It’s another big week for Swifities, and GAP has taken the crown as the top denim brand.
Taylor Swift and Kansas Chiefs’ Travis Kelce are engaged. HUGE news for the Swifties.
The ring is stunning, the setting was beautiful, but what’s even more impressive is the rate at which brands jumped on the news, becoming a part of a major pop culture moment.
It’s been a big month for Taylor Swift and cultural moments, as last week's announcement of her latest album, “The Life of a Showgirl,” was hot news – for fans and for brands looking for social media engagement.
Over 32 million people liked Taylor’s engagement Instagram post, and 2.5 million used the new repost feature to share the news with their followers – that’s a lot of people for brands to excite and engage with their responses.
Beauty brand MAC shared a simple image of their iconic “Ruby Woo” red lipstick with the caption “Ruby Woo is ready to say ‘I Do.’ Congrats to our fave Showgirl. 💍” – paying homage to Taylor Swift’s signature red lip look.
KitKat shared an image of their 4-finger chocolate bar with a superimposed engagement ring, accompanied by text that read “To love stories that will never break.” They’ve tied in the title of one of Taylor’s popular songs, “Love Story,” with their signature slogan, “Take a break.”
Brand opportunity
Now that Duolingo’s previous Global Senior Social Media Manager, Zaria Parvez, has taken on the role of Head of Social at DoorDash, this is the optimal opportunity to flood DoorDash’s owned channels with some Duolingo-esque cultural commentary. Although the initial engagement buzz is dying down, this means there is a wedding to come, creating a perfect opportunity to show how DoorDash provides everything you need to celebrate pop culture’s “royal wedding” from the comfort of your home.
Amidst the denim brand controversy following American Eagle's divisive ad featuring Sydney Sweeney, GAP, a globally loved brand known for its denim and everyday essentials, has broken the internet – and the reception is extremely positive.
GAP’s campaign “Better in Denim” was made for the TikTok generation, introducing the brand to a new, youthful audience by putting popular band KATSEYE front and centre.
KATSYE is a global girl group with band members from the Philippines, South Korea, Switzerland, and the United States – a true reflection of our diverse society. They rose to fame after appearing on the Netflix show “Dream Academy”, adored for their catchy songs, energetic dance routines, and Y2K-inspired fashion.
The ad features the stars wearing Gap denim, which speaks to their personal styles, whilst dancing to Milkshake by Kelis.
TikTok is now flooded with fans recreating the dance, as well as tutorial videos that allow anyone to feel like a part of the KATSYE community.
Brand opportunity
With KATSEYE in the spotlight, there’s no doubt that brands will queue up to partner with the band. As KATSYE champions multiculturalism and how their culture inspires their unique styles, they would be a great fit for a beauty brand like CoverGirl that targets a youthful audience and promotes diverse shade ranges in their makeup range.
When Snapchat was born in 2011, users became obsessed with the multitude of filters that allow users to playfully alter their appearances and surroundings with silly, cute, and sometimes enhancing effects. Pictures featuring the dog filter were all over the internet last decade.
Snapchat has since had a resurgence in popularity by launching new features and monetization opportunities for creators. With many users rediscovering the app, Snapchat filters are back and have become a humorous content trend on TikTok.
One creator, @ninaahumphrey, has gained millions of views on her video series “How I think different Snapchat filters would…”. She posts videos of herself using different Snapchat filters and acts out how she thinks they would do things, like answering the door to a delivery driver, greeting someone on a walk, and sneezing.
Her “How different Snapchat filters would receive their pizza delivery” video has over 40 million views, signalling just how many people relate to the humor.
Brand opportunity
While this creator is in her peak era of engagement, it’s the perfect time for brands to collaborate. A brand like Walkers, that offers a wide range of crisp flavors could work with Nina on a video that shows how different Snapchat filters would react to fan favorite and controversial crisp flavors, or “which filter matches which flavor”.
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