Campaign Tracking: Sabrina Carpenter ‘Short n’ Sweet’
‘Short n’ Sweet’ – Island (23 August 2024)
Pop sensation Sabrina Carpenter has taken the music world by storm with her 6th studio album, Short n’ Sweet. The album’s tracks, including the viral hits “Please Please Please” and “Espresso,” have captivated audiences worldwide. With over 6.3 million creator videos and a staggering 25 billion views, these tracks have made their way into TikTok’s “Songs of the Summer 2024” list as well as Spotify’s own “Songs of Summer” list, solidifying Sabrina’s status as a pop star. Beyond her musical achievements, Sabrina also exemplifies the power of strategic brand partnerships, showcasing how artists can solidify their presence in pop culture far beyond music. At Music Ally, we tracked her album’s marketing campaign and activations, highlighting the innovative ways she engaged with fans and built her brand.
Table of Contents
Team Sabrina Fan Account
With over 13.5 million followers on TikTok alone, Team Sabrina is a prime example of how fan accounts can amplify marketing campaigns while fostering a passionate, fan community. Playing an instrumental role in the Short n’ Sweet campaign, Team Sabrina has not only increased visibility for Carpenter’s releases but has also created spaces for fan engagement through organised events like listening parties on Stationhead, virtual release events, giveaways, and immersive experiences that bring fans directly into the artist’s world.
The Team Sabrina fan account illustrates the power of fan-driven communities in amplifying an artist’s digital presence. By providing exclusive content, events, and activations, they create authentic momentum that directly enhances campaign visibility, reach, and success. Integrating fan accounts as community ambassadors or co-creators can allow digital marketers to tap into genuine fan enthusiasm, building brand loyalty.
Pre-Album Release
Album Teasing
Carpenter’s team crafted a clever, Easter-egg-filled campaign, gradually hinting at the album title and release date.
March 29: In Carpenter’s Cosmopolitan photoshoot, fans noticed the 8, 2, and 3 pool balls in the background—an early hint at the album’s release date, August 23. Carpenter shared the pool table shot as the first image in her Instagram carousel, sparking excitement and speculation among fans.
April 1: Fans were prompted to text a special phone number while Sabrina is on “vacation”. The message teased “411,” which not only means “information” but also references Carpenter’s height. This seemed to hint that the album title might play on her height.
May 31: Billboards appeared teasing “411” once again, referencing her height of 4’11”. These billboards featured tweets about her height, keeping fans intrigued and building anticipation for the album.
First Single: Espresso (April 12)
April 8: Ahead of her set at Coachella, Carpenter announced the release of her new track “Espresso”, sharing its release date and art cover on social media.
April 10: Teases the track’s official music video by sharing a clip on her Instagram account.
April 11 & 12: Presents exclusive Espresso pre-release music video parties in Los Angeles and London on Team Sabrina account, giving fans the chance to attend.
April 12: “Espresso” is released, which is strategic timing as it aligns with the day of her anticipated performance at Coachella.
At Coachella, she also partnered up with Menotti’s for a secret menu item–Me Espresso–to be served by the main stage VIP. The first 100 orders got an exclusive Sabchella shirt.
Espresso EP (May 17)
May 17: Espresso EP is released, featuring multiple versions of the track with playful, coffee-themed pun titles like “Double Shot Version,” “On Vacation Version,” and “Decaf Version.” These creative, on-brand titles add a fun twist to the EP while offering sped-up, slowed-down, and reverbed variations.
This clever strategy not only boosts streams but also reinforces Sabrina’s brand, furthering the storytelling and extending the single’s narrative.
Album Announcement (June 3)
June 3: Announces her 6th studio album via Twitter post and Instagram, sharing the official album cover. At the same time, teases a “surprise on Thursday night”.
Second Single: Please Please Please (June 6)
June 5: Announces her second single from her album, Please Please Please, and that it would be arriving alongside a music video, which Carpenter teased in a post with a short snippet of the video.
June 8: Performs the single live for the first time at Governor’s Ball festival in New York.
Tour Announcement (June 20 & July 18)
June 20: Announces the North American leg of her tour.
Spotify x AEG x Sabrina Carpenter: Spotify partnered with AEG and Carpenter to offer exclusive ticket access to top fans for her tour, which kicks off on September 23 in Columbus, Ohio. This innovative collaboration, called Fans First Front Row, allows fans to purchase tickets through an exclusive presale code. At each U.S. show, there will be a Spotify Top Listener Pit reserved for these top fans. Following the presale, a Spotify Fans First presale will open, enabling fans to buy tickets throughout the venue. Additionally, fans can enjoy a curated playlist titled Sabrina on Tour, featuring her catalog hits, inspirations, and “maybe a couple easter eggs“!
June 19: Carpenter appeared on BBC Radio One Live Lounge where she performed a cover of Chappell Roan’s ‘Good Luck, Babe!’ Additionally, she performed her single ‘Please Please Please‘ .
July 11: Carpenter made an appearance on First We Feast’s Hot Ones, where she tackled spicy wings while being interviewed.
July 18: Announces the European and UK leg of her tour.
VR Concert: Meta Horizon’s World (July 19)
June 25: Carpenters posted a teaser trailer for this virtual concert.
July 19: She appears a virtual reality concert in partnership with Meta. The event was free for fans to attend and “was shot in 180-degree VR with spectacular staging, clutch costumes, and killer choreography,” according to Meta.
Album Release Week (August 19-25)
Target Shopping Cart Picture
August 23: Carpenter continued the tradition of her iconic Target shopping cart picture for new album “Short n’ Sweet”, as seen in her post.
This unique trend invites fans to join in by recreating the photo and sharing their own versions on social media, sparking user-generated content and engagement.
DSPs
Spotify – Private Listening Party
August 21: A private Spotify listening party was held in Los Angeles for Sabrina’s top fans, where she was presented with her first Billions Club plaque to celebrate Espresso reaching 1 billion streams on the platform.
Experiencing fans’ real-time reactions to new music is always a powerful moment, and this event highlighted connecting artists with their most dedicated listeners, creating a meaningful experience for both the fans and the artist.
X – Hashmojis
August 19: Hashmojis on X featuring red lips were unveiled. When users used the hashtags #Sabrina, #SabrinaCarpenter and #ShortnSweet, a red lip hashmoji would go live with the tweet.
Instagram – Song on profile and Notes
August 22: In line with the release, Instagram launched a Myspace-inspired “song on profile” feature, with an exclusive teaser of her unreleased track, “Taste.” Sabrina’s official profile was the only place fans could listen to the teaser before the album dropped on Friday.
Additionally, Instagram added hidden, Carpenter-themed features tied to her album Short n’ Sweet. Using keywords like “Sabrina” or the coffee cup emoji in Instagram Notes turned the background light blue. There’s also a custom Carpenter-branded chat theme with lipstick kiss designs.
For context, Instagram Notes are temporary posts that appear above the Direct Messages page, lasting 24 hours, and can include text, photos, or music. Some Easter egg words or emojis trigger background changes, known as Note Decorations, which are often limited-time features.
TikTok – #ShortNSweet In-App Experience
TikTok introduced the #ShortNSweet in-app experience, where fans can engage with exclusive Short N’ Sweet content, unlock special features, and have a chance to be featured in the Fan Spotlight activation! Those who complete all five interactive tasks will unlock an exclusive profile frame, fully embracing this new era of Sabrina’s music. Fans can also try out Sabrina’s exclusive Short N’ Sweet TikTok effect, and for extra inspiration, they can head to Sabrina’s page to see her creative collaborations with fans.
To join the experience, simply search “Short N’ Sweet” or “Sabrina Carpenter” on TikTok, or interact with the video anchor featured alongside her content. Fans who comment on videos using the #SabrinaCarpenter or #ShortNSweet hashtags will receive a pop-up animation that guides them directly to the experience.
Messenger – Short n’ Sweet Chat Theme
August 23: Messenger unveiled an exclusive Sabrina Carpenter chat theme for users.
Other Activations
Record Store Listening Parties
August 22: Record store listening parties across the US to be held August 22.
OOH Billboards in Los Angeles
Key billboards around LA with extensions on the boards to make them pop appeared around one month before the release date of her album.
Short N’ Sweet Pop-Up at Complex LA
August 23-25: A special Los Angeles pop-up event in collaboration with Complex where fans could shop exclusive Short N’ Sweet merchandise was held. The collection included everything from T-shirts and tank tops to hats, totes, CDs, and vinyl records.
Here’s a recap of the pop-up by Hollywood Reporter.
Public Appearances
The Tonight Show starring Jimmy Fallon
August 22: On the night of her album release, Sabrina made an appearance on the Tonight Show with Jimmy Fallon. This appearance also included a skit with Zoë Kravitz and a performance of her hit single, Please, Please, Please.
Apple Music | Zane Lowe Interview
August 22: Sabrina Carpenter sat down for an interview with Zane Lowe on Apple Music to discuss Short n’ Sweet. During the conversation, she delved into various tracks from the album, reflecting on her childhood, friendships, and relationships that have shaped her songwriting. Sabrina emphasised the song “Sharpest Tool,” which tackles unresolved issues in friendships and relationships, and “Espresso,” highlighting her playful side and unique songwriting style.
Chicken Shop Date
August 23: Appearance on the Chicken Shop Date series with Amelia Dimoldenberg.
‘Taste’ Official Music Video x Jenna Ortega Cameo
The Taste music video achieved over 25 million views on Vevo worldwide within its first three days—more than twice the views of “Please Please Please” and nearly eight times that of “Espresso” in the same time frame. Additionally, Sabrina’s pre-2024 music video catalog saw a 64% increase in average daily views following this release.
These impressive figures underscore the powerful impact of music videos and cameos.
August 23: Releases the official music video for Taste starring Jenna Ortega.
Additionally, the BTS clip she posted on her TikTok announcing the music video release went viral and is currently her most viewed video on her page with 173.1M views, 24.8M likes, and 1.2M saves.
Post-Album Release
Bonus Tracks (August 29)
August 29: Sabrina released two exclusive bonus tracks, “Needless To Say” and “Busy Woman,” available as downloads through her online store. Each track is included on separate digital albums priced at $4.99: “Busy Woman” album here and “Needless To Say” album here.
“Needless” was also included as a bonus track on a special edition vinyl with an alternate cover, a retro-inspired package she designed alongside her sister Sarah, Dannah Gottlieb, and Chase Shewbridge. She announced the limited edition bonus track vinyl on her page on August 16.
This release strategy, along with targeted promotion on Instagram, is intended to boost the album’s position on the charts.
HeadCount (September 3)
September 3: Sabrina partnered with HeadCount to encourage voting through an exclusive fan giveaway. Fans had the chance to win a trip to San Francisco to see her live, with a prize package including two VIP concert tickets, airfare, and hotel accommodations.
SC Tour Wallet Pass (September 6)
September 6: The SC Tour Wallet Pass gives U.S. concertgoers access to exclusive offers at the Short n’ Sweet North American tour (U.S. shows only). This digital pass, available to add to Apple Wallet or Google Pay, provides registrants with special perks for the shows they’re attending.
MTV VMA Performance (September 19)
September 19: At the MTV Video Music Awards, Sabrina performed her hits, “Please Please Please”, “Taste”, and “Espresso”. Just before “Espresso,” she shared a quick kiss with one of her alien backup dancers, referencing her “Taste” music video where she kissed fellow Disney alum Jenna Ortega in a nod to the film Death Becomes Her.
Propeller (September 23)
Sep 23: Propeller has teamed up with Sabrina Carpenter on her tour to support The Sabrina Carpenter Fund. By joining her in supporting impactful organizations, fans can enter to win exciting rewards, like a pit ticket upgrade or a necklace from @catbirdnyc. Each night on tour, Propeller offers fans an exclusive chance to upgrade their seats by taking action to support the fund. With a community of over 2 million users, Propeller connects fans with ways to make a difference through unique experiences and rewards.
Marcello Hernandez Cameo (Nov 17)
Nov 17: The viral moments from Sabrina Carpenter’s U.S. tour just keep coming. In Los Angeles, fans were thrilled by an unexpected cameo during her performance of Juno when Saturday Night Live’s Marcello Hernandez made a surprise appearance as his viral character, “Domingo.”
“Domingo,” made famous in last month’s hit SNL skit parodying Sabrina’s mega-hit Espresso, quickly became an internet sensation. Bringing the character to life on stage added a hilarious twist to the show, creating yet another unforgettable moment that ignited a surge of UGC and online buzz.
Netflix Holiday Special | A Nonsense Christmas with Sabrina Carpenter (December 6)
December 6: A Nonsense Christmas with Sabrina Carpenter, a holiday music variety special, will stream exclusively on Netflix on December 6. The show will feature Sabrina performing songs from her holiday EP Fruitcake, along with popular holiday covers, musical duets with Chappell Roan, Kali Uchis, Tyla, and Shania Twain, comedic cameos, and surely songs from her album, Short n’ Sweet.
NPR Tiny Desk Concert (Dec 20)
Dec 20: Sabrina Carpenter appeared on NPR’s viral Tiny Desk series, delivering an intimate performance of hits from her latest album.
Brand Partnerships
Skims
In April, Sabrina Carpenter starred in SKIMS’ ’90s-inspired underwear campaign, exuding nostalgic vibes as she posed in lace intimates against a dreamy bedroom backdrop complete with band posters, CDs, a landline, and floral curtains.
“Sabrina’s talent, fashion sense, and ‘It’ factor resonate deeply with the next generation,” said Kim Kardashian.
Launching on April 3, the collection cemented Sabrina’s status as a Gen Z fashion favourite, further connecting her with her generation.
Marc Jacobs
In May, Sabrina starred in Marc Jacobs’ Pre-Fall 2024 campaign, spotlighting The Sack Bag. By choosing Sabrina, Marc Jacobs solidified her rising status as a fashion icon and one of the next big names in both style and pop culture.
Supergoop! Sunscreen
Sabrina Carpenter Used the Viral SPF Brand With 64 Million TikTok Views in Her New Music Video. Several of the brand’s best-selling, editor-approved sunscreen offerings make cameos throughout the video.
Alfred: Sabrina’s Vanilla Rose Cold Foam Latte
Announced the exclusive availability of the drink for April 18-21, creating a sense of urgency and limited-time demand at select Alfred locations. The short window and specific locations added an air of exclusivity, driving interest and excitement among customers.
Alfred and Team Sabrina generated further excitement around the new drink by reposting Instagram Stories of fans fans who ordered the special latte on their own Instagram stories.
Blank Street Coffee
Sabrina made a surprise appearance at Blank Street coffee shop in London on June 17. Served fans free espressos.
Van Leeuwen: Espresso Ice Cream
Sabrina partnered with the ice cream brand Van Leeuwen to create a limited-edition espresso-inspired treat. The ice cream became available on June 28 in all Van Leeuwen shops nationwide, offered by the pint and scoop, as well as on their website, while supplies lasted.
Erewhon: the Short N’ Sweet Smoothie
Another food collaboration Sabrina took part in was with Erewhon, where she introduced the Short N’ Sweet smoothie, announced August 7.
Redken Hair Brand
Sabrina Carpenter appeared as the first-ever ambassador for Redken Hair Care Brand. Shared the collaboration on her page.
Scent Beauty
Sabrina Carpenter partnered with Scent Beauty to create Sweet Tooth fragrances, inspired by her Short n’ Sweet album. These scents capture the album’s candy-themed narrative, blending playful sweetness with Sabrina’s personal touch.
Sweet Tooth fan samples where handed out to fans at her Brooklyn show.
On December 9th, Sabrina unveiled a new special edition fragrance – the ‘Me Expresso‘.
Cash App
Cash App partnered with the pop star to launch a personalized debit card, available to users in the US. The card’s design features exclusive Sabrina Carpenter-themed stamps, offering fans a unique way to express themselves. The promotion was shared on Instagram and X with the message: “A Cash App Card, but make it YOU espresso. Customize your Cash App Card with exclusive Sabrina Carpenter stamps today!”
Absolut Vodka
Absolut and Kahlúa have teamed up with Sabrina Carpenter to celebrate her Short n’ Sweet Tour and the holidays with a limited-edition Short n’ Sweet Espresso Martini Cocktail Kit. Inspired by Sabrina’s hit song “Espresso,” the kit includes Absolut vodka, Kahlúa coffee liqueur, Owen’s Espresso Martini Mix, and festive extras like a coupe glass and an edible cocktail topper featuring Sabrina’s iconic kiss mark.
Available on ReserveBar.com, this collaboration celebrates the festive, bold energy of Sabrina’s artistry while connecting music lovers and cocktail enthusiasts alike.
Dunkin’ Donuts
Ahead of the New Year, Sabrina Carpenter partnered with Dunkin’ to launch “Sabrina’s Brown Sugar Shakin’ Espresso,” a limited-time espresso iced beverage. Inspired by her hit “Espresso,” the drink debuted alongside Dunkin’s playful ad campaign, ‘Shake That Ess’, showcasing Sabrina’s personality and humor as the face of the collaboration.
Partnerships such as these are clever. In this case, UGC is generated of people trying out the products, reviewing them, or attempting to make it themselves.
