Taylor Swift's new album, The Tortured Poets Department, dropped on April 19.

Predictably, this sent the Swifties into a frenzy. It also presented an opportunity for TUMS.

We were one of the first to activate, and it paid off. Turns out, Taylor Swift fans are squarely in our target audience on social. The post went live both Instagram and TikTok the day before the album released and, most importantly, before the majority of brands began engaging.