music video campaign as media

1. Taylor Swift
Bad Blood Campaign
By Francesca Parisi and Georgina Heaton

2. Taylor Swift Brand Image
Heavy use of social media has formed her huge fan base
Forbes Magazine’s 64th
most powerful woman
A role model with a relatable image
"So to me, feminism is probably the most important movement that you could embrace,
because it’s just basically another word for equality."

3. Methods of Promotion
58.1M followers
makes her the 4th
most followed person
on Twitter
Music video teasers
After screening at the
billboards the video
was made instantly
available for
streaming online
Releasing the video at an awards ceremony creates hype
and works in favour with both parties

4. Website Promotion
http://taylorswift.com/
Website is interactive and encourages fans to spread word of mouth through various social
networking platforms

5. Instagram Promotion
Promotional images uploaded from Swift’s Instagram account
Lily Aldridge, Hailey Steinfeld, Lena Dunham, Kendrick Lamar, Karlie Kloss, Serayah, Martha
Hunt, Ellen Pompeo, Mariska Hargitay

6. Instagram Promotion
31.8M followers
Each guest allowed was already an established
celebrity with huge fan bases which allowed her
to appeal to a new range of fans
Various backgrounds and professions brought in
viewers from different demographics
18 49
The professions of the
other celebrities vary,
again opening up the
target demographic
Similar theme to theatrical
posters that advertised Sin
City and Kill Bill

7. Digipak
Bad Blood is the third #1
from her album 1989
Portrays Swift in a new light
Creates more hype
surrounding her video as it
is so different from previous
songs
Collaboration with Kendrick Lamar
is different and unexpected
Swift has continually developed as an
artist to remain successful

8. Reception

9. Music Video
Bad Blood Music Video

10. Music Video
Bad Blood Music Video