Marketing the ultimate burn book

How do you respond to criticism? With humor, naturally. When Kendall Jenner faced negative vibes from her critics, making a digital video proved an innovative response. Dazed Media collaborated with Kendall to produce her very own Burn Book, a homage to Mean Girls.

Taking Dazed Video’s vision, I expertly crafted a strategy to propel the Kendall video to viral success; celebrating her number one spot on the inaugural Dazed 100 list, securing Jenner integral fashion industry gravitas, along with high culture column inches.

Results:

• Kendall Jenner exclusive social media launch activation

• 14M earned media impressions. Including features in The Guardian, Glamour, Cosmopolitan, Vogue and the Daily Mail

• 20M+ earned social impressions

• 4.7M views via Youtube