Case Study: KEEPING UP WITH THE KARDASHIANS





Client
Hayu

Brief
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.

Strategy
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.

Outcomes

• 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