Friday, December 2
Justin with Mariah at Macy's
You may not have ever thought you'd read a blog post here about Justin Bieber, and I wouldn't blame you. But the truth is that one of my agencies actually worked with Team Bieber to launch his first run at a fragrance product, and actually organized his cover on WWD at the time.
But I'm not here to talk about that ... I'm going to talk about a brilliant stroke of marketing genius from the Bieber that has me in awe. Marketing awe.
Black Friday at Macy's, which also launched his new fragrance. It was the best commercial of the Black Friday season. But I thought that was about it ... turns out there is so much more.
Along with his new fragrance, Justin Bieber also launched his holiday album, which debuted at #1. He is the first male artist to debut at #1 with a holiday album. Ever. But there's more.
King Bieber also recorded a remake of the pop classic song from Mariah Carey "All I Want For Christmas Is You." Is your toe tapping? That song from Mariah was the first holiday song to reach one million downloads -- it quickly became a new holiday classic. The kicker is that Justin did the remake WITH Mariah Carey. And filmed the video in the Macy's flagship store. In the fragrance department. Geeeeennnnius.
Right at a time when a teen dream could see the end of his career, he puts together a series of well coordinated marketing moves to continue to elevate his stature in the industry. Both music and consumer products. And it's working, clearly. Plus he got a new do ... much more mature.
President of Lippe Taylor
Author of The Experience Effect
PS - Get an early bird discount direct from the publisher on the e-book version of my new book "The Experience Effect for Small Business." Just enter "ExpEffectSmallBiz" at check-out here.