Glow Beverages, based in 2016, is working with a significant influencer — Kylie Jenner — to seize the eye of Gen Z and younger millennials by means of social media platforms. It marks the hydration and power drink model’s first main advertising and marketing marketing campaign involving a excessive profile superstar.
While the model didn’t disclose the monetary phrases of working with Jenner, it hopes to differentiate itself with with advertisements on Instagram and TikTook, in addition to Facebook, Twitter, and Snapchat within the coming weeks.
Additionally, Glow will seem as a product placement spot on The Kardashians on Hulu in the course of the second half of their present season.
“We needed to companion with Kylie as a result of she is the largest influencer on the earth,” mentioned Kev Kouyoumjian, managing companion of Glow. Seconds after Jenner posted the announcement in regards to the collaboration on her Instagram web page on October 18th the place she has 372 million followers, the model obtained a lift in followers and engagement, Kouyoumjian mentioned.
Per Hootsuite’s information, Glow’s instagram follower depend elevated by 7,500 followers to now over 25,000 followers. “We acknowledged the facility of her affect on social media and determined it was the very best technique to align with Glow for co-marketing efforts,” mentioned Kouyoumjian.
Kouyoumjian hopes the model will enchantment to Gen Z shoppers as a result of they are going to be extra inclined to attempt new issues and undertake new merchandise. To attain the 18-24 yr previous demographic, GLOW’s social technique contains producing Instagram Stories, Reels, and artistic short-form TikTook movies that includes on a regular basis folks doing actions utilizing the product.
Kouyoumjian mentioned the model has spent $10 million on promoting and advertising and marketing efforts to this point in 2022 and plans to spend one other $10 million within the coming months on influencers and social media platforms like TikTook and Instagram, the place its viewers is spending time.
Ad spend information for the model was not accessible from Kantar or Pathmatics.
“Gen Z and a few millennial teams are seen as trendsetters,” mentioned Ryan Nelson, co-founder and companion on the enterprise studio specializing in constructing superstar manufacturers, jobi. “Culturally, we flip to these teams to decide what’s new and funky, so establishing your self amongst this crowd helps to construct clout.”
Glow just isn’t the one model that has a objective of boosting model consciousness by leveraging a giant title superstar like Kylie Jenner. Nextbite partnered with Wiz Kahlifa, and Green Mountain Coffee Roasters partnered with Martha Stewart, in accordance to earlier Digiday reporting.
“Kylie Jenner has over 372 million followers on Instagram alone, so her put up for Glow Beverages might, in concept, attain extra folks than a 30-second advert spot in the course of the Super Bowl,” mentioned Magda Houalla, senior director of promoting technique on the influencer advertising and marketing platform Aspire. “That’s extremely highly effective, particularly when it comes to concentrating on Gen Z and millennial audiences, the first shoppers of practical drinks who’re spending increasingly more time on social media.”