When you can get your product into a celebrity's hands, it's magical. It's the moment a brand can say "we made it!" But, for most companies, the celebrity hype fades as quickly as it came.
Not for Wove. They kept the momentum for months. Here's how they did it in 3 steps. ⬇️
Firstly, some background: Taylor Swift & her Kansas City Chiefs boyfriend, Travis Kelce, exchanged custom bracelets from Wove at Super Bowl VIII... and the internet went crazy. The small jewelry company that crafted T-Swift's viral "friendship" bracelet was interviewed and shared across every news source imaginable for weeks...
...and Wove was ready for it. First:
1️⃣ They made an accessible version of Swift's expensive bracelet.
Taylor Swift's exact bracelet complete with gold and diamonds costs around $6,000. Wove attracted a wider range of consumers by offering similar bracelet options at a much more attainable price point.
2️⃣ They made lots of storytelling content.
Who doesn’t love celebrity gossip (especially Swifties)? Wove leaned in by crafting blog and social content sharing the whole story surrounding the bracelet from conception to production to delivery. This provided another way for fans to feel like they were part of the journey, too.
3️⃣ They timed other product launches with future Taylor Swift news.
Months after the Super Bowl and once the media coverage died down, Wove wasn't done. They strategically released a new product in sync with Swift’s new album launch, automatically picking up lost traction. At this time they also hosted a giveaway on social media to win Swift's Super Bowl bracelet too, further reengaging fans.
TLDR; Think outside the box when it comes to capitalizing on exposure. That goes for influencers and everyday customers sharing your product, too!
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