3 marketing lessons from a pop princess

I feel like 2024 is split into two.

Pre-Sabrina Carpenter, and post.

The tiny superstar appeared out of nowhere – bright blue eyes and go-go boots to the ceiling.

And since the release of her viral hit 'Espresso,' there has been no escaping the blonde bombshell that dominates our feeds, charts, heads - rent-free, mind you.

This unprecedented surge in popularity was not by chance.

No, this can almost wholly be attributed to a marketing mastermind. Or more like sorceress – seeing as we’re all under Sabrina's spell, and it doesn’t appear to be easing up any time soon.

I’ll be honest – I don’t often indulge in pop.

And I know that sounds – 'I’m not like other girls, I’m better' type beat.

But I promise that’s not the case. Unfortunately, the inner emo within has me in a death grip and has yet to let go.

However, I was humbly reminded that I am indeed just a girl when Sabrina’s 'Please Please Please' came out, amid a certain heartbreak. And, next thing I knew, I was singing it in the shower – see? Sorcery.

So how exactly did Sabrina Carpenter use marketing to embed herself into mainstream culture so quickly?

1. Sabrina turned scandal into spotlight.

This is one thing Sabrina (and her coven of marketers) are incredibly good at.

It started with a love triangle early on in her career: Olivia Rodrigo, Joshua Bassett, and Sabrina herself.

Many would’ve crumbled under the tabloid frenzy. But Sabrina took the narrative by the reins. Her track, 'Skin,' wasn’t just a response; it was a master stroke—dropping at the height of the drama and giving people exactly what they craved.

Timing is everything. And turning controversy into an opportunity can take you from 'that girl' to the girl.

During her rise to fame this year, Sabrina was again tangled in a web of rumours, most notably involving actor Barry Keoghan.

The whispers about a supposed romance, fuelled by Keoghan’s party-boy reputation, only added to the intrigue.

But rather than let the gossip define the narrative, Sabrina flipped the script.

She dropped the song 'Please Please Please,' just as speculation about her personal life was peaking. This gave listeners just enough to wonder if it was a subtle nod to the drama. The lyrics are about wanting something—or someone—who might not be the best idea. It was a sentiment that aligned perfectly with the narrative fans and tabloids had already begun to craft.

Then she put Keoghan in the music video. And the internet went crazy.

It was a prime example of using external noise to amplify a message rather than letting it drown you out.

The song’s release wasn’t just opportunistic; it was a calculated move that turned the intrigue into a form of buzz marketing. By subtly engaging with the speculation, she kept the public curious while never fully confirming or denying anything. This allowed her to control the narrative.

For marketers, the lesson here is clear: controversy, when managed right, can serve as rocket fuel for your brand. The key is to stay in control of the narrative—turn the chaos into an opportunity.

2. She stayed adaptable in sound and style.

Sabrina’s approach to her music and image is another case study in clever branding.

Her sound has evolved from straightforward pop into a more eclectic mix, blending elements of indie, country, and whatever else strokes her fancy, I suppose. It keeps her music fresh and defies the cookie-cutter expectations of mainstream pop.

In a world where consumers' tastes can shift overnight, being adaptable isn’t just a perk; it’s a necessity.

The same applies to her fashion choices. Sabrina’s style isn’t about keeping up with trends; it’s about setting them—or at the very least, making them her own.

Her ultra feminine 'girly chic' style has caught the attention of the fashion world over the last year. She has cultivated an unpredictable but distinct visual identity that keeps people talking.

For brands, this is a reminder that visual storytelling is as critical as the message itself. It’s not just about looking good; it’s about saying something with every choice you make.

And when you’re in the public eye, it’s best to know what it is you’re trying to say.

3. Vulnerability is the new currency.

Sabrina’s social media strategy isn’t just about promoting the latest single or sharing polished photoshoots. She opens the door to her life—within reason—showing fans the unfiltered moments and sharing her creative process, struggles, and triumphs.

It’s a long-term strategy that builds trust and loyalty. And it makes fans feel like they’re part of her journey rather than just consumers of her content.

Her music follows the same ethos - this kind of vulnerability resonates in a way that slick marketing campaigns often don’t.

For brands, embracing authenticity means moving beyond the polished, safe image and leaning into storytelling that isn’t afraid to show the rough edges.

It’s good to know Sabrina Carpenter didn’t just stumble into the spotlight. She was strategically placed there, every step backed by smart marketing moves. For those of us in the industry, her rise isn’t just a pop culture phenomenon—it’s a playbook, or maybe, a spellbook.

Take that as you will.

-Sophie, Writer