The Modern PR Playbook

Author

Alex Garcia
October 03, 2023

Hey hey, it’s Alex. It’s a big week. Our daughter Zara learned how to babble last week. It’s adorable. I love it. And I don’t mind getting woken up to her practicing her cute babbles at 3am.

Plus, our first family staycation was a success. Here’s a little recap.

But, today is about the modern PR playbook - and how this apparel brand hijacked these Taylor Swift and Travis Kelce headlines.

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You can’t scroll through social media without seeing a post about Taylor Swift and Travis Kelce.

The NFL is leveraging the moment. Every sports account too. Major publications. Even us. But no one did it like this apparel brand.

First, some numbers behind the Taylor Swift effect:

But the apparel brand, KidSuper, hijacked the headlines to interject its products into the spotlight

There are three parts to this modern-day PR masterclass:

  1. Before The Game

  2. KidSuper’s Marketing Magic

  3. The Results

Before The Game

Taylor Swift was spotted at the Chiefs game to watch Travis. And clips of Taylor Swift’s appearance started going viral.

Swifties tuned in. And started digging to find all the info on Travis Kelce possible.

And what did they find?

Travis Kelce wore a KidSuper Studios matching set and the name of it is 1989 Bedroom Painting.

But that wasn’t the name an hour before the game.

KidSuper’s Marketing Magic

Like Swifties do, they started digging and found that the name of his fit was 1989 Bedroom Painting.

And fan accounts started sharing how Travis Kelce wore a fit called 1989 Bedroom Painting because of Taylor Swift’s album and birth year.

But it was manufactured.

In a genius move, the KidSuper team decided to change the name of the denim set, Bedroom Painting to 1989 Bedroom Painting, as 1989 is a reference to Taylor Swift’s 2014 album.

And why did they switch the name?

And How Did It Pan Out?

  • 10 Million plus social media impressions

  • 50+ backlinks from major publications

  • 50k+ more sessions to the site

  • The KidSuper denim jacket sold out

In days, KidSuper went from a niche favorite to an emerging fashion sensation with national headlines.

The new PR playbook?

  • Cultural relevance is now measured in hours

  • Find trending topics and searches where your brand can interject

  • Write the headline then craft the story

  • Make your brand/product the center of that story

Strategy matters, speed matters more.

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This next Thursday will be one of our best newsletters yet. The topic is lessons from luxury brands. Will be sick.

See you then!

Alex