Rihanna's Super Bowl Halftime Show proved to be a game-changer for her beauty brand, Fenty Beauty. The global popstar cleverly used the platform to showcase her makeup line, resulting in a significant boost in sales and brand awareness. In this article, we delve into the metrics behind Fenty Beauty's success following Rihanna's iconic performance.
During the halftime show, Rihanna subtly promoted Fenty Beauty by touching up her makeup using the brand's Invisimatte Instant Setting & Blotting Powder. This seemingly innocuous act caught the attention of millions of viewers, leading to an 883% increase in searches for 'Fenty Beauty' during the performance. As a result, Fenty Beauty earned $5.6 million in Media Impact Value (MIV) within the first 12 hours after the show.
In February, Fenty Beauty reached its highest total among all competitors with $44.1 million in Earned Media Value (EMV), marking the brand's first No. 1 leaderboard ranking in the U.S. market. The brand experienced a 72% month-over-month growth, the sharpest among its top 10 competitors, and garnered 12.4k brand mentions, the greatest share of voice among all competitors.
Fenty Beauty's organic creator community also grew by 42% month-over-month to 5.5k creators, with nearly half of them falling into the micro-influencer tier. Micro-influencers contributed $11.0 million EMV, ranking as Fenty Beauty's second-most impactful community segment, just behind the brand's powerhouse creators ($14.8 million).
Rihanna's lingerie brand, Savage x Fenty, also benefited from the Super Bowl marketing tactic. Although not as prominently featured during the halftime show, the brand still experienced a substantial 27% month-over-month growth, collecting $15.5 million EMV. Incoming content creators contributed more than half ($8.3 million) of Savage x Fenty's February total, helping the brand's community increase by 37% month-over-month to 1.6k creators.
Rihanna's strategic use of the Super Bowl platform, combined with her skillful influencer marketing tactics, led to record-breaking success for Fenty Beauty and Savage x Fenty. By leveraging content creators, creating unique experiences, and tracking metrics like EMV, brand mentions, and community growth, Rihanna was able to capitalize on the massive audience of the Super Bowl halftime show and give her brands a competitive edge in their respective industries.
