Discover Top Posts Tagged with #bu492k

The History of Modelling as We Know It...

Last post I talked a bit about Kim Kardashian and her path to fame. Although she’s not a Kardashian, Kendell Jenner (Kim’s half-sister) is trotting the globe with her runway modelling career too. At just 18, she was signed last month to be the new face of Estee Lauder, with no more than a year under her belt as a model. Things like this don’t happen often to big time faces, let alone a “noobie” model that only started walking the runway. So how did Kendell land the job? Well, unlike most models, Kendell already had millions of followers on Instagram before she started modelling. Her infamous family and reality show – Keeping up with the Kardashians – has already made her a household name.

The fashion industry is all about social media and the search for the modern beauty. And quite frankly, it doesn’t matter what your message is – if you don’t have a big audience chirping. So with Kendell being the fashion world’s new best thing and “social media sensation”, Estee Lauder didn’t just sign her for her “face” but also signed her for her “people”.

This happens all the time, not just in the fashion world. There is no such thing as credibility if you don’t have a following. People that are YouTube famous, Instagram famous… they are “famous” because of the amount of people that follows them. Literally, their minions of people that skyrockets the sale of a toilet brush, just because Michelle Phan said it was ammaazing. Social media has allowed the opportunity for the mass to “make or break” people. In the past, production companies and agencies can throw a face to the public and “make them famous”. Now the public is the manufacturer of these “famous faces” and have the choice in who they want to see make it big. As the tables turn, more and more companies are turning to social media to discover “new” talent. In this case, Kendell Jenner and Estee Lauder is the perfect example. The next generations of models won’t be like Naomi Campbell and Cindy Crawford who literally made their fame through years and years of modelling. You’ll be looking at Kendell Jenner and Gigi Hadid who you will know well beforehand as they take their pick at “modelling” or whatever they want to try out….I mean they’ll be famous enough already as a TV personality - so it doesn't even matter.

#bu492k #estee lauder #kendell jenner #modelling #social media

Social Media: You Can’t Sit With Us

Madonna, age 56, recently went topless for the art issue of the Interview Magazine. And if we’re going to talk about naked, there is no way we can ignore Kim Ks full frontal nudity for the Paper’s Break the Internet issue. Instead of talking about the Kardashian’s stunt (which many already have done), I wanted to compare the two – and how the two went viral in totally different directions.

On one hand we have Kim, literally “breaking the internet” with her butt and more plastered all over social media. There was major backlash with people calling her all sorts of things with artistic NOT being one of them at all. Kim owes her fame to social media and she admits it saying that “we really evolved with social media”. And being a socialite, you kind of have to wow the world (even when its TMI – too much info).

Madonna on the other hand has been applauded with her daringness and artistic expression for going topless. Being the music legend, fashion is no stranger – she was literally the Lady Gaga of her time (outfit strangeness, music, all in one).

So, here we have two very similar campaigns, both viral, but the outcome is so different. It just goes to show that the face of the campaign makes a huge difference. Madonna is well respected in the industry, and with her age, history, recognition – the crowd opened their arms wide to welcome her back. With Kim, if social media was a physical platform and the negative tweets and everything were tomatoes, let’s just say she’d be cover from head to toe.

The Paper magazine definitely knew that there would be no praise for Kim, especially with the reputation she has gained – but why would they still use her? Well did you know about the Paper before Kim K? Exactly, all they needed was the exposure and obviously they got it.

In a way, social media’s a hypocrite. They (we) are judgy with double standards. As Regina (from Mean Girls) would say: Kim, stop trying to make fetch happen!Yet it's totally okay for Madonna to do it. Surprise, surprise...

#bu492k #Madonna #Kim Kardashian #Paper Magazine #Interview Magazine #Mean Girls

Snap Chat's Recent Emergence

I have recently noticed that a new effective way to reach fans is through the use of Snap Chat and more specifically, Snap Chat Stories. Snap Chat differentiates itself from what other social media outlets offer due to the unique experience they are able to give fans. The stories allow for endless video content to be seen by viewers and is not limited like Vine or Instagram. This allows viewers/fans to get an inside look of the players in the locker room, doing some training, or just goofing around.

Currently, I have only received Snap Chat Stories of college football and while I am not a big fan of college football, I enjoy seeing the atmosphere and the first person view of an athlete on game day.

I think this is a great idea from Snap Chat, however, a lot of people can not relate to college football. In order for Snap Chat and sports teams to gain a bigger following, it would be interesting if they could incorporate geo-targeting and send viewers videos of sports team that are local to them. For example, receiving a video of the Toronto Maple Leafs or Kitchener Rangers. Personally speaking, if I got these local videos, I would feel more attached or loyal to the team while also frequently checking Snap Chat for new videos.

#social #media #snapchat #sports #bu492k

Pro Athletes and Social Media

Mario Balotelli is an Italian footballer who has drawn attention both on and off the pitch. While his talent can leave his fans and opponents in awe, Balotelli's antics have been known to outrage the public. The latest dispute came over social media when he posted an anti-Semitic and racist photo on Instagram. Although Balotelli meant for it to be a joke, his team's chief executive has announced that he would prefer if the club's players did not use social media after Balotelli's post.

I completely agree with the general public on the fact that he has abused social media and has drawn too much negative attention to himself and the teams he has played for. However, I do not agree with the team's owner to ban the use of social media by the players. If the owner can properly educate Mario on the positive affects social media can have, the fans, team mates, and surrounding communities could all benefit.

Social media is a great tool for players to use as it allows fans an inside look of how all the team mates bond with each other and get along. Social media also seems to create a positive atmosphere in the locker room where players can further interact with each other when off the pitch. Finally, social media has endless benefits for the surrounding communities as players such as Derek Jeter have brought attention to foundations in much need of help. With the proper use of social media, Balotteli can have a positive influence on others around him.

#sports #liverpool #social #media #bu492k #football

A Christmas Karl

So two posts ago I talked about how heritage fashion brands are coming out with short films for this Christmas season. And literally the queen of fashion labels, Chanel, just joined the game. The musical short featured top model sensation Cara Delevingne and Grammy winner Pharrell. The cinematography was beautiful and the short ends with a hint on where Chanel came up with the signature suit jacket.

The way this was executed, kind of reminded me of Anna Kendrick and the Newcastle Super Bowl Commercial. I remember how we discussed in class that, yeah the commercial was funny – but we didn’t get what Newcastle was trying to sell – majority of the class felt like it missed the mark. But for me, I thought it was pretty brilliant since I got to see how cheeky the brand was (especially one that people barely knew – you know like brushing up on brand personality and all).

So why would I say that our prestigious Chanel is rocking the same boat as Newcastle? Well if people didn’t know the history of Chanel, then this short would have just been some artsy fartsy musical. But knowing Karl Lagerfeld, this genius was dropping hints left and right on the heritage of Chanel.

So does this kind of marketing work? What if people don’t get it? I guess that’s one of the risks that come with video marketing. Sometimes you can't just straight up say what you are selling, I mean what would be the fun of that? At least we know this is no where close to Brad Pitt’s Chanel No 5 kind of "artistic taste". REINCARNATION "CC The World": https://www.youtube.com/watch?v=wO4-TV6Zckc

#bu492k #video marketing #social media #chanel #pharrell #cara delevingne #newcastle

Beauty Doesn't Need No Beast

One of the most talked about events right now is the Victoria’s Secret Fashion Show. This time around it was said that $20 million was spent on the show, making it the most expensive show to date. Marketing director, Ed Razek said that “the show is seen by 500 million people” and is totally worth the extravaganza.

And you know what…he’s right… The fashion show has grown soooo big that there has been absolutely nothing else in the industry that walks the same catwalk. And yeah, it’s just beautiful women with unimaginable bodies walking around in skimpy lingerie, but they’ve turned it into a broadcasted concert with A-list musicians every year. So even if you’re not into “lingerie fashion” (cause is that even a thing?) you’d still end up watching the show. And that’s how Victoria’s Secret outsmarted every fashion brand out there; they essentially created their own niche.

Quite frankly after the “Perfect Body” catastrophe, it’s obvious they should stick to these outrageous fashion shows. Victoria’s Secret is not the type to do campaigns throughout the year; I mean it’s a “secret” after all. The minute they announce the date of the show and when it would be broadcasted, word of mouth took over social media. From Facebook, Twitter, Instagram – everyone knows and everyone is anticipating. So, it’s totally okay to splurge their entire marketing budget to blow us away with one fashion show. And of course that one and only fashion show would be perfectly timed right before Christmas (I’m rolling my eyes…but you can’t deny how they have outsmarted the consumers).

And although $20 million seems like a huge cheque, if you do some simple math it’s not that bad. $20 million/500 million viewers, all assumptions aside, that’s about $0.04 advertising cost per head. Seeing how some of their bras average around $65, Victoria’s Secret is that she’s definitely a business student and she KNOWS what she’s doing.

Either way, when December 9th comes around, I’m going to have my popcorn ready for the show…even though I have an exam the next day.

#bu492k #social media #victorias secret #fashion show

Tis The Season...to out show your "Frenemies"

This Christmas really IS tis the season for all the upscale heritage brands to step up their ad games. It has been quite obvious for some time now that heritage fashion brands have been setting their eyes on much younger targets.

Burberry posted a few weeks back, “From London with Love” with their signature trench coats. The “artistic short” (because these brands are so fancy that they don’t settle for your typical 2 minute or less commercials) stars Romeo Beckham. As the son of pretty much the second “royal” family in England, Romeo is like…12. There goes daddy’s soccer dream, because this Beckham is definitely heading towards fashion. He has been the face of Burberry since last year, and total props to Burberry cause this kid packs charming and cuteness into one. But is he too young to join the many faces of Burberry? The Beckham name has definitely been a steam engine pushing this little musical around social media. So I guess in Burberry’s eyes, that £45,000 for the Beckham name was worth it.

About a week later, Mulberry comes out with the most posh, pretentious but hilarious commercial I have seen from these upscale line ups. Honestly, my personal favourite so far in terms of fashion commercials. While Burberry threw in a kid to make themselves feel younger. Mulberry’s IMC has #WinChristmas and that cheeky humour that people our age love. Hashtags, puppies and humour – you think that’s enough right? But if we’re going to talk about using the right marketing tools and people, Kate Spade had the perfect recipe. Anna Kendrick showcased this season’s collection in “the waiting game”. The video was also interactive, where you can click things in the video and it tells you more about it on the sidebar. Celebrities + humour + interactive social media = success? It seems like these brands are not only trying to target younger people, but they are starting to act like one too – becoming more competitive and trying to upscale one another. Burberry: https://www.youtube.com/watch?v=ojBufhpPgMo Mulberry: https://www.youtube.com/watch?v=EK0fKEvgXJo Kate Spade: https://www.youtube.com/watch?v=rPhHTP2q-VQ

Who was the winner in your opinion? Which recipe captivated you the most? In my books, it’s got to be Mulberry. While other brands had these either artsy or funny shorts, Mulberry went straight to the point... and I’m going straight to their website after this post is posted.