I shamelessly love a good old-fashioned impromptu Twitter feud, but the one that just erupted between Kim Kardashian and Armani might have jumped to the top of my list of favorites. Why? For starters, it doesn’t involve Donald Trump (although, I do get immense entertainment from reading those, too), but more importantly it’s a great example of how brands with a strong community management strategy can seize opportunities and resonate with their audience.
The social media savants at Armani were quick to respond to Kim’s distressed tweet about the brand discontinuing her favorite shade of foundation and had a little bit of fun with their response to her (and an additional 32 million followers), which read “Dear Kim – let us know which one you need and we’ll send it to you. And Mr. Armani’s first name is Giorgio.”
This exchange is another great example that demonstrates the power of real-time marketing alongside Oreo’s Superbowl tweet and Arby’s tweet to Pharell during the Grammy’s. The best part? Armani will likely gain a few new customers certain to have discovered the secret to Kim Kardashian’s flawless skin, and Kim will be able to continue looking flawless. Gains from trade are the best, aren’t they?
Looks like someone at Armani deserves a promotion! They’ve got my vote.
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