Last week saw Taylor Swift drop what is likely to be one of the biggest albums of the year. Although the new album was a surprise release, it has quickly captured the hearts and minds of people across the world. Swift is no stranger to using promotional products to give her releases an edge, but with the music video for the song 'cardigan' she's managed to take her marketing to a whole new level.

1. Swift's cardigan boosts sales, connects fans.
2. Branded merchandise amplifies online presence.
3. Cross-promotion drives engagement.

Featuring Merchandise in a Music Video

Tay-Tay's fanbase covers a lot of demographics but undoubtedly young women make up a good proportion of her audience. With this in mind, Swift's video for the song 'cardigan' features promotional cardigans that she slips on towards the end of the clip. What can you now purchase these incredible custom branded products online through Taylor Swift's store? Why it's the exact same cardigan made famous in the video!

Why This Choice of Logo Swag Rocks

There's a lot about this release that impresses us. First of all, just the idea of manufacturing a cardigan to partner with a song titled 'cardigan' is an extremely savvy move. Second of all, like a lot of custom hoodies & jackets that artists feature in their clips, Swift's cardigan would fit well with the existing wardrobe of many young fans. Thirdly, though the cardigan does feature logo branding for the artist's "folklore" album it is so subtle that it looks like a natural part of the product, rather than a label slapped on as an afterthought. Finally, included in the purchase price for the cardigan is a digital copy of Swift's "folklore" album. Add all that together and you get an absolutely stunning piece of marketing merchandise that is currently selling fast in Tay-Tay's online store.

While her online store is overflowing with fun merchandise + album combos for fans to purchase (like logo branded t-shirts and custom water bottles), we really think the cardigan is the MVP in Taylor Swift's latest range. The artist and her team have put together desirable merchandise that will appeal to her fans, popped some product placement into her music video, and let the combination work its magic. Some might call it cynical, but given that the 'cardigan' song has some pretty powerful lyrics it feels like there's a little bit more soul to Tay-Tay's marketing than some of her competition.

The Power of Merchandise Association

Here are the reasons why Taylor's marketing strategy worked:

• Association with Emotion: Taylor Swift's choice to create a cardigan that not only ties into the title of her song but also incorporates subtle branding for her "folklore" album is a stroke of genius. By creating a tangible product that fans can wear and associate with their emotions while listening to the album, she deepens their connection to her music on a personal level.
• Strengthening Brand Loyalty: The creation of branded merchandise like the cardigan allows Taylor Swift to extend her brand beyond just the music. By offering fans an opportunity to own a physical representation of her artistry, she enhances their loyalty and gives them a way to showcase their fandom to the world. This strengthens the bond between artist and fan, fostering a sense of community among Swifties.
• Social Media Amplification: Branded merchandise creates a ripple effect on social media platforms. When fans purchase and wear Taylor Swift's cardigan, they become walking advertisements for her music and brand. In today's digital age, where social media dominates, this organic promotion can significantly boost the visibility of her music and drive more people to engage with her content and merchandise.
• Cross-Promotion Opportunities: By offering a digital copy of her "folklore" album with the purchase of the cardigan, Taylor Swift taps into cross-promotion opportunities. Fans are encouraged to immerse themselves in the complete album experience, while also enjoying a physical product that embodies the essence of the music. This creates a multi-dimensional marketing approach that caters to different fan preferences.

Summary

So, to wrap it up, Taylor Swift's branded cardigan has been a huge success in her latest marketing campaign. By featuring custom branded cardigans in her music video and offering them for sale online, she's managed to create a strong connection between her music and her fans. The cardigan not only ties into her song, but it also incorporates subtle branding for her album, making it a desirable piece of merchandise. The power of branded merchandise is evident in its ability to strengthen brand loyalty, amplify social media presence, and provide cross-promotion opportunities

If you're looking for some inspiration for your next marketing campaign or merchandise tie-in, then speak with the Cubic Promote team today!

Images and info found here: https://store.taylorswift.com/