Kim Kardashian's Skims campaign with 'The White Lotus' breakout stars shows the power of pop culture in marketing
"I watched The White Lotus and had to have my girls!" Kardashian wrote in the caption of the Instagram post kicking off the campaign.for the campaign garnered more than 41,000 likes, while other posts on Skims' Instagram profile have typically gotten 2,000 to 6,000 likes. The campaign TikTok video has more than 981,000 views, compared with the brand's usual range of 30,000 to 70,000 views.
Watson added that with this campaign, Skims is leveraging characters who are both relatable and aspirational to evoke that perception of the products. "Parasocial relationships are one-way relationships we form with people on television or on the internet where it feels like we know them," he said."That's what Skims is doing fantastically here. For fans of 'The White Lotus,' we feel this source of pride, like 'here's our friend getting a platform.'"
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