How KidSuper Hijacked the Taylor Swift Effect
You can’t scroll through social media without seeing a post about Taylor Swift and Travis Kelce.
The NFL is leveraging the moment. Every sports account too. Major publications. Even us. But no one did it like this apparel brand.
First, some numbers behind the Taylor Swift effect:
But the apparel brand, KidSuper, hijacked the headlines to interject its products into the spotlight
There are three parts to this modern-day PR masterclass:
1. Before The Game
2. KidSuper’s Marketing Magic
3. The Results
Before The Game
Taylor Swift was spotted at the Chiefs game to watch Travis. And clips of Taylor Swift’s appearance started going viral.
Swifties tuned in. And started digging to find all the info on Travis Kelce possible.
And what did they find?
Travis Kelce wore a KidSuper Studios matching set and the name of it is 1989 Bedroom Painting.
But that wasn’t the name an hour before the game.
KidSuper’s Marketing Magic
Like Swifties do, they started digging and found that the name of his fit was 1989 Bedroom Painting.
And fan accounts started sharing how Travis Kelce wore a fit called 1989 Bedroom Painting because of Taylor Swift’s album and birth year.
But it was manufactured.
In a genius move, the KidSuper team decided to change the name of the denim set, Bedroom Painting to 1989 Bedroom Painting, as 1989 is a reference to Taylor Swift’s 2014 album.
And why did they switch the name?
And How Did It Pan Out?
- 10 Million plus social media impressions
- 50+ backlinks from major publications
- 50k+ more sessions to the site
- The KidSuper denim jacket sold out
In days, KidSuper went from a niche favorite to an emerging fashion sensation with national headlines.
The new PR playbook?
- Cultural relevance is now measured in hours
- Find trending topics and searches where your brand can interject
- Write the headline then craft the story
- Make your brand/product the center of that story
Strategy matters, speed matters more.
