MARKETING LESSONS FROM THE KARDASHIANS
Anita Devraj Mookerjee
One might not like celebrities or celebrity culture, but their ability to influence consumers is unrivalled in Indonesia. Marketers can learn a great deal from the most talked about celebs of the lot – The Kardashians.
If you are looking for a conversation starter, just mention the Kardashians. Love them or hate them , everyone knows who they are. They have achieved every marketer’s dream: a genuine global presence.
Here are the things brands can learn from “Brand K”.
1. Have a varied but unified portfolio
The Kardashians’ mass appeal is driven by their variety – different ages, sizes, genders, preferences, interests, and agendas. There is a Kardashian for everyone to love or hate the most. But despite all the differences, they stick together. No matter how much they argue, fight and complain about each other, they are united behind their brand name and never fail to promote it.
2.Manage your social presence carefully
Rarely is there a day when the Kardashians are not featured in the press. And a lot of the conversations are driven by them. Their strategy has been to be ‘always on’, posting plentiful content, such as family photos, to social media themselves. They know how to control their own brand image and how to market it to feed the machine.
3. Engaging digitally
Whether is it the launch of the KIMOJI (Kim-related emoji app) or lifestyle, fashion and recipe-related apps launched by the rest of the family, the Kardashians have cracked the mobile market by giving their fans what they want.
4.New content to keep the buzz alive
A year after the release of KIMOJI , Kim released 160 new designs to keep the app refreshed. Brands need to adopt similar strategies, releasing relevant content at the right time to keep the buzz alive.
5.Leverage partnerships to the maximum
The Kardashians are experts when it comes to endorsement deals, promoting product lines in fashion, beauty and food.
6. Everything in moderation
The Kardashians have fallen prey to the perils of oversharing, giving rise to the ‘K Blocker’ – an ad blocker that cleansers browsers of any K Brand content. Lesson learnt: make sure you only share content that is relevant and genuine.