How Food Truck Marketing Elevates the Kardashian’s Brands

Kylie Jenner Stops Traffic With a Branded Food Truck

Kylie Jenner’s Kylie Cosmetics is a brand that is a juggernaut to be reckoned with. In less than five years, the youngest member of the Kardashian/Jenner clan has built a nearly $1.2 billion brand. So, how’d she do it? Kylie’s strategy is to leverage her Instagram, TikTok and Snapchat accounts to release images of new collections and by posting videos of her swatching and modeling products. She also sends PR boxes to YouTube beauty influencers who review her products on their channels. Simply put, Kylie is skillfully tapped into the seismic shift in today’s eCommerce purchasing culture.

But Kylie dominates headlines because she goes beyond her virtual presence. She reinforces her popularity online with live experiential events that capture media publicity and consumer attention. In 2017, ahead of the release of its holiday collection, Kylie Cosmetics launched the Kylie Truck. This custom-wrapped branded food truck rolled through the streets of L.A. as part of a month-long campaign. From her latest lip kits to accessories, items were displayed on the truck’s front, turning it into a mobile showcase. For an extra special treat, brand ambassadors handed out vanilla cupcakes featuring Kylie Cosmetics’ famous logo on the icing. With tens of thousands of likes on Instagram, her branded food truck dominated social media with a campaign elevating the popularity and charisma of the beauty mogul.