•  Born  in  December  13,  1989  (age  24)  

•  Started  a  career  in  country  music  at  the  age  of  14    

•  Became  the  youngest  songwriter  ever  hired  by  the  Sony/ATV  Music  publishing  house.    

•  Received  the  Best  New  ArKst  nominaKon  at  the  2008  Grammy  Awards.  

Taylor  SwiN  Singer-­‐songwriter  and  actress.    

A  DIGITAL  MEDIA  STAR  

The Digital BUZZ

Release  her  album  1989  on  27  October  and  created  a  huge  BUZZ  online  with  her  album  release  

What’s The Story?

•  Her  official  hashtags  #TS1989  and  #taylurking  garnered  700K  tweets  

•  Reach  4  billion  social  users  in  less  than  a  week  

•  Sold  600,000  copies  of  1989  in  the  first  24  hours  of  its  release    

•  PredicKon:  The  first  PlaKnum  album  of  2014  within  the  first  week  of  launch  

•  Strike  a  chord  with  fans—using  social,  mobile,  and  digital  to  keep  consumers  engaged  with  her  brand.    

THE  BUZZ  

THE  SALES  

THE  RECIPE  

Create Hype on Social Media

•  Two  days  before  launch  share  behind  the  scene  stuff  

•  527,476  Likes  

•  6,114  Comments  

Tip 1: Nurture your leads with trials, samplings, workshops etc. until they are ready to make a purchase.

Partnership To Increase Exposure

New  York’s  Tourism  board  +  Taylor  Swi6  

1989  Album  +  Target    Red  Tour  album  +  Diet  Coke    

Tip 2: The right alliance can help differentiate your brand, add value to customers & create new revenue

.  

•  Less  than  a  week  in  SpoKfy,  “Shake  It  Off”    

•  Over  63  million  plays.  

•  Became  No.  1  in  SpoKfy  charts  in  the  US,  UK,  Singapore,  Australia,  Germany,  Canada  etc.  

Target Relevant Channel

Tip 3: Target your audience using the right content and communication channel.

63,070,875  plays  

•  Shake  It  Off  launched  on  August  18th  –  216,533,694  million  views  on  YouTube  aNer  two  months.    

•  Today:  432,251,335  views  (Ranked  #8  globally  in  2014)  

Be Creative With Your Brand

“Shake  It  Off”  with  Taylor  SwiN     WATCH  IT  FIRST  >>  

Tip 4: People love stories. Build a story around your brand and tell it with creativity.

Be Fun & Get More Shares

SwiN  capKoned,  "I'm  kind  of  rethinking  the  album  cover.”        Results:  30,000  Shares  

Sep  24,  a  vintage  photo  of  Taylor  posted  on  Tumblr  

Sep  25  in  NYC  

Tip 5: Influence your customers by being more creative & empathic & increase brand (Like)ability & Share.

A  young  fan  did  a  vine  video  wearing  the  same  print  &  

post  it  on  #TS1989  

“Secret Sessions” in NY & London

Tip 6: Build scarcity into your marketing strategy. Make your customer feel special. Eg. limited edition product

Engage More To Persuade More

Tip 7: Find more ways to put your fans at the center of your marketing strategy.

Shout Out The Authority

Tip 8: Include influential persons for your testimonials. Authority in social media gives brand added credibility.

Abigail  Breslin  

Sarah  Hyland  

Lorde  

Thank You The  informaKon  for  this  presentaKon  is  based  on  inspiraKon  and  research  materials  from  many  online  sources  including  but  not  exclusive  to  #TS1989,  #taylorswiN13,  instagram.com/taylorswiN,  www.taylorswiN.com,  taylorswiN.tumblr.com  and  Caitlin  Greenwood’s  blog.