Here are some Taylor Swift fandom facts:
The current estimated global population is 8,113,690,387 people, 22% of which is 1,832,664,520. That means that even allowing for Swift’s lower popularity in countries other than the US, it’s almost certainly safe to say that she has close to, if not upwards of, a billion fans. [Metro UK]
According to a 2023 survey by Morning Consult, in the US, 53% of adults said they were fans of Swift, of whom 44% identified as Swifties and 16% as her “avid” fans.
While 45% of Swift’s US fans are millennials, 21% are Gen X and 25 per cent are Boomers, according to a 2023 Statista survey. That means nearly half of her millions of fans are likely over 45. [ABC News]
Here’s another Taylor Swift fact, c/o computer student, Jack Sweeney, who YouTubed all of her private jet flights in 2023. “Swift’s two private jets flew 178,000 miles (286,463km) in 2023 equivalent to flying around the earth seven times, emitting 1200 tons of C02 in the process. That’s 83 times the average American.”
Why do these facts matter in a story TBWA and Samsung?
The partners used Swift’s fandom as a live audience for a witty OOH Bespoke Jet AI vacuum cleaner campaign.
Swift is infamous for preferring private jets as a mode of transportation, a habit that has faced a lot of backlash on social media. So Samsung joined the conversation with its campaign, offering Swift an alternative Jet that sucks up the hate.
As Swifties swarmed into Amsterdam for the pop star’s concerts at Johan Cruijff ArenA, TBWA and Samsung placed tongue-in-cheek billboards around the venue – the main billboard right on the main road to Johan Cruijff ArenA, making sure that every Swiftie noticed it; more billboards in metro and train stations surrounding the venue. They all featured copy such as Finally a private Jet™ you can use all the time or Finally a private Jet you can use for short distances.
Credits:
Agency: TBWA
Creative Director: Thomas Driesen
Copywriter: Luca Garcia
Art Director: Ema Vukas
Innovation Strategist: Henri Wuyts
Connection Strategist: Nina Servez
Account Director: Aubry Crock
Account Manager: Jolien De Wulf
Production company: MAKE
Producer: Elien De Brouwer
Post-producer: Pia Decabooter
Videographer: Lander Munster
Editor: Pierre Mailly, Liesbeth Smets
PR Agency: TBWA Reputation
Managing Director: Peter Otten
Account Manager: Assia Nacer
Influence & PR Manager: Nell Dumortier
Client: Samsung
Client Team: Sevi Vermeesch, Jolijn van der Heijden, Kelly Hamming, Wik Jansen, Lisanne Donkersloot & Femke Koenen
