SHOW NOTES

This week on GenNext: Brand Strategy, host Bryn Hexemer explores the intricate world of Skims by Kim Kardashian, a company that since its launch in June 2019 has completely changed the fashion business. Bryn examines Skims' dedication to body positivity and inclusion, emphasizing the company's wide selection of sizes as well as its representation of many body shapes and ethnicities in its marketing initiatives.

The conversation also covers how Skims has successfully expanded into new retail locations, how approachable they are, and how they create buzz with high-profile partnerships like their ones with the US Olympic team and limited edition releases. Additionally, Bryn dissects the recent Valentine's Collection campaign from Skims, which included Lana Del Ray, and examines the clever marketing choices that turned it into a noteworthy PR triumph in 2024.

The episode also looks into Skims' relationship with the NBA, highlighting its cultural relevance and effect on appealing to younger audiences. In order to understand what drove Gen Z customers of Skims goods to the brand in the first place and what keeps them coming back, Bryn welcomes several guest Gen Z consumers of Skims .

At the end of the episode, Bryn examines Kim Kardashian's entry into the skincare industry with SKKN, dissecting its marketing efforts and sustainability campaign while offering recommendations for improving them. As the episode comes to an end, Bryn gives a sneak peek at the upcoming episode, which will explore Red Bull's brand analysis and social media tactics. 

TOPICS

1. Introduction to Skims by Kim Kardashian

2. What makes Skims stand out as a brand

3. NBA Partnership with Skims

4. Skims Valentine’s Collection Campaign featuring Lana Del Ray

5. GenZ Guest Interviews about Skims

6. Introduction to SKKN by Kim Kardashian

7. SKKN’s Sustainability campaign and consumer skepticism

8. Suggestions for enhancing marketing strategies with SKKN

9. Summary of key insights from episode and teaser to next week's brand

RESOURCES

1. Forbes - Why Kim Kardashian’s SKIMS NBA Partnership is Marketing Gold by Leonard Armato

2. Digiday - Why Kim Kardashian is sold on QR codes for Skkn by Kim by Julian Cannon

3. SKKN - SKKN By Kim

4. Green Matters - Kim Kardashian Promises SKKN Brand Will Be Sustainable — but How? 

5. Harper’s Bazaar Australia - Khloé Kardashian covers herself in tattoos for Kim Kardashian’s SKKN launch by Hayley Peppin 

GUEST SPEAKERS (IN ORDER FROM MENTION IN EPISODE)

1. Marianna Lechman

2. Faiza Khan

3. Rachel Ye

SHOW NOTES

In the second episode of the "GenNext: Brand Strategy," podcast hosted by Bryn Hexemer, listeners are introduced to the world of brand culture and marketing through the perspective of the newest consumer generation. The episode dives into Rhode's origins and Hailey Beiber's experience as a "skincare junkie". Rhode prides themselves in maintaining their essential principles of effectiveness, simplicity, and premium ingredients. However, the real key to the brands success is their marketing strategy.

The conversation then turns to Rhode's creative marketing strategy, with special attention to the revolutionary Phone Case x Lip Gloss campaign that Hailey Bieber initiated. By making consumers into walking billboards for the business, the campaign combined marketing genius with utility by introducing a phone case made to contain Rhode lip glosses. This calculated strategy not only improves client retention but also strikes a chord with the target market of young women who value the product's elegance and convenience.

Later on, the episode dives into the new phenomenon of micro-influencers in brand promotion, emphasizing Rhode's skillful application of this tactic. According to insights from a Forbes article, Rhode benefits from authenticity, increased engagement rates, and high-quality content production when it collaborates with micro-influencers. In this episode, Shasta, a micro-influencer for Rhode Island, shares her own perspective on the function of influencers in brand advocacy. In the conversation, Shasta discusses how she got started creating content, how she found her fashion/beauty niche, and how she initially began influencing for Rhode.

As the episode concludes, host Bryn Hexemer highlights the most important takeaways and hints at the subject of the upcoming episode, which will examine Kim Kardashian's Skims' brand strategy. 

TOPICS

1. Hailey Beiber’s Skin Care Journey with Rhode

2. Rhode’s most recent and renowned marketing campaign 

3. The power of the micro-influencer

4. Shasta’s introduction and background

5. Finding her niche in beauty and fashion

6. How Shasta gained her following on Tiktok

7. Getting PR from Rhode

8. Effectiveness of Rhodes marketing strategies from Shasta’s POV

9. Brands Shasta wants to collaborate with in future

10. Summary of key insights from episode and teaser to next week's brand

RESOURCES

1. Elle Canada - Hailey Bieber’s rhode Skincare Has Officially Launched in Canada by Heather Taylor-Singh

2. Forbes - Micro-Influencers: When Smaller Is Better by Kelly Ehlers

GUEST SPEAKER

Shasta - 22 year old micro-influencer specializing in beauty and fashion from the GTA

Check out her socials here:

Instagram: @shastascipio

TikTok: @shastina

SHOWNOTES

The "GenNext: Brand Strategy" podcast looks deeper into the complexities of marketing to Generation Z by dissecting the strategies employed by today's most popular brands. Hosted by Bryn Hexemer, a marketing enthusiast and MIT student at Western University, the podcast explores various aspects of Gen Z consumer behaviour and the challenges faced by marketers in catering to this demographic.

Hexemer begins by promising bi-weekly episodes, spotlighting different brands and featuring guest appearances from brand ambassadors, influencers, marketing experts, and academic professionals. The overarching goal is to decipher the marketing strategies that resonate with Gen Z consumers.

This episode highlights marketing expert, Jeff Fromm's Forbes article defining why Gen Z is such a difficult demographic to target in the marketing world. Hexemer touches on Gen Z's reliance on social media for news, their emphasis on brand values, their manipulation of algorithms to curate their online experiences, and the importance of transparency in brand communication.

She further explores the challenges posed by Gen Z's short attention spans and their constant exposure to digital stimuli, drawing parallels to the addictive nature of technology.

Host, Bryn Hexemer, reaches out to hear first hand from Gen Z's at local University of Western Ontario, defining their favourite brands and why to gain unique perspectives on effective marketing tactics.

The podcast concludes with a call to action, urging listeners to join the journey of understanding and adapting to Gen Z preferences in marketing. Hexemer emphasizes the dynamic nature of marketing in the digital age and the need for brands to evolve alongside their target audience.

TOPICS

1. Meet the host Bryn Hexemer, an MIT student at Western University

2. Highlighting the importance of understanding Gen Z consumer behavior in marketing.

3. Discussion on Gen Z's reliance on social media for news and information.

4. Exploration of Gen Z's emphasis on brand values and the consequences of brand neutrality.

5. Examination of how Gen Z manipulates social media algorithms to curate their online experiences.

6. Importance of transparency in brand communication with Gen Z and the consequences of greenwashing.

7. Analysis of Gen Z's short attention spans and their constant exposure to digital stimuli.

8. Interview with University of Western students answering what their favourite brand is and why.

9. Conclusion emphasizing the need for brands to adapt to Gen Z preferences and the dynamic nature of marketing in the digital age.

Studies and Articles Referenced in Episode

1. Forbes - ⁠Five Undeniable Truths About Marketing to Gen Z⁠ by Jeff Fromm

2. Pro Morning Consult - ⁠Gen Z News Analysis Study⁠

3. BusinessChief - ⁠Political Nike Ad Example⁠ by Kate Birch

4. The Sustainable Agency - ⁠Delta Greenwashing Class Action Example⁠

5. Medium - ⁠How Technology is Hijacking Your Mind⁠ by Tristan Harris

6. Harvard University - ⁠Dopamine, Smartphones, and You: A battle for your time⁠ by Trevor Haynes

Host Bryn Hexemer takes a critical look into today’s most influential brands and their marketing tactics.  Bi-weekly episodes spotlight a new brand with guest appearances including the brand ambassadors and influencers, experts in the marketing field, and academic professionals. 

This podcast will analyze the strategies today’s most popular brands are using to entice Gen Z as consumers. In season 1, Bryn will explore brands in the food and beverage industry, retail space, and the cosmetic industry. Podcast available on all platforms.