For Garland’s co-founder, Christopher Morency, despite the significant expansion of platforms and touchpoints used by brands post-pandemic, prevailing tactics, formats and sales approaches in traditional brand building remain largely repetitive.
“The best brands, however, set themselves apart by redefining narrative strategies, seamlessly integrating conversion into the brand story, and by blurring the traditional lines that once separated inspiration and sales,” he added.
Beyond engagement, this is a strategy that could help drive brands’ bottom lines. Taylor Swift’s recent Bahamas holiday with footballer Travis Kelce, which was captured through a long lens, shows the potential for pap shots to drive sales.
Analysis of Google Trends data reveals that searches for “The Bahamas” increased by 351% since pictures of the duo’s holiday were published. Additionally, there was a surge of 770% in searches for “yellow bikini” following the release of a paparazzi image featuring Swift wearing one on the beach.
Speaking on the findings, Marc Porcar, CEO of ecommerce platform QRFY, said these numbers underscored the enduring allure of celebrity and its profound impact on fan engagement.
“This symbiotic relationship between celebrities and their audience reflects the power of cultural icons in shaping societal trends and consumer choices and truly highlights their influencer power,” he added.
Maybe brands shouldn’t remove tabloid photographers from their favorite contacts quite yet.