The Kylie Jenner mobile game endorsement controversy

Influencer marketing can get tricky and sometimes downright strange. 🥴

Take this next campaign as an example.

Ever thought you’d see Kylie Jenner promoting a mobile game?

Yep, you read that right. 😶

Kylie, with her nearly 400 million Instagram followers, decided to plug a game called Travel Town.

And let’s just say not everyone was thrilled about it.

Join me at Click Analytic as I look at what worked and what didn’t with this influencer marketing promo.

Let’s roll. 👇

Kylie Jenner and Travel Town

Alright, let’s dive into this Kylie Jenner game endorsement saga.

In December, Kylie Jenner, yes, the makeup mogul and reality TV star with a fanbase the size of a small country, decided to shout out a mobile game called Travel Town on her Insta.

View this post on Instagram

A post shared by 》Hillary《 (@kyliekgolden)

Sounds like a match made in heaven, right?

⚠️ Well, not exactly. ⚠️

Imagine scrolling through your Instagram, and there’s Kylie talking up this game.

It’s kind of like seeing your favourite vegan friend raving about a steakhouse.

👉 It’s unexpected, to say the least.

The internet had a field day, tossing around words like “cringy” and “sell-out.”

Honestly, it was a bit of a head-scratcher for everyone and deserves a spot on my list of cringy influencer marketing fails.

Did this shoutout work?

Data says no. 👎

In fact, Similar Web reports that the game only started performing well in the app stores almost 5 weeks after Kylie’s post.

Could this be a delayed impact of Travel Town’s marketing strategy?

I think not.

I used my favourite influencer vetting platform to look at some of Kylie’s stats.

Here’s what I found:

📊 Kylie’s average likes are down by 16% over the last 6 months. Is it because of bad matchups like this one?

📊 Kylie’s audience is interested in luxury goods, beauty and cosmetics, and fashion. Not gaming.

📊 In fact, only 4% of her audience is interested in gaming.

That’s a red flag.

What does it show?

👉 A bad influencer match.

Not convinced?

Do a bit of math with me.

Only 4% of Kylie’s 400M followers (read: 16M) are interested in gaming.

With an engagement rate of 0.9%, that means, at best, only 144K people will engage with this gaming post.

And at an estimated fee of between $2.2M and $4.2M per post, you’re looking at a cost of $15 to $35 for each engagement.

👉 That’s bad ROI.

Remember, likes don’t mean money in your pocket.

And as we’ve seen, Travel Town only recently started performing well in the app stores. Clearly, it’s not because of Kylie’s endorsement.

Here’s my take

I’ve been in the influencer marketing game for years. It’s enough to say that I’ve got the experience to break this campaign apart.

Here’s what I think:

✅ Be real: We all know when something smells fishy. If Kylie really isn’t into gaming, why promote a game? Your audience can tell when you’re not being genuine, and authenticity wins every time.

✅ Know your worth: Kylie promoting small-time apps? It feels off-brand. I think it’s crucial to pick partnerships that reflect your status and vibe. What do you think?

✅ The power of the right fit: There’s a lesson here about choosing partnerships that truly match your brand. For the marketers out there, remember, it’s not just about the big names but the right names.

✅ Feedback is gold: Kylie’s case showed us how vocal fans can be. Listen to what people are saying; it’s free advice on what works and what doesn’t.

✅ Don’t underestimate transparency: If you’re doing an ad, say it loud and proud. People respect honesty, and it keeps you on the right side of trust.

So, what can you do?

If you’re diving into influencer marketing, think about these points:

🎯 Look for a match made in heaven:

Find influencers who genuinely vibe with your product. It’s like setting up two friends on a date; you want sparks to fly!

🎯 Small can be mighty:

Don’t overlook those micro-influencers. They often have super-engaged audiences and can give you more bang for your buck.

🎯 Talk it out:

Got backlash? Engage with it. Understand what didn’t sit right with people and use it to tweak your approach.

🎯 Use an influencer vetting platform:

💡 Avoid bad matches with an influencer vetting platform. Grab this free trial of my favourite influencer vetting platform.

Use it to find and vet influencers before you launch your next campaign.

Kylie’s unexpected game promotion was a curveball that, frankly, not many of us were ready to catch.

It’s a classic reminder that when it comes to celebrity endorsements, authenticity and brand alignment aren’t just nice-to-haves; they’re must-haves.

Kylie Jenner and Travel Town

Here’s my take

So, what can you do?

Get ideas to run profitable influencer campaigns