To raise social media awareness for the hayu launch of KEEPING UP WITH THE KARDASHIANS (Season 15) amongst reality TV fans, specifically females aged 18-39.
The approach was two-fold, the first phase of the campaign involved collaborating with relevant macro influencers to develop a unique creative activation that tied into the themes of the show.
Secondary to this, we profiled, recruited and briefed relevant influencers in the fashion, lifestyle and beauty space to attend a ‘world first’ VIP launch event in Sydney to celebrate the release and see the first episode ahead of the rest of the world.
• Leading makeup YouTuber Michael Finch created a Kim Kardashian makeup transformation video which generated over 885,000 direct social media engagements (likes, comments, shares, views) with accompanying social media coverage
• Beauty blogger Lily Brown created an Instagram video whereby she watched the first episode and included a link whereby her followers could get a 30 day free trial for hayu, this activity generated over 180,000 views
• Over 20 of Australia’s top female lifestyle influencers attended the VIP Sydney launch event, with a combined following of over 3.5 million
• Notable attendees who posted form the event included Sammy Robinson, Tayla Damir, Katerina Williams, Ashleigh Ross,Kishama Meridien and Stephanie Bailey