Jun 9, 2010

Kardashian Power

The popularity of the Kardashian sisters has fazed many Hollywood observers, but these critics fail to notice the large circle of influence held by the ladies. Whether they are hawking products or growing their own brand, Kourtney, Kim and Khloe Kardashian are the new generation of influencers.

The KK sisters have been dominating television screens thanks to their successful television shows, Keeping Up with the Kardashians and Kourtney and Khloe Take Miami, and have been regular tabloid features. Can anyone think of a month when one of the sisters was not flaunting her recently-toned body on the cover of a magazine?

The success of the Kardashian sisters should not be attributed to television and weight loss alone. The sisters' involvement on social media sites like Twitter has broadened their circle of influence thanks to their engagement. By responding to fan tweets, Kourtney, Kim and Khloe have effectively mastered the art of online relationship building.

Marketers have realized the strength of the Kardashian brand, and have jumped on the KK endorsement train. Kim and Khloe have been endorsing the diet supplement QuickTrim with traditional advertising and social media efforts. The girls regularly tweet about the QT products they are using and shower other users with individualized support and praise. Kim's influence has also been used for sponsored tweets, earning her up to $15,000 per tweet. Kourtney has been using Twitter to support a line of belly wraps she created. These personalized touches are just what marketers are looking for. After all, the theme of this social media era is engagement.

Khloe recently proved herself to be a first class endorser. With rumors of a pregnancy swirling, the youngest Kardashian sister had to publicly admit that she's not pregnant, just fat. She's not letting the weight gain stop her from hawking QuickTrim, though. In the new issue of Life & Style, Khloe says that she is getting her body "baby-ready with daily prenatal vitamins and regular exercise. Khloe's taking GNV Women's Prenatal Formula with iron." And just like that, she turned a bad situation - gaining weight while on a diet supplement - into a positive press piece.

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