Instagram Marketing — @KimKardashian
KKW Beauty Instagram product launch
Kim Kardashian is amazing at social media marketing. I highlighted one strategy and one tactic she used on Instagram to promote and launch her new company KKW Beauty.
If you interested in marketing, you should probably read th book “The 22 Immutable Laws of Marketing”. In it, the authors Al Ries and Jack Trout share twenty-two innovative rules for understanding and succeeding in the international marketplace.Violate Them at Your Own Risk! The first two laws are:
Law 1 : It is better to be first than it is to be better.
Law 2 : If you can’t be first in a category, set up a new category you can be first in.
Instead of creating a basic product and essentially fighting heads on in the competitive beauty industry, KKW Beauty started with a completely new category named contour, wish is also Kim Kardashian biggest cosmetic strength.
Before the launch, the marketing team behind the launch product felt pretty confident and for good reasons. They had prepared a very complete campaign and shared their optimism with the LA Times:
We expect all 300,000 of the $48 kits to sell out in less than five minutes, raking in $14.4 million in sales.
These numbers are small compared with the overall beauty industry that represents $17 billions in sales in 2016 for the U.S alone. KKW Beauty is just getting started and for the first product launch, leveraged Kim Kardashian brand equity on Instagram.
With 700 million users, Instagram has big role to play in marketing specially in the beauty industry. Kim is the 7th most followed influencer with the equivalent of 14.2% of all Instagram seeing her posts.
She is taking advantage of her position and she counts on using the attention she generates for profits. Here is one strategy and one tactic used during KKW Beauty product launch.
102m Followers, 108 Following, 3,905 Posts - See Instagram photos and videos from Kim Kardashian West (@kimkardashian)www.instagram.com
Strategy : Influencer Marketing
Influencer marketing a over-used buzz word in social media marketing. The hardest thing for most knowing how to evaluation of the real value of influencers.
KKW beauty got creative and matched each product tone with a niche influencer. Using multiple smaller influencers helps reaching different demographics and gain traction for the launch.
Tactic : Content Repurposing
In the next video Kim will use 3 different social media channels. Can you spot them?
Here is how Kim used 3 different social media platforms in 1min:
1- Instagram tutorial : Do a professional video teaching followers how to use the upcoming product. (build anticipation)
2- Snapchat Behind the Scene: Update her fans on what she’s up to and ask them to join a Q&A on Twitter. (generate engagement)
3- Twitter Q&A: Answer questions from Twitter with a guest Influencer. (reach new users)
In one content she combines 3 platforms to assure the maximum reach. It’s not about using a single platform and get done with social media. It’s about blending the relevant channels together and using each for different objectives. Social media marketing done right!
KKW Beauty had a successful launch not just because of millions of followers. But also because Kim Kardashian uses communication platforms with strategy, care and consistence.
More articles on Instagram Marketing coming soon! To learn more about simple digital marketing follow me.