Thursday, November 3, 2011

Rihanna: Pop Star or Social Marketing Genius?

In the quick-paced, changing society that we live in, consumers get bored if they see the same old concept for an extended period of time. For this reason, it has become imperative for celebrities to re-brand themselves often. Among Rihanna's many talents, re-branding may be at the top of the list.
Although sexiness has always been a part of Rihanna’s image, she first came onto the music scene with her song “Pon de Replay” as a young, innocent, seemingly normal girl wearing pigtails and singing about dancing to a good song by the D.J. Her image was a safe one, carefully managed by her producers. After the incident with Chris Brown, Rihanna strategically took time away, and came back in an interview with Diane Sawyer, where she had a clear message and appeared to be a recovered woman in control. Since her comeback, Rihanna and her team have carefully crafted an image of an ultra-sexual, emotional, edgy, free-spirited woman who sings from the heart about broken love and sexual fantasies. Her believable image transformation is a result of purposeful social marketing and consistency across platforms.
Rihanna began the transformation with the album Good Girls Gone Bad. In the music video for Rehab, she is seen as a short-haired, in-control woman who is distraught over failed love but ready to recover. Rihanna took it a step further when she portrayed an ultra-sexual image in the “S and M” music video. In the video, she is seen with bright red hair, doing everything from humping a doll to being hogtied to duck taping other women and then kissing them. 
Rihanna portrays the same image through Twitter and Facebook. In the last days alone, Rihanna’s tweets included, “You da one that I dream about all day...u da one that I think about always...my love is your love, your love is MINE!!!” and “Its not even my Birthday...but he wanna lick the icing off!!!” Again, emotional and sexual yet thoughtful. On these outlets she can interact with and relate to her friends directly. On Twitter she talks directly to them, and on Facebook she has uploaded pictures of herself with hundreds of fans. On Facebook her status updates contain references to her most recent songs and music videos, asking consumers their opinions but also pushing her product. Additionally, on these social media outlets she pushes the companies/organizations that she is sponsored by, such as Armani, the country of Barbados, and Vita Coco Coconut Water. 
Rihanna has also appeared in numerous magazines. Most recently, she did a nearly nude photo shoot in Esquire magazine. Her team makes sure to push such photo shoots and articles on Facebook and Twitter, where fans can look at the pictures without necessarily having access to the magazine. 
In her public appearances Rihanna portrays a care-free, confident woman. This aligns well with her music videos, Facebook, and Twitter. Her marketing team has successfully linked all platforms so as to give her fans a complete 360 degree experience. If she continues to use such platforms in the same way, Rihanna will likely succeed in re-inventing her brand image in the years to come.
You can check out Rihanna's facebook page at https://www.facebook.com/rihanna. Check out her twitter page at http://twitter.com/#!/rihanna. Watch her music videos on her YouTube channel, http://www.youtube.com/user/RihannaVEVO


Josh Graves
Undergraduate IMC
Follow me on Twitter at joshgraves4

23 comments:

  1. Want to offer for you a user-friendly platform to businesses and individuals to Post Free Ads.
    Post Free Ads or get free account via Facebook Login in one click.
    Get more with free advertising at www.postallads4free.com

    ReplyDelete
  2. There's nothing sexy about trying too hard.

    ReplyDelete
  3. http://teasastipss.blogspot.com/2013/04/history-of-social-media-marketing.html

    ReplyDelete
  4. Thanks to share these details it’s truly nice. seo services pa

    ReplyDelete
  5. social marketing definitely change the society and create a chances of show some exceptional talent of peoples. Telos Digital

    ReplyDelete
  6. Wonderful, just what a blog it is! This blog has provided the helpful data to us continue the good work.SistaSearch.com

    ReplyDelete
  7. Hello guys! You have made superb efforts to make this post. This is great thanks
    payday loans

    ReplyDelete
  8. I want more and more articles and blogs please post soon such informative information.payday loans online direct lenders only

    ReplyDelete
  9. I have got this wonderful site, now I will share this to my friends and colleagues as well because they are also fond of learning this type of things. car insurence

    ReplyDelete
  10. You create sense out of the foremost complex topics.whole life insurance

    ReplyDelete
  11. I certainly appreciate your stuff provided in the blogs.seoforlawyers.net

    ReplyDelete
  12. These are the great blogs; I assure you that I really enjoyed a lot in reading.http://www.incredibledreammachinesreview.com/

    ReplyDelete
  13. Your blogs are easily accessible and quite enlightening so keep doing the amazing work guys.landscapers Coon Rapids

    ReplyDelete
  14. Your articles are very well written and unique. SEO Express

    ReplyDelete
  15. Superb posts with lots of information!!! This is really the most miraculous blog site dude….MacFarlane Curry

    ReplyDelete
  16. Hi Dear, have you been certainly visiting this site daily, if that's the case you then will certainly get good knowledge.melbourne seo

    ReplyDelete
  17. You fully match our expectation and the selection of our data. Entrepreneur Mark Curry

    ReplyDelete
  18. The information you have given in the blog really marvelous and more interesting. marketing

    ReplyDelete
  19. Hey enormous stuff or pleasant information you are offering here. http://thepushbuttoninfluence.com

    ReplyDelete
  20. Your composing is purely awe-inspiring that I desired to read such high quality material...


    http://100kfactoryreviewed.com/

    ReplyDelete
  21. You fully match our expectation and the selection of our data.


    face value of whole life insurance

    ReplyDelete