×

VH1 Employs Digital Celebs to Promo Nicole Richie’s ‘Candidly Nicole’

VH1 is paying five social-media “influencers” to appear in videos promoting season two of “Candidly Nicole” starring Nicole Richie — aimed at getting fans of big Instagram, Twitter and YouTube personalities to tune into the reality TV show this summer.

And there’s another benefit to the tactic: The Viacom-owned cabler will spend far less to market “Candidly Nicole” via the social stars than it would through conventional advertising to reach millions of eyeballs, said Caralene Robinson, VH1’s exec VP of marketing.

“This is absolutely way more efficient,” she said. “We know the reach of the influencers, and we expect these videos to be very shareable.”

Aside from two billboards in L.A. primarily targeted at the trade, VH1 is only spending marketing dollars for “Candidly Nicole” on social promotion. The show follows Richie’s quirky explorations of different topics including relationships, race, gay rights and art, loosely based on thoughts she posts to her Twitter feed.

The five social celebs, who have an aggregate fanbase of 8.4 million followers, are: The Fat Jew, comic-actor-writer Josh Ostrovsky, who has 5 million followers on Instagram alone; baddiewinkle, an 86-year-old Kentucky grandma who posts her offbeat antics on Twitter and Instagram; YouTube fashion vlogger Jenn ImHannah Bronfman, DJ, model, entrepreneur and fitness expert with a sizable presence on Instagram, Twitter and Snapchat; and Girl With No Job, former New York U. student Claudia Oshry, who has made a career from blogging about not wanting a job.

“I follow all of them, and we’re mutual fans of each other,” said Richie, daughter of singer Lionel Richie. Bronfman, she noted, will be appearing in the upcoming season of “Candidly Nicole.”

The five short videos show Richie in different adventures with each social star. They’ll launch over the two weeks leading up to VH1’s season two premiere July 29.

Richie actually has a bigger digital persona than most of the social-media figures she’s teamed up with: She has 4.8 million Twitter followers and 2.6 million Instagram fans.

VH1’s half-hour “Candidly Nicole” is based on AOL’s shortform original “#CandidlyNicole,” which ran for two seasons on the Internet site. (VH1 dispensed with the hashtag for the TV version in the belief the show would be easier to find without it.) At this point, Richie said, there are no talks with AOL for a third season.

Richie and the five social personalities will share the videos with their followers, and VH1 also will publicize them through paid posts on Facebook, Twitter, Instagram and Snapchat. During the show’s eight-week run, the cabler will continue to focus on digital marketing, which is set to include Richie live-tweeting each episode.

VH1’s target demo for the show are adult millennial females “who are big consumers of pop culture, very much active in digital and social space,” Robinson said. The new campaign reflects those consumers’ shifting media-consumption patterns: “At the end of the day we have to get it right, because this is where our audience lives.”

In another “Candidly Nicole” marketing component, VH1 and Richie have pacted with Birchbox, which delivers curated packages of product samples to customers for $10 per month. Under the deal, Richie will select assorted beauty products for an upcoming Birchbox shipment.

“Candidly Nicole” is produced by Warner Bros.’ Telepictures, World of Wonder and Richie’s Honey Child Prods. for VH1. The 33-year-old’s previous TV gigs include five seasons on Fox’s “The Simple Life” with her socialite pal Paris Hilton.

Watch the teaser video for the “Candidly Nicole” promos with the social stars:

More TV

  • Sebastian Maniscalco

    Sebastian Maniscalco to Host MTV VMAs

    MTV has announced that comedian, actor and best-selling author Sebastian Maniscalco will host the 2019 “VMAs” live from the Prudential Center in Newark, New Jersey on Monday, Aug. 26. Last year, Maniscalco published his best selling book “Stay Hungry,” followed by a stand up tour of the same name. The comedian has also sold out [...]

  • T-Pain, Faheem Rashad Najm. T-Pain performs

    TV News Roundup: 'T-Pain's School of Business' Sets August Premiere

    In today’s roundup, “T-Pain’s School of Business” sets an August 6 premiere on Fuse, and OWN greenlights a new talks series. EXECUTIVE NEWS Matt Brodlie is leaving his role as director of original film at Netflix to join the Disney+ content marketing team as senior vice president of international content development. In his new role, [...]

  • Songs for Screens Powered by Mac

    Songs For Screens: Labrinth on Scoring HBO’s Drake-Produced Drama 'Euphoria'

    British singer-songwriter Labrinth (née Timothy Lee McKenzie) has been having one of the biggest years of his nearly decade-long career, from the April release of his collaborative album with L.S.D. (a.k.a. Labrinth Sia & Diplo) to his starring role in the latest campaign for MINI, where he reinterprets Cole Porter’s cowboy classic “Don’t Fence Me [...]

  • The Office

    'The Office' to Stream Exclusively on NBCUniversal Service Beginning in 2021

    NBCUniversal announced Tuesday that it will begin streaming “The Office” exclusively on its standalone streaming service beginning in 2021. The popular comedy series will leave Netflix once the current deal with NBCU expires at the end of 2020, the same year that NBCU plans to launch its ad-supported streaming service. All nine seasons of the [...]

  • 'Lincoln Lawyer' Series in Development at

    'Lincoln Lawyer' Series in Development at CBS from David E. Kelley

    David E. Kelley is returning once more to the court of legal dramas. CBS has issued a series production commitment for “The Lincoln Lawyer,” with Kelley in position to pen and executive produce. Based on the series of bestselling novels by Michael Connelly, the show hails from A+E Studios in association with CBS TV Studios. [...]

  • Patrick Somerville'Maniac' TV Show premiere, London,

    'Maniac' Creator to Helm 'Made for Love,' 'Station Eleven' for WarnerMedia

    “Maniac” creator Patrick Somerville has signed on to helm two new series, “Made for Love” and “Station Eleven,” for WarnerMedia’s upcoming streaming service. “Made for Love,” which will be executive produced and directed by S.J. Clarkson, is a 10-episode, straight-to-series adaptation based on the novel of the same name by Alissa Nutting. The half-hour comedy [...]

  • Naomi Watts and Gretchen Carlson'The Loudest

    ‘The Loudest Voice’ Stars Naomi Watts, Russell Crowe Talk Roger Ailes

    Roger Ailes may have been the force behind the creation of Fox News, but the late newsman’s legacy will forever be his atrocious sexual harassment of several of the network’s female anchors and producers. Showtime premiered its new limited series “The Loudest Voice,” which chronicles Ailes’ rise and fall, on Monday night at the Paris [...]

More From Our Brands

Access exclusive content