Taylor SwiftBad Blood Campaign

By Francesca Parisi and Georgina Heaton

Taylor Swift Brand Image

Heavy use of social media has formed her huge fan baseForbes Magazine’s 64th most powerful womanA role model with a relatable image

"So to me, feminism is probably the most important movement that you could embrace, because it’s just basically another word for equality."

Methods of Promotion

58.1M followers makes her the 4th most followed person on Twitter

Music video teasers

After screening at the billboards the video was made instantly available for streaming onlineReleasing the video at an awards ceremony creates hype and works in favour with both parties

Website Promotion

http://taylorswift.com/

Website is interactive and encourages fans to spread word of mouth through various social networking platforms

Instagram Promotion

Promotional images uploaded from Swift’s Instagram account

Lily Aldridge, Hailey Steinfeld, Lena Dunham, Kendrick Lamar, Karlie Kloss, Serayah, Martha Hunt, Ellen Pompeo, Mariska Hargitay

Instagram Promotion

31.8M followers

Each guest allowed was already an established celebrity with huge fan bases which allowed her to appeal to a new range of fans

Various backgrounds and professions brought in viewers from different demographics

18 49

The professions of the other celebrities vary, again opening up the target demographic

Similar theme to theatrical posters that advertised Sin City and Kill Bill

Digipak

Bad Blood is the third #1 from her album 1989

Portrays Swift in a new light

Creates more hype surrounding her video as it is so different from previous songs

Collaboration with Kendrick Lamar is different and unexpected

Swift has continually developed as an artist to remain successful

Reception

Music Video

Bad Blood Music Video