Social media/PR maven and friend, Sarah Evans, let me know Armani paid Kim Kardashian $25K for 1 Tweet. It drove 40,000 people to the Armani website in less than 24 hours. Is she worth it? I had some questions considering:
- It’s a lot of money
- It’s very little work
- It’s something hard to imagine could happen for the rest of us.
Michael Corleone said in The Godfather, “it’s not personal, Sonny; it’s strictly business.” Maybe it is worth it when you consider:
- Kim has 5,030,145 Twitter followers
- 40,000 visitors to a website in less than 24 hours is a big response; it’s a better response rate than most other media channels and definitely quicker
- Armani paid 50 cents per 1,000 followers, a very attractive price by media standards
- 90% of all purchase decisions begin online and 75% are looking for a personal recommendation
- The connection between the brand and the personality is strong
While Armani did not release sales, if 1% (400 people) of 40,000 that went to Armani web site that day spent $62.50 (a conservative average sales per person considering what Armani sells), the tweet would have paid for itself. It 2% went, or that 1% spent $125.00 on average, the ROI would be 2-to-1.
As Kim’s case demonstrates, you see results almost instantly in social media. It’s quantifiable and accountable. My guess is we’ll see more celebrities tweeting for brands.
Do you think Kim Kardashian is worth $25K a tweet?