- Kim Kardashian’s shapewear model, Skims, launched a campaign with stars of “The White Lotus.”
- Engagement on the post has outpaced the standard response from followers.
- A advertising professor outlined why the campaign works and what entrepreneurs can be taught from it.
About six weeks after season two of “The White Lotus” concluded, the fan-favorite actors Simona Tabasco and Beatrice Grannò had been featured in a lingerie campaign for Kim Kardashian’s shapewear model, Skims.
On Monday, Kardashian shared photos and a video on Instagram of the ladies, who performed Lucia and Mia on the show, for her firm’s Valentine’s Day assortment. The duo, who starred alongside powerhouse actors like Jennifer Coolidge and Aubrey Plaza in the Emmy-winning sequence, shortly grew to become beloved characters amongst viewers, together with Kardashian.
“I watched The White Lotus and had to have my girls!” Kardashian wrote in the caption of the Instagram post kicking off the campaign.
Skims’ inaugural Instagram post for the campaign garnered more than 41,000 likes, whereas different posts on Skims’ Instagram profile have usually gotten 2,000 to six,000 likes. The campaign TikTookay video has more than 981,000 views, in contrast with the model’s normal vary of 30,000 to 70,000 views.
“Part of what the Skims brand represents is real, everyday women using this product to uplift themselves,” said Jared Watson, an assistant professor of promoting at New York University’s Stern School of Business. “Now more than ever, what’s aspirational to many is not necessarily perfection.”
Watson added that with this campaign, Skims is leveraging characters who’re each relatable and aspirational to evoke that notion of the merchandise.
Here’s why the most recent Skims campaign works and what different enterprise house owners can be taught for their model advertising, in response to Watson.
Relatability and emotion contributed to the campaign’s virality
Watson said the relationships we build with onscreen expertise are what makes campaigns like Kardashian’s so efficient.
“Parasocial relationships are one-way relationships we form with people on television or on the internet where it feels like we know them,” he said. “That’s what Skims is doing fantastically here. For fans of ‘The White Lotus,’ we feel this source of pride, like ‘here’s our friend getting a platform.'”
Watson speculated that many of the campaign’s value can be in the type of a brand new or strengthened affinity for the Skims model from clients. He added that whereas it is too early to inform whether or not the campaign is a monetary success for Skims, it is more likely to enhance visitors to the model.
Fans of “The White Lotus” are doubtless checking in on their favourite stars on social media, which might make them interact with the Skims campaign to really feel even more related, he said.
Joining cultural conversations will help companies of all sizes
To be certain, Kardashian, who has an estimated web price of $1.8 billion, has the social and monetary capital to persuade main gamers to affix her advert campaigns; as an illustration, the previous Victoria’s Secret supermodels Tyra Banks, Heidi Klum, Alessandra Ambrosio, and Candice Swanepoel modeled for Skims last year.
But enterprise house owners with smaller budgets can discover different methods to have interaction in cultural conversations to help their advertising, Watson said.
For instance, pizza chain &pizza sends out advertising textual content messages pegged to pop-culture headlines that also correspond to gross sales promotions, he added. Small-business house owners can mirror this technique for occasions like the Super Bowl or a highly-anticipated episode of tv to draw clients.
What’s more, sharing well timed posts on social media which are associated to those moments is one other way to organically draw more social engagement to your model’s web page.
“You’re not going to be able to emulate the reach of Kim Kardashian overnight,” he said. “But you are able to contribute to these pop-culture conversations.”