LADY GAGAA Marketing Product

Study of Lady Gaga’s communication strategy

INTRODUCTION

How has Lady Gaga achieved to become one of the most influencial

person in the world within two years?

A multiple-talent artist

LADY GAGA,

A SINGER,A DANCER,

AND A SHOW-WOMAN

LADY GAGA’S CHILDHOOD

Some biographical elements…

• Name : Name : Stefani Joanne Angelina GermanottaStefani Joanne Angelina Germanotta

• Origins : Origins : Comes from a well-off italian family Comes from a well-off italian family living in New Yorkliving in New York

• Personality : Personality : shy and rejected by the othersshy and rejected by the others BUT also an eccentric and BUT also an eccentric and

talented girl bound to be a startalented girl bound to be a star

Education background

Graduated from the Convent of Sacred Heart, New York

Musical education

Learned piano by ear at Learned piano by ear at the age of 4.the age of 4.

Classical musicClassical music

BEFORE…

AFTER !

L A D YL A D Y G a g aG a g a

The story of a fame

A fast ascension of the « fame ladder »

Lady Gaga’s name origin :

Lady Gaga’s IMAGE BUILDING

A personal branding phenomenon

LADY GAGALADY GAGA

ISIS

EVERYWHEREEVERYWHERE

What is personal branding ?

Process whereby people and their carreer are marked as brands

and idea that success comes from « self

packaging »

Lady Gaga’s strategy :

Lady Gaga’s originality and style

A fashion icon A fashion icon

« I have started dressing like a star before « I have started dressing like a star before becoming one »becoming one »

PROVOCATION

OFFENSIVEOFFENSIVE

oror

AWESOMAWESOMEE

??

Lady Gaga’s public image and commitment

A philanthropist woman

Lady Gaga throws the weight of her popularity behind donation projects.

A proactive woman« To have this lipstick as a reminder in your purse, that when your man is laying naked in your bed, you go into the bathroom, you put your lipstick on, and you bring a condom out with you. »

Viva Glam Campaign for MAC AIDS FUND

Equality for gay peopleEquality for gay people

« I am here today because I want to propose a law called « If you don't like it, you can go

home » A law that sends home the homophobes, that sends home the

prejudiced. »Lady Gaga’s speech and fight against the « Don’task, don’t tell » law.

Let’s be more technical…

Lady Gaga, the queen of the CO-BRANDING and PRODUCT

PLACEMENT strategies.

What is « co-branding » ?

Definition :

“Combination of two or more brands for the development, marketing and communication of a product or a

service. »

Objectives :

• Opportunity for the brands to strengthen or change their commercial position

• Opportunity for the brands to break into new market segments

The case of Lady Gaga

Relying on modernity and high technology

Headphones by Lady Gaga, in cooperationwith Dr Dre and Monster.

Why co-branding ?

• Reciprocal gain of reputation for each partner

• Developing loyalty of existing consumers or fans

• Luring new market segments

Co-branding with fashion and cosmetic brands

H & M

Product placement

Definition :

« Advertising technique using the process of highlighting branded goods in a film,

a TV show or a music video »

Objectives :

• Ideal means of funding for artists

• Ideal advertising means for brands

Product placementTelephone (feat Beyonce)

Social Networks and the Internet

USING…

What is allowed by the Internet :

• Broadcasting news, songs and videos very easily and quickly

• Avoiding censorship…

… reaching her fans DIRECTLY instead of going through the traditional

media.

« Crowd-sourcing »

… but also conveying a feeling of proximity : the building of a « lil’monsters » community.

LADY GAGA BENEFITS FROM FREE ADVERTISING THANKS TO HER DEVOTED

FANS

EXAMPLE

Lady Gaga’s fans in number

• Twitter : more than 6 million followers

• Facebook : more than 21 million fans

• Myspace : more than 1 million fans

• Youtube : more than 777 million views for 8 of her most popular songs.

Brand Romance by Newcast

http://www.youtube.com/watch?v=IC9bNthm70k