Hailey Bieber’s beauty brand Rhode launched in June 2022. Six months later, the brand is reportedly on track to hit eight figures and has attracted a waitlist of a total of 700,000 people for its products after being sold out several times.
You might think for someone with 50 million Instagram followers and tremendous influence, this is not surprising. I beg to differ. A quick google search will show you how many celebrity brands don’t have this kind of success or are even labeled as ‘cash grabs’. Insider data also tells a different story.
According to Jackie Fast, founder of one of the most successful global sponsorship companies, the average direct conversion rate for Kardasians from one post on Instagram is merely around 0.004%.
Based on her experience, brand awareness is what celebrities bring, brands have to do the rest of the work to convert awareness into purchases.
In this case study, we are breaking down marketing strategies that made Rhode by Hailey Bieber an instant success. Stardom is not the only reason.