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.
Just last week I wrote about his commercial for 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.
The man (yes, man) clearly has a marketing machine that knows what they are doing. Carefully progressing him into the next stage of his career. With a little help from a pop diva, a consumer product, a new cut, and a well organized brand experience. Good moves!
What's your experience? Jim.
Jim Joseph
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.