Beats + Bytes and Chartmetrics Present Stat of the Week (10.4.23)

Dipping into Success: How Heinz Crafted a Cultural Win from Swifties' Saucy Insights?

The Overview:?

Heinz has crafted a limited-edition condiment, “Ketchup and Seemingly Ranch,” in a spontaneous marketing maneuver triggered by a viral moment from pop star Taylor Swift. The fervor began at a Kansas City Chiefs game where Swift was spotted, igniting rumors of her dating tight end Travis Kelce. Amidst the romance buzz, a candid snapshot showed Swift enjoying chicken tenders with ketchup and a dip resembling ranch, sparking a tweet from a fan account that skyrocketed into viral stardom, garnering over 34 million views.

Capitalizing on this digital whirlwind, Heinz promptly announced the creation of 100 bottles of “Ketchup and Seemingly Ranch” sauce, a whimsical nod to the sum of Swift's and Kelce’s significant numbers, 13 and 87. Although not a new concoction, given Heinz’s existing Kranch sauce since 2019, this rebranded version is a direct appeal to Swift’s fervent fanbase, the Swifties. Through teasing Instagram posts, Heinz has kept fans on the lookout for details on how to snag a bottle of this limited-edition sauce, intertwining real-time social engagement with brand promotion.

Understanding The Artist(s) and Athlete(s) Involved:?

Taylor Swift stands undisputed as today's most influential superstar. Chartmetric's artist popularity chart, which measures impact and audience size across every streaming and social platform, which ranks Swift as the top artist in the world even surpassing luminaries such as Drake, The Weeknd, Justin Bieber, and Beyonce. Further cementing her dominance is the anticipated gross of over a billion dollars from her Eras tour, which is expected to trigger around $4.6 billion in consumer spending, based on a recent analysis by QuestionPro.

The phenomenon, aptly termed "Swiftonomics," brings significant windfalls to entities associated with her – from local outlets to corporate giants. Case in point, the National Football League (NFL) and its star, Travis Kelce from the Kansas City Chiefs. Following dating rumors initiated on September 24th, search queries for “Travis Kelce” skyrocketed by 1625%. Additionally, reports also showed that Kelce's Instagram witnessed a surge of over 1.3 million new followers. This newfound fandom not only skyrocketed merchandise sales by 400% but also propelled his podcast, "New Heights", to clinch the top position on Apple Podcasts.

Analyzing these figures leads to staggering financial implications. Kelce, who already boasts off-the-field earnings of $5 million annually, now stands on the brink of possibly doubling that. Experts, including Bob Dorfman of Pinnacle Advertising, compare his potential earnings to NFL icons like Tom Brady and Patrick Mahomes.

Swift's influence isn't just increasing Kelce’s stardom but was a catalyst in rising NFL ratings, especially among young, female viewers. For example, The Chiefs vs. Bears matchup pulled in 24.3 million viewers, becoming the week's most-watched telecast. Notably, there was a 63% spike in female viewership within the critical 18-49 demographic. Her presence even holds sway over ticket prices. Anticipation of Swift attending a game to watch Travis Kelce play resulted in New York Jets ticket prices surging by over 40%, moving from $83 to $119, as per TickPick.

Our Key Insights:?

Utilizing Chartmetric data and insights drawn from Google Trends, the Beats + Bytes team discovered that Travis Kelce, Taylor Swift and the NFL are all benefiting off the couple's dating rumors. We found that:?

• Heinz’s debut of a Taylor Swift-inspired “Ketchup and Seemingly Ranch” sauce yielded massive results for the brand, so much so that search queries for the brand on Google jumped by 61% (see graph below).??

• Based on data from Chartmetric, since the dating rumors emerged between Swift and Kelce, Swift's monthly listeners experienced a 2.25% increase. This uptick, coupled with the momentum of her ongoing Eras tour and the amplified news coverage and collaborative branding with the NFL, is further elevating her superstardom (see graph below).?

• According to Chartmetric data, following the onset of the dating rumors, Taylor Swift experienced a growth in her followers across various platforms: a 1.12% increase on Instagram, 1.45% on YouTube, and a significant 5.37% jump on TikTok (see graph below).?

The Takeaway:?

The budding relationship between Taylor Swift and Travis Kelce has taken the pop culture world by storm. With the global spotlight intensely fixed on the pair, major players like the NFL, Travis Kelce, Taylor Swift, and strategic brands are in a prime position to capitalize on the expansive publicity this cultural event is generating. Upon examining the dynamics and stakeholder implications of this case study, we have identified several pivotal insights that brand marketers should consider:?

• The Power of The Ultimate Power Couple: Taylor Swift and Travis Kelce, each a titan in their own realm, were an unlikely duo on the world's romantic radar. Yet, their coming together has manifested a "perfect storm," uniting the foremost artist and the NFL's shining star. This collaboration effectively merges two colossal fandoms, forming perhaps one of the most formidable fan machines globally. It's no surprise that everyone involved, including brands like Heinz who've smartly hitched their wagon to this relationship whirlwind, are witnessing a unified elevation in their brand recognition and value.?

• How To Tap Into “Swiftonomics” – The Right Way: Heinz's astute and prompt response to the viral conversation surrounding Taylor Swift’s dipping sauce choices at the Chiefs game stands as an exemplary lesson in real-time cultural marketing. By leaning into social data and keenly observing fan chatter, Heinz carved a genuine path to weave into the cultural zeitgeist, aligning themselves more closely with the "Swiftonomics" effect than perhaps any other brand attempting a similar endeavor. The takeaway for Heinz and other brands is crystal clear: let fans guide your cultural marketing strategy. Avoid forcing the narrative. The discerning fans, especially the devoted Swifties, can distinguish between authenticity and pretense. By waiting for the signal from the fans, brands can reap significant rewards, just as Heinz did with their special edition sauce.

• Despite The Power of “Swiftonomics”, Understand Its Potential Pitfalls : The buzz encapsulating Swift and Kelce is hard to ignore, yet there's a subtle murmur of doubt regarding the authenticity of their relationship. While numerous top publicists affirm its genuineness, there are rumblings about it potentially being a collaborative PR effort to amplify their respective brands. Additionally, brands should also factor in Swift's dating history, one that has seen numerous breakups that for better or worse has been corrected to some of her biggest hits. Brand managers should ask themselves - Should they part ways, will it be a quiet departure or reminiscent of the headline-grabbing John Mayer era? While aligning with cultural phenomena offers massive rewards, it's imperative for brands to recognize the risks, even when partnering with a brand as sterling as Taylor Swift.

Jesse Kirshbaum & Clayton Durant