Benzinga - by Benzinga Neuro, Benzinga Staff Writer.
Brands associated with NFL player Travis Kelce, including Pfizer Inc. (NYSE:PFE) and Campbell Soup Company (NYSE:CPB), have seen an uptick in engagement. The surge is reportedly due to rumors of a possible romantic relationship between Kelce and pop star Taylor Swift.
What Happened: A Business Insider report published on Monday notes that interest in Kansas City Chiefs player Kelce escalated following the dating rumors. The peak of this interest was recorded on Sept. 24 when Swift was spotted cheering for the Chiefs at Arrowhead Stadium.
The rumored couple has been referred to by some fans affectionately as "Traylor," "Tayvis” or even “Swelce,” according to some media reports.
According to data analysis firm EDO, the resulting halo effect has positively impacted the brands Kelce endorses.
EDO’s data reveals that a Pfizer campaign featuring Kelce, which started on Sept. 22, experienced a 32% increase in company-related searches after Swift’s appearance on Sept. 25. Furthermore, Pfizer ads featuring Kelce triggered 27% more search activity than those without him.
A Campbell’s Soup ad, launched in August and featuring Kelce, saw a modest 4% increase in searches. Marci Raible, VP of integrated marketing at Campbell’s, stated that since the inception of the Swift-Kelce rumors, the brand has noted a 600% surge in engagement with its non-paid media.
The alleged relationship has also amplified Kelce’s own social media following. Over the past week, Kelce gained over half a million Instagram followers between Sept. 25 and 28, as per SocialBlade. Additionally, sales of his merchandise on Fanatics’ websites saw a 400% increase following Swift’s attendance at the first game.
Why It Matters: The reported relationship between Kelce and Swift and its impact on brand engagement underscores the power of celebrity influence in marketing.
The substantial increase in searches and engagement for brands endorsed by Kelce following the rumors suggests that a celebrity’s public image and relationships can significantly affect the performance of their affiliated brands.
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