Scandoval. The affair that shook the Bravo fans worldwide. As we all prepare for the final part of the Vanderpump Rules season 10 reunion, we can’t help but notice the fame bestowed upon Ariana Madix over the last few months – and rightfully so. A queen in her own right, Ariana flawlessly turned a public relations nightmare into countless brand deals, partnerships, and of course, the promotion of Something About Her, a sandwich shop co-owned by fellow Vanderpump Rules actress, Katie Maloney.
But there’s more to this story than just the scandalous affair between Tom Sandoval and Ariana’s former best friend, Raquel (legally named Rachel, which is how I’ll be referring to her in this blog). We’re here to delve into the valuable marketing lessons that have emerged from this monumental time in Bravo history. Ariana Madix’s journey from reality TV to becoming a sought-after spokesperson has captivated brands across all industries, and they are taking note. From LaLa Kent’s “Send It To Darrell” merchandise to Raising Canes and OPI nail polish, companies are seizing the opportunity to capitalize on the Scandoval phenomenon, leaving everyone except Tom and Rachel in the dust. Sorry, not sorry.
So, make your Pump-tini, settle in, and let’s explore how different brands are leveraging Ariana Madix’s influence and the power behind influencer marketing, not to mention how nail polish brands are strategically capitalizing on Tom Sandoval’s signature white nail polish. Prepare for a deep dive into the world of reality TV marketing, where scandal meets strategy and brands find success in the most unexpected places.
Read on to learn from the Scandoval saga and uncover the valuable marketing lessons it has to offer.
The Rise of Ariana Madix as a Spokesperson
In the world of reality TV where drama reigns supreme, few people have managed to turn their 15 minutes of fame into an ongoing gig as an influential spokesperson. Insert Ariana Madix.
Her rise to fame is nothing short of remarkable to say the least. It was love at first sight when she joined the Vanderpump Rules cast in 2013, but little did we know that over the next 10 years, time and time again Ariana would be the person others could relate to on the show the most. Her upfront honesty and transparency about her mental health, relationship issues, and approach to friendships captivated viewers, making her a fan favorite across the board.
Recognizing Ariana’s authenticity, relatability, and business acumen, brands eagerly partnered with her to leverage her influence. Her journey serves as an inspiring example of how reality TV personalities can transform their on-screen presence into meaningful opportunities for brand collaborations and personal success. As we continue to witness Ariana’s impact in the realm of influencer marketing, it becomes clear that her rise is far from over. Her influence will undoubtedly continue to shape the industry for years to come.
The Power of Influencer Marketing
In today’s digital landscape, influencer marketing has become a game-changer for brands seeking to connect with their target audience. It’s all about partnering with influential personalities, like Ariana Madix, to promote products and services in an authentic and relatable way. We see it on TikTok, Instagram, YouTube; really any social media platform quite frankly.
The beauty of influencer marketing lies in its ability to reach a highly targeted audience. When an influencer like Ariana endorses a product, her loyal fan base takes notice. Their trust in her recommendations makes them more likely to consider purchasing. In fact, studies show that influencer marketing delivers a solid return on investment, with 89% of marketers believing it’s comparable to or better than other marketing channels.
One of the main advantages of influencer marketing is the seamless integration of products within an influencer’s personal brand. By creating content that aligns with their lifestyle, influencers like Ariana establish a genuine connection with their audience. This transparency and relatability are highly valued by today’s consumers, who appreciate real experiences over traditional advertising. Today’s consumers are looking for authenticity when choosing where to buy their products and influencer marketing is a shoe-in way for brands to make that connection.
Brands Embracing the Scandoval Effect
Several brands wasted no time capitalizing on the Scandoval effect. Let’s start with Tom Sandoval’s white nail polish. OPI saw an opportunity to connect with consumers who were captivated by this fashion statement and eager to try it for themselves. The nail polish brand made their move by proclaiming that white nail polish is dead thanks to Tom’s obsession with painting his nails white. And while there’s nothing wrong with painting your nails white, you can’t help but not want to share the same style as a serial cheater and a narcissist.
But I’ll put the claws away, as there’s more to learn from other brands welcoming the Scandoval Effect into their marketing strategy with open arms.
Raising Cane’s: Drive-Through with Ariana Madix
When it comes to seizing marketing opportunities, fast-food chain Raising Canes proved they were up for the challenge. In a genius move, they invited Ariana Madix to work at their drive-through for a day, creating a buzz among both Vanderpump Rules fans and chicken finger enthusiasts. This collaboration showcased the brand’s sense of humor and willingness to embrace pop culture trends.
“Send It To Darrell”
LaLa Kent, another prominent cast member on Vanderpump Rules, harnessed the Scandoval effect in her own unique way. Known for her fiery rants and memorable catchphrases, LaLa turned a moment of frustration into a profitable venture by introducing Send It To Darrell merchandise. This phrase, coined during a heated social media rant after Scandoval broke, quickly became a fan favorite. LaLa’s clever business move not only monetized her famous line but also demonstrated the power of turning reality TV moments into tangible products.
Haven’t seen the video yet? It’s too good to miss:
The Lessons for Branding & Marketing Professionals
The Scandoval effect and the rise of Ariana Madix as a spokesperson offer valuable lessons for branding and marketing professionals looking to make an impact:
Embrace Pop Culture and Influential Personalities
The Scandoval effect demonstrates the power of embracing pop culture moments and influential personalities. By aligning your brand with trending topics and collaborating with relevant influencers, you can tap into existing fan bases and gain exposure to new audiences. Raising Cane’s brilliantly harnessed the Scandoval effect by inviting Ariana Madix to work their drive-through, creating an unforgettable experience that resonated with fans and customers alike. This bold move showcased the brand’s ability to connect with their target audience through cultural relevance.
After all, who wouldn’t Ariana handing them a Caniac Combo? I volunteer as tribute.
Transform Reality TV Moments into Tangible Products
When it comes to reality TV, memorable moments can become valuable assets for branding and marketing. LaLa Kent’s clever utilization of her “Send It To Darrell” catchphrase serves as a prime example. By turning this iconic phrase into merchandise, LaLa effectively monetized a moment of tension, tapping into the fan enthusiasm and translating it into tangible products.
Unleashing the Scandoval Effect: Lessons in Branding & Influencer Marketing
Scandoval has provided us with invaluable insights into the power of influencer marketing, the impact of unique trends, and the lessons we can learn for our branding and marketing strategies.
By leveraging influencers like Ariana Madix, brands can tap into their authenticity and relatability, reaching a highly targeted audience with a genuine message. Brands embraced the Scandoval effect, incorporated it into their marketing campaigns, and reaped the benefits of increased consumer engagement and sales. This showcases the importance of staying attuned to cultural trends and finding creative ways to connect with consumers.
As branding and marketing professionals we can learn from the Scandoval phenomenon by embracing authenticity, joining in on unique trends, leveraging influencers, and creating memorable experiences that foster a sense of community. By applying these lessons to our strategies, we can enhance our brand’s visibility, engagement, and ultimately, success.
So, let’s take a cue from Scandoval, Ariana Madix herself, and the brands that capitalized on this phenomenon. As digital marketers we have the ability to infuse our campaign efforts with authenticity, embrace unique trends, and build meaningful connections with our target audience. Together we can create memorable and impactful experiences that leave a lasting impression on consumers.