Taylor Swift’s star has never shined brighter. From her blockbuster Eras Tour to her recent NFL appearances, the pop star has become a beacon of economic success. Even brands not directly associated with her have felt the benefits from the Swift Army, or attempted to get in on the hype.
Notably, her rumored relationship with Kansas City Chief tight end Travis Kelce has raised the profile of advertising campaigns in which he features significantly. For example, two Campbell Soup ads featuring the tight end drove 287% more engagement than ads not featuring Kelce, according to data shared with Marketing Dive by Edo. After Swift attended a game, ad effectiveness went up 4%.
A Pfizer ad featuring Kelce has been 27% more effective at driving engagement than those without him. Those who saw the Pfizer creative on TV, which depicted the football star getting his COVID-19 booster and flu shot at the same time, were 32% more likely to engage with the brand online after Swift’s first game appearance, according to Edo.
“Her massive fan base is incredibly supportive of brand campaigns and TV programs that feature the artist,” said Kevin Krim, CEO of Edo, in a statement to Marketing Dive. “Now we’re also seeing Swift’s association with other talent, like Travis Kelce, also lift the performance of their ads, at least in the context of the relationship such as during an NFL game that she’s attending.”
With the Eras Tour set to end in November of 2024 and a tour film releasing this month, Swift mania is not likely to be going anywhere anytime soon. Just how long the intensity can hold has yet to be seen.
The rumored relationship between Swift and Kelce brings together two of the biggest forces in American culture: pop music and the