Pretend you’re Taylor Swift, a megastar with a highly anticipated new album. You have more than your share of opportunities to produce buzz and publicity.
Life is good, right?
For most celebrities yes, but not Taylor Swift. If you’re Swift, you have to go beyond publicity and speak directly to your top advocates—your fans.
That’s why Swift turned to Instagram to cleverly tell the story behind her new album, “1989,” which she released on Oct. 27. She launched a 13-day visual countdown.
Swift began the countdown on Oct. 14, promising to reveal one set of lyrics per track each day, along with an image related to the song or where Swift was at the moment (e.g. in a plane, on an elevator). Each image included her handwriting or some doodles, offering another personal touch.
Uma foto publicada por Taylor Swift (@taylorswift) em Out 10, 2014 at 4:50 PDT