Another Day, Another Business
Chrissy Teigen and Kris Jenner have built yet another empire, but this time they joined forces to conquer the home cleaning and self-care products industry. But, how did they do this?
Well, as Chrissy Teigen says, “to launch a real business you need three things: a kick-ass product, a big celebrity endorsement, and a catchy jingle”. For them, it's that simple! In this blog, Hollywood Branded discusses the strategic marketing plan that Safely by Chrissy Teigen and Kris Jenner used to rise to success.
If someone knows how to put products on the market and generate millions of dollars out of them is definitely Kris Jenner. But, when she adds a fan-favorite public figure like Chrissy Teigen to the mix is when things really explode. And this is exactly what they did with their new brand called Safely. However, to get here, they had to come up with a marketing strategy plan that persuades millions of people to buy their product, which is why they incorporated factors like celebrity boosters, a clever narrative, an informal and friendly tone, and having precise knowledge of the audience they want to appeal to.
Just like Chrissy said: “to launch a real business you need to have big celebrities” This is obviously sarcastic and unrealistic for many brands, but having them, sure helps! The idea of Safely originated from Emma Grede, Good American’s CEO. Having this idea, she made the decision to partner up with her very famous friends Kris Jenner and Chrissy Teigen, who have a big following and great success on their own business ventures. Thus, it was the perfect recipe for success! But, aside from having these huge boss ladies on board, they also took the opportunity to use Chrissy’s very famous husband, John Legend, for one of their video promotions. And, it doesn't stop there! They obviously utilized their other famous family members like the Kardashian sisters by sending them Safely PR packages, which they shared on their social media accounts for their massive audience to see.
A Clever Narrative
Like all good marketing, this product launch didn’t miss having a story and these two celebrities mastered the narrative of it. This was exemplified in a series of videos that they shared with the world. The first video they shared was a meeting with Chrissy and Kris, where Chrissy was presenting various product ideas like for example Son-in-law repellent, but most of them were rejected by Kris rejected - until Teigen said the word “safely” and it sparked the million-dollar idea of a cleaning and self-care product that was safe for everyone to use. The narrative continued by promoting the product on social media with captions like:
“Created by three moms who love to say "no". As in, no: harsh chemicals, bad scents, or ugly bottles. 🧼”
Thus, the combination of all the content they shared made the user understand that their mission with this product was to make a product that is “plant-powered formulas that are gentle, affordable, beautiful, and smell aaaaaamazing.” and all made by friends.
Clever and Friendly Tone
Something consumers appreciate is being able to relate to the person who is promoting the product, which is why having these two figures that are well known for their bubbly and funny personalities was a great strategy to sell the product. They didn’t make their marketing campaign serious and dull like other cleaning brands, they used a fun and sarcastic tone in everything that they share with their customers. This was obviously seen in their very funny skits promoting the brand. Especially, when Chrissy says “I want my own product line because honestly, everyone has one already...I even have one.”
One of the reasons why they always have great success in their businesses is because they know who they are targeting. Safely came in a great moment since living in a pandemic has brought a lot of attention to cleaning products. In fact, the sales in this industry are expected to nearly double over the next six years. Thus, since the majority of their followers are looking for products like these ones, they built one shaped to their taste. For example, they gave a lot of thought to the green color of the brand. “It took a little while, I’m not going to lie,” “We wanted to get something we would be happy to look at. We were looking at greens that would be beautiful together,” said Grede. This decision then shaped the content they were sharing, which has definitely been received in a positive way because for some strategic reason their target audience appeals to it. Other factors that appeal to their audience are the products’ simple packaging, the notion that all products in the line are plant-based, the familiar faces that surround the brand, and the timing of the release.
Want to know more about fun celebrity sponsorships? Be sure to check out these other blogs!
- Celebrity Endorsement Case Study: Calvin Klein and The Biebers
- Top 10 Celebrity Endorsements
- Target's Celebrity Endorsement With Chrissy Teigen
- 9 Celebrity Brand Endorsements In Home Décor
- Looking Back At The Kardashian's Influence