Katy Perry Marketing Plan
Tactics
Tactic 1: Musical Collaboration on Lead Single With Taylor Swift
Why chose this tactic/strategy: Taylor has seen enormous success as KP has somewhat fallen off the charts. The once feudal duo now can be seen together in music videos and commenting on each other's releases. As two of the biggest pop stars of their generation, a collaboration between Katy Perry and Taylor Swift would generate massive hype and publicity, capitalizing on their formerly publicized feud to now celebrate female empowerment. Additionally, the collaboration would feed off of nostalgia for elder Gen Z.
What are the benefits of this specific tactic and why is it a good choice for you on this campaign
Massive media attention and buzz - around each individual and together
Possibility for virality
Cross-Promotion and Audience Expansion - can play off of e3ach other’s fan bases and invite in new listeners
Increased Streaming and Sales - A high-profile collaboration is likely to drive significant streaming numbers and sales as well as drive attention back to Perry’s catalog
Is it on-brand (vs. off-brand) for your product
On brand
Reinvention through evolution with touches of nostalgia - throughout her career Perry has grown and changed with odes to her past, this would be another iteration of the same trends that allow for career longevity
Pop Culture Phenomenon - Perry and Swift reign supreme in the era of pop music and joining forces would allow an even bigger starower for the both of them
Authenticity with touches of commercialism - …..
What is the Target audience of this tactic
Nostalgia- driven Gen z females + queer people who listen to both katy perry and taylor swift
Gen Alpha pop fans more familiar w/ Swift, get get introduced to the world of Katy Perry
Platforms (traditional and/or digital) you are choosing to implement tactic
Digital / streaming
Spotify / apple music / youtube
What you are trying to achieve
A reassurance of katy perry’s career before the release of her 6th studio album
Is it coordinated with other tactics
Behind the scenes
Planned paparazzi pics
Timing/schedule
Post - teasers, and pap - pics, the first major part of the campaign taking place in the beginning of June
KPIs if relevant
Social Media Engagement
Growth in social media followers (Instagram, Twitter, Facebook, etc.)
Engagement rates (likes, comments, shares) on social media posts
Trends and hashtags related to her new music - especially on Tik Tok
Music Sales / streams
Number of units (physical and digital) sold
Position on the Billboard 200 album chart
Number of weeks spent on the chart
Monthly streams
Tactic 2: Paparazzi pics
Why chose this tactic/strategy
Crafting a behind the scenes look at Perry’s life - everything from showcasing her life as a mother, entertainer, and collaborator. Paparazzi pictures make onlookers feel as if they are getting a secret view of their favorite celebrity's life. What would be shown in the staged images would be the following
Katy having family time with her husband, orlando bloom and daughter daisy
Secret sessions in the studio
Spotted with superstar, taylor swift
What are the benefits of this specific tactic and why is it a good choice for you on this campaign
Staged authenticity aligns with her brand
The tactic works to humanize perry as a grounded mother, family women,and entertainer
Control
While the staged paparazzi photos aim to create an authentic and candid feel, Katy Perry and her team maintain control over the narrative while building anticipation around her new album without sacrificing true privacy and revealing only what she wants to be made public.
Is it on-brand (vs. off-brand) for your product
On brand and Akin to her past tactics such as her Witness World Wide 72 hour livestream
controlled and curated view of her life allowing fans to feel they have an inside look and can pick up on clues and easter eggs
What is the Target audience of this tactic
Platforms (traditional and/or digital) you are choosing to implement tactic
Digital: social media especially “tea” pages on instagram
Physical : magazines like “People” and “US”
What you are trying to achieve
More discourse around katy, theorizing what is coming next
Putting all eyes on Katy and celebrating her return to pop music
Timing/schedule
The beginning teaser of the campaign, taking place from april - mid may
KPIs if relevant
Social Media Engagement
Growth in social media followers (Instagram, Twitter, Facebook, etc.)
Engagement rates (likes, comments, shares) on social media posts
Trends and hashtags related to her new music - especially on Tik Tok.
Tactic 3: De Soi X Poppi Fan Activation
Why chose this tactic/strategy:
The non-alcoholic beverage industry is in the spotlight right now. With Poppi being an influencer favorite, Super Bowl ad star and aligned with young consumers with their colorful branding - it fits Perry’s ethos immensely. Additionally, Perry has her own Setzer brand, De Soi and the CPG brands can collaborate for maximum reach, especially to mom’s and those who don’t drink. This activation would provide publicity for the brand and an opportunity for fans to engage with more than music, in person.
What are the benefits of this specific tactic and why is it a good choice for you on this campaign
Allowing for an in person fan experience elides exclusivity while getting fans off their screens, interacting face to face. The fan community grows strong as does their affiliation to Katy. Whether old fans or new, brand activations bring in multiple audiences for one purpose, publicizing Perry’ s new endeavors.
What is the Target audience of this tactic
Young Mom’s - don’t drink, have kids, looking for a treat and a touch of nostalgia
Fans under 21 - Don’t drink, can enjoy a nice beverage, plays into the brand imaging of Poppi
Is it coordinated with other tactics
Press circuit
BTS content- the making of the album + event
Timing/schedule
End of June at the end of the campaign near the album release
KPIs if relevant
Attendance numbers
Shares Via social media (i.es like and hashtag use - #SodasBackKatysBack)
Tactic 4: Interview / Press Circuit
Why chose this tactic/strategy:
A press junket would generate awareness of Perry's comeback and start discussion of her new music. The intensive interview process provides the artist with an avenue for direct promotion of new songs, and we get to hear in their own words what the record means to them. Fans love interviews as it gives an inside look at the nuances of a project and makes fans feel closer to their idols. Overall, press circuits function to keep artists like Katy Perry at the top of consumers' minds through extensive media presence, rather than a one-off interview
What are the benefits of this specific tactic and why is it a good choice for you on this campaign
Allows Perry to casually promote the album while connecting w fans
Establishes her revamped brand imagine through clear articulation
Gives unique insight to pair with her artistic endeavors
Expands marketing beyond perry’s own social and allows more audiences viewership
Is it on-brand (vs. off-brand) for your product
On brand, in the past Perry has done press circuits for her albums and tours
What is the Target audience of this tactic
Old fans looking for what Perry has been up[ tp during her hiatus
Dedicated fans who will go out of their way to watch content beyond her main musical releases
Platforms (traditional and/or digital) you are choosing to implement tactic
Youtube + Cable TV
What you are trying to achieve
Drive pre-sales and first-week album sales/streaming numbers
Reestablish Katy as a dominant force in pop music after time away
Introduce her new media to various consumers
Set the stage for future announcements
Allow for discourse about her to come back in to the mainstream
Is it coordinated with other tactics
BTS content
Timing/schedule
A few interviews in early April, most in Late May
Tactic 5: BTS content
Why chose this tactic/strategy:
Behind-the-scenes content fosters curiosity and connection with viewers by offering an honest, personal glimpse into an artist's daily routine and creative process. Show’s Perry’s humanity and a mother and a performer simultaneously. Produces a greater artist-fan connection which pushes sales, listens, and publicity.
What are the benefits of this specific tactic and why is it a good choice for you on this campaign
Provides fans with the exclusive access that works to humanizes the artist and builds anticipation for the album release by giving an ongoing stream of promotional information that feels authentic which will compelling audiences to further engage
Is it on-brand (vs. off-brand) for your product
Perry has categorized herself as colorful and vibrantly authentic, even through her bubblegum stage persona. For her 4th album, Witness she produced a 72-hour, big brother-esque live stream where fans saw everything from eating breakfast, interview prep, therapy session and even her sleeping. Though curated BTS are less all consuming, they excluded the same authenticity provided by prior tactics such as the Witness Worldwide livestream on youtube a few years ago.
What is the Target audience of this tactic
Old fans and new
Gen Z that uses Tik Tok and wants more than music, they want to know their favorite artists on a deeper level
Platforms (traditional and/or digital) you are choosing to implement tactic
Digital
Tik tok
Apple Music reels (exclusive)
What you are trying to achieve
A sense of realness and relatability to fans
Growth of a parasocial relationship for deeper engagement
A holistic presentation of Perry, more than just a singer, she is a hardworking human in many sectors
KPIs if relevant
Tik tok views + comments
Google searches / analytics
Tactic 6: Gamification / easter eggs
Why chose this tactic/strategy:
Encourages fan participation and involvement by creating a sense of community and shared experience among fans, teamwork can take place online. Additionally the hunt for easter eggs can Generates organic dialogue that builds anticipation for the new album. This tactic Aligns with Katy Perry's playful and interactive brand persona while taking successful notes from Taylor Swift's past engagement strategy.
Is it on-brand (vs. off-brand) for your product
Katy Perry has a history of incorporating cryptic clues into her album promotions, music videos, and social media content, aligning with her playful and enigmatic brand persona. Some examples of previous Easter eggs by Katy Perry include themed red carpet outfits and Instagram posts with hidden lyric captions. However, Taylor Swift's Easter egg usage goes above and beyond, and incorporating those similar elements for both artists could be a clever way to fuel speculation and rumors about a possible collaboration, further heightening anticipation and engagement from fans. Overall, a joint Easter egg hunt or gamified experience involving both artists would generate significant buzz and excitement among their combined fanbases.
What is the Target audience of this tactic
Engaged fans of Katy Perry and Taylor swift
Katycats (her fanbase) those involved on Stan Twitter
Older Gen Z / young millennials
Platforms (traditional and/or digital) you are choosing to implement tactic
Digital: Instagram post clues, tik tok visual messages, radio announcements
Physical: red carpet looks, magazine “gossip”
What you are trying to achieve
Generate buzz and organic conversation around the new album by building a sense of community through engagement. All will go towards Driving traffic and sales as well as Increasing social media engagement and followers and overall discourse
Timing/schedule
The Easter egg hunt and gamification elements can be rolled out in the lead-up to the album release, gradually unveiling clues and hints over several weeks (see calendar) The hunt can culminate with the album release, offering exclusive rewards or access to fans who successfully collected all the Easter eggs.
The Basics of a Marketing Plan
The Client is world renowned popstar, Katy Perry. The 2010’s icon has broken records with her endless bubble-gum hits and is an established icon of our era. That being said, the last few years has seen her music career struggling in comparison to her domination of the music industry in past years. Taking a step back from recording and touring, the now mom, entrepreneur, and American Idol host is ready to make her music comeback.
Goals: As a seasoned creative agency handling Katy Perry's comeback campaign, our primary goal is to reignite her connection with her fanbase and reestablish her as a dominant force in the music industry, rivaling the current popularity of artists like Taylor Swift. With my in-depth knowledge of Katy's illustrious career and her unique bond with her devoted fans, I aim to craft a multi-faceted campaign that speaks directly to their hearts and reminds them of the infectious energy and empowerment that Katy's music has always embodied.
Product: Katy Perry and her 6th studio album
Sector: Celebrity + Music
Genre: Pop
Key People involved: Katy Perry , Taylor Swift, Poppi, De Soi, Capitol Records
Branding
What will the audience think of the brand: fusion of her quirky, unapologetic personality and her empowering anthems of self-love and individuality. We'll create a visually striking aesthetic that blends vibrant colors, playful elements, and bold typography, ensuring an instantly recognizable and memorable identity.
Brand Values: individually, expression, authenticity, celebration of uniqueness, acceptance (esp queer)
Brand culture: a safe space for self-expression and personal growth.
Brand Identity/Persona/personality: quirky, playful, and unapologetically confident. Her persona will exude a contagious energy that invites fans to join her on a journey of self-discovery and empowerment.
Brand Voice and tone: playful, bubbly, quirky colorful , unique, empowering, raunchy
Brand Value Proposition/ Competitive advantage…What sets you apart from the competition: connection to fans childhood, nostalgia, leverage the power of collective memory and emotion, long standing fan loyalty provides a built in audience to bridge the gap between her past triumphs and her future endeavors.
Target Audiences
Direct targets
Older Gen z/ young Millennial Fans (Age 18-30): This demographic encompasses Katy Perry's core fanbase – individuals who grew up listening to her music and feed into the nostalgia of her persona
Girls + LGBTQIA+
Secondary audiences
Genz / gen alpha has the next generation of potential fans. With their openness to new music and their affinity for pop culture icons allowing them to join the world of katy perry fan’s will allow the fanbase to grow in size and power
What audiences are you hoping to draw in if everything is bigger and better than expected?
Moms - as katy is a mother herself now, she can showcase this new aspect of her life through her music and show other parents they can care for their kids and be world class entertainers/ entrepreneurs
KPIs (Key performance indicators)
Music Sales / streams
Number of album units (physical and digital) sold
Position on the Billboard 200 album chart
Number of weeks spent on the chart
Certification levels (Gold, Platinum, etc.) from recording industry associations
Streaming numbers on Spotify / apple music
Number of monthly listeners on streaming platforms
Inclusion in popular playlists and editorial selections
Ie Pop Hits, Lorem, Pop Rising, etc
Tour Performance
Total number of tickets sold
Total tour revenue
Average ticket price
Percentage of venues sold out
Social Media Engagement
Growth in social media followers (Instagram, Twitter, Facebook, etc.)
Engagement rates (likes, comments, shares) on social media posts
Trends and hashtags related to her new music - especially on Tik Tok
Brand sales
Sales of De Soi (Katy Perry’s drink brand)
Sales of Katy Perry Collections Shoes
Schedule
Phase 1: Building Anticipation (1 months)
Release cryptic teasers and easter eggs hinting at Katy's return (e.g., "KP6 is coming soon" on her purse at red carpet events)
Kick off the funeral and resurrection campaign, featuring a video announcing her retirement from American Idol and teasing the reestablishment of her music career by "Unburying the Blue Wig" symbolizing her reclaiming her iconic persona
Phase 2: The Big Reveal (2 weeks)
Have 2 week long teasers that bring up the beef Taylor Swift had with katy perry and video by video, break them down until a shot of the two reveals the upcoming collaboration
Drop the lead single, a powerful girl power anthem featuring a collaboration with Taylor Swift
Release a high-impact music video with Taylor, accompanied by a massive promotional push
Announce the album release date and pre-order details
Launch the "Behind the Scenes with Katy" TikTok/Apple Music series, offering fans an intimate look into her life as a mom and pop star (2 short videos per week for 1 month)
Phase 3: Press Circuit + Immersive Experiences (1 months)
Embark on a comprehensive press tour, including interviews with Zane Lowe, Nardwuar, Genius, and Zach Sang
Conduct fan interviews and Q&A sessions, strengthening the connection with her devoted fanbase
Secure high-profile TV appearances and performances to generate buzz and excitement (Jimmy Fallon, Today show, QVC, Drew Barrymore)
Create a "Mom and Pop Star" themed activation, allowing fans to experience Katy's dual roles as a mother and performer - Launch the "Katy Perry's De Soi" pop-up experience, featuring non-alcoholic mocktails and a collaboration with Poppi
Offer exclusive merchandise and limited-edition products tied to the pop-up experiences
Phase 4: Album Release and Tour (Ongoing)
Release the highly anticipated album, accompanied by a global marketing blitz
Announce and promote the accompanying world tour, offering exclusive pre-sale opportunities for fans
Continue fostering engagement through social media challenges, fan meet-and-greets, and surprise activations
