How Fenty Beauty Went Viral With Super Bowl Without Spending On Advertising
- February 17, 2023
- Priyanka Kesarwani
- Posted in AdvertisingCampaignsMarketingWhat’s Buzzing
“Rihanna’s move to hijack her Super Bowl performance to feature an ad for Fenty Beauty did not go unnoticed as the globe hailed the singer’s return to live performance after nearly seven years. “
On Sunday, February 12, Rihanna performed on stage at the Super Bowl half-time performance, and she generated conversation among more people than just her fans. Numerous marketing experts have commended how the popstar-turned-business entrepreneur used her platform to promote her products, Fenty Beauty and Savage X Fenty, in addition to performing on it. Rihanna avoided the multi-million dollar advertising charge that other firms must pay throughout Super Bowl ad breaks by reapplying her Fenty Beauty makeup mid-performance in addition to promoting NFL-themed commercials that marketed limited-edition items in the lead-up to the game.
Google searches for “Fenty Beauty” rose by 883% following her performance, according to statistics from Meltwater. More good than negative comments (29% positive vs. 5% negative) were made on Twitter following her performance. The celebrity was applauded for taking the most of the opportunity because she wasn’t paid for the concert, according to the data.
Elmo thinks you look great in red Ms. @Rihanna, just like Elmo! ❤️
— Elmo (@elmo) February 13, 2023
grammys over, brits over, rihanna halftime show over, what do we do now???? pic.twitter.com/6HFehF3NcH
— chana 💐 CARA DAY!!! (@oatmiIkrry) February 13, 2023
Rihanna doesn’t need guests https://t.co/gkAJMacF0H
— Big Cat (@BarstoolBigCat) February 13, 2023
Rihanna dancers after doing all that choreography with them big puffer jackets pic.twitter.com/GbEG5t39EW
— Anna🍅| Harvard Detective🕵🏾♀️🔍 (@strawbrry_Baek) February 13, 2023
😂 That Rihanna Did It! #SuperBowlLVll pic.twitter.com/bK3avL22dS
— Desi Banks (@iamdesibanks) February 13, 2023
Rihanna could tell me to do anything and I would do it
— ALISON WONDERLAND (@awonderland) February 13, 2023
The staging and camera work for Rihanna's #SuperBowl Halftime performance is astonishing.
— Eric Alper 🎧 (@ThatEricAlper) February 13, 2023
the way Rihanna decided to fix her makeup mid-Super Bowl performance? iconic pic.twitter.com/hqB6zJYhDS
— Spencer Althouse (@SpencerAlthouse) February 13, 2023
Rihanna’s Super Bowl halftime show… pic.twitter.com/46BQInjFyt
— NFL Memes (@NFL_Memes) February 13, 2023
According to Weldon Fung, area director of SEA said, “Particularly for a performance she wasn’t going to be paid for, she executed an opportunity to build brand equity masterfully using content creators, worldwide stage placement, and her own electrifying performance,”.
Following her Super Bowl performance, searches for Rihanna’s Fenty Beauty have increased.
Take a bow, Rihanna!! 👏 thoughts on that performance? #SuperBowlLVII pic.twitter.com/bQBGZxV4om
— E! News (@enews) February 13, 2023
During the 13-minute concert, the singer-turned-entrepreneur touched up her makeup with a product from her billion-dollar cosmetics business, Fenty Beauty, especially the “Invisimatte Instant Setting and Blotting Powder“.
The quick ad turned out to be a wise marketing decision by Rihanna, showing the company to the Super Bowl’s over 100 million at-home viewers and the over 63,000 spectators in the stadium.
The mention of Fenty Beauty during the Super Bowl also earned 5.6 million dollars in “Media Impact Value” (MIV) in the first 12 hours, according to an analysis by Launchmetrics.
Her attendance also helped Savage X Fenty, the highly coveted lingerie and lifestyle brand for whom the data analytics company had estimated 2.6 million dollars in “MIV”.