Who better to discuss branding through social and new media than the first family of pop culture: the Kardashians.
Kim and Khloe Kardashian joined momager Kris Jenner for a panel discussion moderated by E!’s Suzanne Kolb at Women at NBCU’s Power of the Purse event hosted by NBCUniversal Integrated Media, in which the trio addressed their group and individual branding and how to harness the power of social media.
“I really do believe that our success is wildly due to social media,” said Kim. “It has a huge role. I think we are also a little bit lucky in the fact that our show organically launched at the time that social media was really beginning, but we took advantage of it and we embraced it.”
Of her 14.7 million followers (Kris and Khloe have 2.8 million and 8 million followers, respectively), Kim said that she frequently asks them to chime in on her decisions when creating and marketing products. Among earliest marketing pushes was for the launch of a fragrance, the bottle for which was selected with help from her fans.
“We think of our brand as a brand for our fans,” says Kim of developing products, including clothing and makeup lines, that cater directly to fan requests. As for creating an engaged following, she believes in the importance of “diving into what we’re most passionate about” rather than sending out constant “meaningless” posts.
As an extension of their own products, the reality stars addressed their branding as a whole and how they choose to endorse certain products over others. Kim, with a laugh, reminded the audience of a 2011 episode of Keeping Up With the Kardashians in which mom Kris discussed shilling adult diapers while Khloe criticized her mother for pitching her an endorsement of adult toys.
“Everything we do and take on has to make sense for that person,” said Kris, noting that she hopes to get younger daughters Kendall and Kylie Jenner actively involved in an anti-bullying campaign. “People are not just nasty to celebrities or people that are popular, they’re nasty to each other,” she added.
For an exclusive snippet of their remarks, watch the video above.
Among the other topics addressed during their panel was the ability to stretch their own 15 minutes into something much more. Said Khloe: “Everyone has their day in the sun. We know it’s not going to last forever, so I think that’s why we’re so in the present and we take everything in.”
Email: Sophie.Schillaci@THR.com; Twitter: @SophieSchillaci