in such a situation? Learn from Rihanna. While the reported $6 million performance fee is undoubtedly impressive, the true brilliance lies in the emotional connection she forged. By performing in India, she captured the hearts of millions, fostering a sense of relatability and cultural appreciation. One such instance is how she was approachable and how she quickly gelled up with common people like paparazzi or police officers who were guarding her. The positive sentiment she generated through the performance (emotional connection with the audience) was then leveraged by launching Fenty Beauty in India shortly after. This capitalizes on the fresh interest and positive feelings towards Rihanna to convert fans into potential customers for her beauty line.
3: Strategic Timing is EVERYTHING
Just four days after captivating the audience, Rihanna launched Fenty Beauty in India. This strategic timing ensured maximum impact for her beauty line's debut in a mass audience. Hence, any kind of marketing can come into the spotlight, be it on social media or any other platform, with just the right timing.
4: Partnering for Better Growth
Wait, wait, the above marketing pointers were not enough! Other beauty brands such as Rare Beauty by Selena Gomez: Have chosen premium, not-so-approachable platforms (in the eyes of common consumers) like Sephora India to sell their products. But Fenty’s launch leverages another opportunity to establish a connection with India’s most approachable and ‘trustable’ e-commerce beauty platform called Nykaa. This partnership ensures a wider reach and facilitates a smooth entry for the brand.
India is not for beginners, as we know.
Rihanna's India visit wasn't just a performance; it was a meticulously planned marketing campaign. By combining calculated timing, an emotional connection with the audience, and a strategic partnership, she successfully solved the marketing math behind launching her Fenty Beauty in a new and competitive market like India.
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