Reality star Kendall Jenner stirred positive social media buzz for anti-acne brand Proactiv among U.S. teens after a social media post revealed that she suffered from acne and has partnered with the brand, according to researcher YouGov.
Jenner’s announcement almost doubled the YouGov “buzz score” from 11 to 20 for Proactiv among 13- to 17-year-old consumers. The percentage of teens who said they would consider buying Proactiv rose to 21% on Jan. 13 from 17% on Jan. 6, YouGov said. One in five (20%) of Americans have a positive opinion of Kendall Jenner, and 87% have heard of her, according to data cited by YouGov.
Millennial-aged fans of Jenner were disappointed by the announcement, which had been hyped by Jenner's mom Kris Jenner, who called it her daughter's "most raw story." Proactiv's buzz score dropped to -3 after the announcement from 16 beforehand.
Proactiv hit a home run on social media by partnering with 23-year-old Jenner on an announcement that registered with U.S. teens who are starting to form brand loyalties and are receptive to advertising. Proactiv’s results aren’t statistically any better than less expensive treatments, according to Consumer Reports, which only underlines the importance of mobile marketing campaigns that build trust with younger consumers who are forming opinions about brands. The falling buzz score among millennials won't damage Proactiv's brand, considering millennials are mostly young adults, ages 18 to 34, and aren't the primary audience for acne products.
The bigger mobile buzz among teens shows Jenner’s power as an influencer of her 102 million followers on Instagram and 27.2 million on Twitter. The agonized maternal tease from Kris Jenner helped to raise anticipation for the sponsorship deal as social media users speculated about the big reveal. Kendall this year may outdo her 21-year-old sister Kylie Jenner, which Mobile Marketer named as 2018 Executive of the Year, if this early mobile buzz is any indication. Pepsi two years ago misfired with a controversial Super Bowl ad starring Kendall Jenner that pushed down consumer perception levels of the brand to the lowest in a decade. The Proactiv results suggests she has redeemed herself as a spokesperson among teens.
Skincare brands like Proactiv are turning to mobile media to reach teens who are less likely than older generations to watch TV. Eighty-five percent of U.S. teens said they use Instagram at least once a month and 84% use Snapchat, according to a Piper Jaffray survey. Generation Z contributes about $830 billion to U.S. retail sales each year, making them a key target to reach through mobile marketing.