When Onika Maraj (Nicki Minaj) brags about being a “Boss A** B***,” she’s not joking. The A-List pop icon partnered with HSN to release an exclusive fragrance for her perfume line. Originally, the fragrance was only going to be available for one day but due to an overwhelming amount of purchases and social chatter, they extended the offer an extra day. The program itself was 1-hour long, both days. Along with Nicki Minaj, hosts Colleen Lopez and Callie Northagen, spent a great deal of the broadcast driving social chatter. #NickiAtHSN was the official hashtag and Nicki threw to it often during the live airing.
During my MTV days, one of our biggest asks would be for talent to throw to a hashtag on-air. It would always surprise us how fast the hashtag would start trending worldwide after this tactic so I totally get why HSN and Nicki pushed for it. Reading and responding to tweets in real time was also a pretty strong on-air integration tactic that helped to drive sales. Leading up to the broadcast, Nicki shared promotional images with her 18M Twitter followers and her 6M Instagram followers. This led to the hashtag trending worldwide for the majority of the day, during each broadcast.
Nicki’s made it very clear that she understands she’s much more than an artist – she’s a brand. Jay-Z’s partnership with Samsung and Beyonce’s partnership with H&M shows that they too understand how to use their gifts to bring in serious revenue. I truly love Nicki’s partnership because she knew her social reach would allow her to drive sales in real time.
The first day she sold out of the 9k bottles that were available so she returned for a second day to sell another 16k (25k in total). Nuts! Each bottle was sold at $59.50. That’s $1.4M she made in two days. As she often says, “Don’t sleep on The Kid.” I can’t wait to see which A-Lister will adopt this model next. Have you seen any other celebrities use their social following to drive product sales?