Kim Kardashian by Sean Smith

Author:Sean Smith
Language: eng
Format: epub
Publisher: HarperCollins
Published: 2015-09-25T04:00:00+00:00

14

DATING HER WORK

Kim was getting a reputation for being a workaholic. She was completely driven to make her business a success. She observed, ‘You have to stay committed. Some people start and stop, or get a bit lazy. Every year my mom and I write out a goal sheet.’ Her elder sister Kourtney commented, ‘She’s dating her work.’

When Keeping Up with the Kardashians began, only Kris took it as seriously as Kim did. Kim was desperate for it to do well, while her sisters viewed themselves as store owners dabbling in television. They would fool around when the ‘boss’, as they called Kim, wasn’t in the room. They would be jumping on the sofas and pushing each other about like a pair of playful puppies.

Kim and her mother were busy forging a formidable partnership. They were both proving to be smart businesswomen. It would have been lovely for Kim to have been nominated for an Oscar instead of a Golden Raspberry, or to have won Dancing with the Stars, but neither was meant to be. The consolation was that she was keeping herself in the conversation. She was being talked about at water coolers, even when she failed at something.

It was as if Kim stood in front of a mirror and decided how best to utilise every bit of herself from top to bottom and head to toe. She would take every opportunity that came her way and make sure she was personally involved and not just a celebrity robot. An endorsement for ShoeDazzle, another for Famous Cupcakes and a fitness DVD were just the start of her empire building.

As her fame grew, so did her confidence and, more and more, she became her own woman. She embraced social media and was rumoured to be paid as much as $10,000 for announcing on Twitter that she liked a particular salad. She told her then 2.7 million followers at the start of 2010: ‘The Carl’s Jr. grilled chicken salads came out yesterday! I’m on my way to Carl’s Jr. for lunch now . . . Have you tried them yet?’

The parent company behind the campaign, CKE Restaurants, said, ‘Kim is an absolute Internet sensation and she has a vast audience that is already following her online. Her site is heavily trafficked as well.’ They wanted to target ‘young, hungry guys and gals’ – exactly the people who followed her online and on the show. She even hosted ‘The Ultimate Salad Lunch Date’, in which she interacted with fans, while nibbling on a cranberry, apple and walnut grilled chicken salad in 2009.

This was one minor example of Kim’s thoroughness. This was treating business responsibly – a lesson first learned from her father and then from her energetic, driven mother. It wasn’t rocket science, but it worked. Kim’s campaign was deemed more successful than all the company’s previous celebrity campaigns put together, including 1.8 million views for a 30-second commercial on YouTube and a further 2.1 million views for all the other Kim-related salad videos.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.