Lewis Capaldi's Marketing Strategy - Why is He Doing What He is Doing?
Lewis Capaldi has been labelled as the “Social Media Marketing Masterpiece” and the “King of TikTok” as of 2023, and I think that has something to do with his unique way of marketing his brand. As a pop sensation, the celebrity is essentially a brand themselves, so instead of having to sell and promote a product they are launching, they have to sell themselves in a way that is appealing enough to the public to get on board and buy their music.
Some recent ways Lewis Capaldi has chosen to market himself are absolutely genius! For example, back in December of 2022, he tactically decided to post a screenshot of his number on the social media platform, Instagram, to which his fans jumped at the opportunity and began ringing who they thought was Lewis himself. Well, technically, it was. Lewis and his team had set up an automated message which began by thanking his fans for listening to his new single ‘Pointless’, before going on to request that they purchase the new hit with the now iconic phrase, “Give me your money”.
While some people may think this form of marketing can come across abruptly, I think what he is doing is extremely effective for both his brand and the relationship he builds between him and his fans. For instance, what he is doing is simply being himself. The Forget Me singer is known for his witty and sometimes close-to-the-mark personality, so phrases such as this come as no surprise to his fans. As such, what I think he is trying to do is in fact be the complete opposite of abrupt. I believe he is demonstrating his awareness of the celebrity stereotype in this generation, where they are viewed as privileged and fame-hungry. He is instead closing the gap between himself and his fans by being upfront and honest with them, instead of beating around the bush and marketing his brand without stating the actual point of it – to make money.
Another way in which he closes the gap between celebrity and fan is by opening up about his battle with mental health. In his March 2023 Netflix documentary, ‘How I’m Feeling Now,’ he shared an insight into his personal life, which in turn raises awareness for mental health whilst also improving his relationship with his audience. Not only did he do this, but he also shared a half-naked photo of himself on a billboard to promote his music return with the 2022 single, ‘Forget Me’. Lewis again demonstrates how he is willing to bare all to his fans with this brilliant metaphor.
Lewis Capaldi is also never ‘out of sight out of mind’ with his constant TikToks. Whether that be him posting funny snippets of himself promoting new music or responding to fans’ reactions to his new music video for ‘Wish You The Best,’ which has left fans sobbing. I think it is fair to say that Lewis Capaldi does in fact, live up to his title of the “Social Media Marketing Legend” with his ability to make fans laugh and cry with his infectious personality and, of course, his talented songwriting.
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