Social Issues

Super Bowl Halftime Show Analysis Illustrates JLo and Shakira's Impact on Brands

02.06.2020
Harvey Rañola

JLo & Shakira Show Online Influencer Long-term Rewards

Brands know that influencer marketing is essential to standing out in today’s crowded digital landscape. And partnering with the right influencer lasts long after the engagement – for better or worse. So, getting it right is a must.

The Super Bowl half-time show performers, JLo, Shakira, J Balvin and Bad Bunny each created promotional power for brands, not only during but in ways that will continue long after the event. And it doesn’t require a national sporting event to make this happen. But it does require next gen AI-powered consumer experience analytics and advanced market understanding. Let's check it out!

Conversation Clusters & Feelings Enhanced by Influencers

Every celebrity is an online influencer, of course – and the conversational context around each engagement will vary. Could brands expect Shakira’s tongue to capture its own cluster, or J Lo’s daughter to steal the show? Yet, here they are:

When we explore sentiment around the half-time show, we see that it was strong, with predominantly positive mentions about the performance:

And although there was a good bit of fussing around whether or not it was “family friendly,” the performance was really an absolute coup for brands sponsoring the stars.

Tracking Brand Exposure

There were so many brands capturing amazing exposure during the half-time show, particularly the show sponsor, Pepsi:

And then Swarovski Crystals were determined to be seen - and the brand certainly was. They were on

Shakira’s boots, JLo’s nails and Bad Bunny’s trench coat. “Bad Bunny’s stylist tells Billboard the coat was custom-made in Berlin
and has 13,000 stones lasered into the fabric. Bad Bunny’s shoes are also Nike:
1 of 1."

We can see an uptick in posts and visual mentions of the brand, which is precisely what it would want. And these mentions continue to trend upwards days later:

There were brand partnerships with Versace, for JLo’s dress, of course. And then J Balvin unveiled his new sneaker collaboration with Nike. This was significant as it was the first collaboration between a Latin personality and Nike’s Jordan line.” And the buzz around it was impressive:

Shakira reprised her Zootopia character role to the surprise and delight of knowledgeable viewers, and some brands were quick to capitalize on the buzz and recreate the look. We see Filipina actress, Kisses Delavin capturing mentions – and attention for STAIL.PH magazine doing exactly that:

Is this something any brand could do if they’re listening and ready to act? Absolutely:

This brand is now mentioned in context of Versace, which created JLo’s dress for the half-time show. Not too shabby.

It’s always important to keep an open mind and watch the conversation in real-time as a campaign or event unfolds too, as there may be additional influencers to take note of – and potentially partner with in the future. For example, JLo’s daughter, Emme, captured a significant portion of mentions. Brands offering any variety of kids’ fashion would be wise to connect, as would any brand seeking to promote female empowerment or connect meaningfully with the Latino community:

And it’s also important to note that there are always potential risks to keep in mind as well as rewards.

Influencer Risks to Keep in Mind

The right online influencer could take brands to unexpected heights – and, if they partner unwisely, to entirely avoidable lows.

The lesser known half-time performers, two men wildly popular in the Reggaeton niche, J Balvin and Bad Bunny could feel like wild cards to brands. And this is the case for many a micro-influencer being considered for a brand partnership. But with contextual and social insight at your fingertips, brands can quickly see the volume of mentions around each and whether they’re positive, negative or neutral.

And when explored in context of other folks rating a Super Bowl mention, we can see that J Blavin (in this initial search) presents a pretty positive picture! Bad Bunny may require a bit of exploration to see what those negative mentions are about, but it shouldn’t be used in isolation to rule him out:

When brands have the ability to track an influencers’ actual engagement stats on targeted channels, they can quickly see which conversations are resonating in the influencer’s world and whether or not it’s a good fit. That’s key.

Sometimes your brand will benefit unaware, of course, or create a tsunami of mentions by trendjacking a relevant topic. And sometimes, it’s not even an influencer you’ve partnered with who has you in his/her sights in an exceptional (or, in an unfortunate) way. But you need to know what’s happening in your category, and in real-time to be able to move quickly and take advantage of whatever opportunity presents itself.

And we’re here to help you do that. Reach out for a demo to learn how!

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