I was a Kardashian

@thecamillemoore

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Otra camille-moore.com/links ↗

Why it worked

The video leverages the massive cultural influence of the Kardashian-Jenner family and their association with fashion brands to tell a relatable story about brand building and PR strategy. The inclusion of celebrity images and a narrative about internal competition within a famous family creates intrigue and shareability.

Summary

The speaker recounts how she discovered her brand, Quay, was being worn by Kylie Jenner, leading to a realization about the importance of PR. She explains how the Kardashian family's PR strategy evolved from gifting one pair of sunglasses to ten, due to internal competition.

Structure

1Speaker identifies as a Kardashian fan and notes Kylie Jenner wearing sunglasses.
2Speaker realizes the sunglasses are from her own brand, Quay.
3Speaker discusses the early PR strategy for Quay, including gifting.
4Speaker explains the shift in PR strategy to sending multiple pairs due to competition.
5Speaker mentions other celebrities like Lady Gaga and Gwen Stefani wearing sunglasses.

Product placement

Original caption

How Linda Hammond built a $100 million dollar sunglass business. Linda, the founder of Quay and now the founder of Otra sits down to share how she built not one but two successful sunglass brands. She breaks down influencer marketing, PR, and scaling with little to no budget. To listen to the full episode comment OTRA and I’ll send you the link directly. #otra #kyliejenner #krisjenner

More from @thecamillemoore

Their other posts in the index, biggest breakout first.

Kardashian family: ACTS - they are the subject of the video, and their actions/decisions drive the narrative. Removing them would fundamentally change the video. Quay: ACTS - it is identified as the brand of sunglasses Kylie Jenner was wearing, and the story revolves around its PR strategy. Removing it would change the video. Otra: ACTS - it is mentioned as the second brand founded by the speaker, and the call to action is to comment for a link to it. Removing it would change the video. Lady Gaga: APPEARS - shown as an example of a celebrity at her peak, but not directly involved in the narrative or product promotion. Removing her image would not change the video's core message. Gwen Stefani: APPEARS - shown as an example of a celebrity whose paparazzi shots were sought after, but not directly involved in the narrative or product promotion. Removing her image would not change the video's core message.

Call to action

To listen to the full episode comment OTRA and I’ll send you the link directly.

On-screen text

I was a Kardashian Kylie was wearing a pair of sunnies. I'm sick of you my wardrobe my stuff. wait. And I paused it. And it was Quay. So it was my brand. What just happened? I think at the time. PR company and they're like, start gifting. I'm not my product, who can afford it. I didn't understand of what PR was at the time and the importance So the PR company for months and months give us a go, give us one month, So in the we had Lady Gaga was at her peak. and Gwen Stefani could not get enough. Every pap shot Gwen Stefani was in. Then, at the point Kardashian family they told our PR allowed to send one pair. ten. Because apparently and the mum were fighting. I want that. sending that to her and not to me? actually have a rule. You send one. You send ten.

Transcript

I was a Kardashian fan. Kylie was wearing a pair of sunnies. And her mom's like, I'm sick of you going into my wardrobe and stealing my stuff. And I'm like, wait. And I paused it. And it was Quay. So it was my brand. What just happened? I think Kylie must have been 14 at the time. So we had a PR company and they're like, start gifting. I'm not my product, who can afford it. I didn't understand of what PR was at the time and the importance. So the PR company for months and months give us a go, give us one month, so in the first two weeks we had Lady Gaga was at her peak. and Gwen Stefani could not get enough. Every pap shot Gwen Stefani was in. Then, at the point the Kardashian family they told our PR allowed to send one pair. ten. Because apparently and the mum were fighting. I want that. Why are you sending that to her and not to me? So we would actually have a rule. You send one. You send ten.