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#breaktheinternet for brands without big bu(dgets)

Kim Kardashian just came out with a cheeky headline in one of her latest front covers; suggesting her rear side could ‘break the internet‘. A surely ambitious endeavour, even for a celebrity of her status. Juicy photos of Kardashian`s most valuable asset surely helped to partly do the trick. More can be viewed on the celebrities social channels, e.g. Instagram. Side note, with a little over 21 million followers in Instagram alone, Kim Kardashian managed to build a solid social follower-ship, which amassed roughly 0.5 million views of below`s cover page in her Instagram feed alone. To contrast, some major global brands, e.g. Nike with an in-house social media team and a multimillion dollar social media budget, have a “mere” 7.8 million followers in Instagram. Microsoft`s official channel clocks in with 15K followers… this should really put Kardashian`s backend achievement into perspectives based on the free media coverage she (and her agency) managed to unlock.

Frontcover Kardashian #breaktheinternet

 

What can and should brands learn from this? Has Kim Kardashian`s attempt to #breaktheinternet failed?  Some websites discuss the success of Kardashian`s ambitious attempt to break the internet, such as the Wall Street Journal, comparing total #breaktheinternet tweets with #cometlanding.

I do argue, that despite the failed attempt to the break the internet, thanks to all forces involved, Kim Kardashian surely boosted herself into each major press outlet on this planet and made the headlines from the Time to countless others.

Without having Kardashian`s natural social media follower-ship, most brands will struggle to get the free media attention Kardashian assumed over the last couple of days.

Nevertheless, a few brands stood out by taking advantage of the Kardashian stunt to propel their brand into the discussion and surely score some new fans.

Advertising week listed a few top brand reactions, a few of which I believe are worthy to being mentioned again.

The most outstanding brand reactions are clearly shared amongst Nissan, JetBlue, Jolly Rancher, the Metropolitan Museum and Budweiser. Scroll down for some of examples – Nissan is my clear winner, followed by JetBlue and Jolly Rancher.

What all these brands however have in common is a to react timely with relevant content in the right media channel. If one wants to argue about the headline of this blog entry, one could of course say, that all brands mentioned will have a reasonably sized social media budget. Nevertheless, the above effort could very well be done on a budget. Social media monitoring tools are available on a paid and freemium basis, which allow brands to monitor for high engaging content.

The crux however will be to react timely upon this discovery. E.g. if MarCom needs to get sales, legal and or IR approval before being able to take any action, any endeavour of this sort is almost surely doomed to fail. Establishing brand guidelines for the social media follow up space might help to get stakeholders on board and assure a timely reaction and thus a ride along this freely available media attention.

Content and channel are almost self-explanatory. If Twitter goes crazy, no sane social media manager would attempt to shift the attention to another channel. So engage in Twitter, as all brands below did. Shoot for brand exposure and brand attention and not for channel conversion. This assures that your content is likely more relevant to the wider audience in reach and does not stir up an advertising aversion or even a messaging conflict in that matter.

Budweiser`s reaction to #breaktheinternet

 

Jolly Rancher`s reaction to #breaktheinternetNissan`s reaction to #breaktheinternet

JetBlue`s reaction to #breaktheinternet

JetBlue`s reaction to #breaktheinternet

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