Big Sister (Kylie Jenner) is Watching.
My disdain for the Kardashian family runs deep. When Kim K’s sex tape leaked, mommager of the year, Kris had this to say
“When I first heard about Kim’s tape, as her mother, I wanted to kill her. But as her manager, I knew that I had a job to do.”
Many parents’ reactions would be to shield their children from the scandal, but with moms help, Kim went from being Paris Hilton’s assistant to gracing the cover of Vogue. And don’t get me started on sister Khloe’s habit of promoting detox teas on Instagram and other dodgy, non-FDA approved methods of weight loss.
Annnnnyway, the youngest member of the family, Kylie Jenner, has become Forbes’s youngest billionaire and wrecker of business value. Remember that time, she tweeted she was no longer using Snapchat and then Snapchats market value dropped by $1.3 billion shortly after? Pretty much anything she touches turns to gggggold or junk metal!
Last week to support the launch of her new cosmetics range, Jenner’s Digital Out of Home (DOOH) campaign programmatically pushed ads to over 5.5K digital screens and billboards. Rather than buying a ‘neighbourhood’ audience, Jenner’s media team selected from more than 1,000 audience segments across nine categories. DOOH ad platform Adomni says their targeting ability is made possible thanks to analytics from a variety of audience-defining data streams, which is where things start to get a bit big brother (or little sister) and creepy:
Location data shared by participating apps or;
Images from cameras on the outdoor displays (say cheese!).
In an April report published by Cuebiq's Footfall Attribution Benchmarks report, research found that OOH increased footfall traffic by an average of 80% to 120%. Key reasons include:
Proximity of displays to physical stores and;
Increasingly relevant nature of the messages (which is where point 1 and 2 above come in)
Kylie Jenner's Kylie Cosmetics brand has been built into a $800 million beast, primarily off the back of her social media presence. Now, through shared location data and image recognition, she has the power to close the gap between digital OOH and social media. Big Brother isn’t watching, Little Sis is.
Kylie Skin had multiple pieces of creative artwork that were switched out throughout the day and all went live simultaneously to tie in with social media.
