The Kardashian Skincare Brand launch, fuses Direct Marketing tradition with Social Media strategy.
As a powerhouse Brand themselves, The Kardashian’s sought to launch their flagship skincare product line in 2010 using the power and reach of Social Media.
As reality TV media darlings, The Kardashian sisters seemed unstoppable in their efforts to expand their growing empire of Brands and roster of product endorsements. In early 2010 the launch of their signature Skincare Line PerfectSkin was set to launch direct to consumer.
Analysis of the Situation
With the vast reach of their personal Brands via Social Media, it was imperative that development and management of Social Media Marketing strategies for PerfectSkin be unique and identifiable. The use of traditional Direct Marketing long and short format TV infomercials, and a “negative opt-out” subscription model, was of specific consideration. The broad reach of their personal Brands needed to be segmented and targeted to focus on skincare consumers.
Implementation of a Solution
A comprehensive checklist of eCommerce website design, functionality, security, and performance metrics were satisfied upon implementing a “soft launch,” aimed at establishing Brand Awareness. Pre-sale customer data acquisition via Email Marketing and SEM coincided with strong PR efforts. A custom Facebook micro-site was created along with corresponding Twitter customization’s and a YouTube Branded Channel. Cohesive Brand ID design and media placement schedule coordinated with TV media placements. In addition, a network of influential online Brand embassadors was identified and engaged through Social Media and Affiliate Marketing channels.
Results of Our Work
The reach of The Kardashian Brand and the coordinated efforts of the sisters themselves as well as various media partners / agencies resulted in a large amount of traffic to the eCommerce site as well as Social Media properties. Initial demand for the product resulted in unexpected fulfillment issues which manifested in negative online sentiment and abundant Social Media activity. Immediate coordination of Social Media efforts with customer service teams quickly intercepted and responded to the flurry of online inquiries.
While the reach of The Kardashian Brand online was immense, it was not targeted to any one consumer demographic or segment. Considerable effort was taken to identify and target, a core base of skincare consumers with special Product offers and promotions. Initial Customer Acquisition strategies were supported by Attrition Management and Customer Retention strategies.
Search Engine Marketing (PPC) and Facebook PPC advertising proved to be an invaluable partner to Social Media Marketing efforts. Effective CPA’s goals were met within 2.5 months of launch and continued to be optimized over the subsequent months, resulting in a lower than average CPA per industy standards. Display and contextual re-targeting ad campaign, harmonious with targeted email marketing deliverly helped to increase customer retention as well.
Over the subsequent 1.5 years since launch (thru August 2011) the Brand ID of the Social Media properties continued to be honed and optimized resulting in measurable revenue conversions as well as proving to be a valuable Customer Service tool. The Affiliate Marketing program grew to include 1000’s of affiliate webmasters and online partners.