Case Study: Fenty Beauty turns Super Bowl buzz into DTC sales with The Media Image

Fenty Beauty boosts paid channel revenue 8% with The Media Image

The Media Image partnered with Fenty Beauty to address the challenge of converting the massive brand awareness from Rihanna's Super Bowl halftime show, which had over 200 million viewers, into direct-to-consumer sales. The goal was to capitalize on this peak interest to drive conversions while also sustaining sales momentum in the days immediately following the event.

The solution implemented by The Media Image involved an agile, multi-channel paid media strategy. This included capturing search traffic with event-related keywords, deploying real-time social campaigns on Meta and TikTok with quickly updated creative assets from the show, and directing all traffic to a dedicated landing page. The results were significant, leading to a 51% increase in search queries, a 250% rise in social impressions, an 8% boost in paid channel revenue, and a 152% increase in paid channel traffic.

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