Luxury fashion brand Gilt Groupe has brought aboard reality TV stars Khloe and Kourtney Kardashian for an Academy Awards marketing stunt on Twitter. The Kardashian sisters have a combined 4.7 million followers on the micro-blogging site.
"They will tweet about the red carpet fashion statements made by the Hollywood stars right before the Oscars ceremony begins," said David Scacco, chief revenue officer for MyLikes, a social media marketing firm that orchestrated the Kardashians-Gilt Groupe arrangement.
He gave ClickZ a sneak peek at the Kardashian sisters' tweet copy: "Which fashion designer will be the big winner on Hollywood's big night? Make your pick and see what everyone else thinks. http:short.link."
Scacco said followers who click on the link will be taken to a custom landing page. Half of the page will contain elements that will enable the visitors to vote for the designer they believe will emerge triumphant. The other half will have branding and call-to-action copy for Gilt Groupe's "flash-sale" clothing site. The copy will read: "Join Gilt and save up to 60% on premier fashion labels."
Based on data from celebrity endorsement company Brand Affinity Technologies (BAT), Gilt Groupe appears to have picked a strong social media influencer in Khloe Kardashian (2.5 million followers). A BAT spokesperson said tweets and Facebook posts by Khloe Kardashian produce 26 percent more clicks compared to a group of more than 100 other celebrities.
Meanwhile, celebrity product endorsements on Twitter and Facebook appear to be on the rise. Everyone from reality TV vixen Heidi Montag to film critic Roger Ebert have gotten into the influencer-marketing game.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014