Speaker 1: Hello and welcome to Outspoken. It's your dose of the
Speaker 1: hottest influencer and pop culture news twice a week. I'm
Speaker 1: Amy Torba and coming up on today's show, kicks marketing
Speaker 1: stunt that didn't live up to expectations. UK crowds flocked
Speaker 1: to see Anna, Paul and Sarah's day called out for
Speaker 1: an alleged car park incident, But first pajama entrepreneur Sophie
Speaker 1: Casia's push to resurrect her mummy blogger career is reaching
Speaker 1: fever pitch. Over the weekend, Sophie revealed the intimate moment
Speaker 1: she broke her pregnancy news to her daughter Florence, and
Speaker 1: shared her gender reveal to her two hundred thousand followers,
Speaker 1: Now Sophie. On Friday's show, we discussed how Sophie has
Speaker 1: launched a new family vlogging channel, and over the weekend
Speaker 1: she dropped her second video.
Speaker 2: How did this one fair?
Speaker 1: Well?
Speaker 2: It fared a lot better.
Speaker 1: So since Friday, Sophie's subs count has risen to three
Speaker 1: hundred and thirty five and at the time of recording
Speaker 1: this recent video has thirty eight thousand views, so there's
Speaker 1: definitely a lot more interest around her pregnancy now. Sophie's
Speaker 1: second YouTube video was entitled Hey Flossy, You're a big sis.
Speaker 2: And this video was really a fly on the wall.
Speaker 1: Look at how Sophie broke the news to a seven
Speaker 1: year old daughter, Florence. She had planned on keeping it
Speaker 1: a secret from Florence up until the twelve week Marcus.
Speaker 1: She was concerned she might start telling people at school. Interestingly,
Speaker 1: she told her son Bobby before Florence because he's ten,
Speaker 1: so he's three years older and she thought that he
Speaker 1: would be able to keep.
Speaker 2: It under wraps. How do you feel about her telling
Speaker 2: one child or not the other.
Speaker 1: Well, this happened a bit when we were growing up
Speaker 1: because you couldn't keep a secret. So it's not true. Yeah,
Speaker 1: not the secret part. I'm not good at keeping secrets.
Speaker 1: But I don't think that they told you things. I
Speaker 1: think they just didn't one less. I'm just finding out
Speaker 1: about that now. Well, I hate to break it to you,
Speaker 1: but there were some secrets kept from you. It's an
Speaker 1: interesting move, though, because it's not as if Bobby is
Speaker 1: a teenager.
Speaker 2: He's only ten years old.
Speaker 1: Obviously he did a good job at keeping a secret, though.
Speaker 1: Now Sophie ended up having to reveal the news to
Speaker 1: Flossi earlier because during her first trimester, she started to
Speaker 1: feel really sick and she was struggling to find the
Speaker 1: energy to do anything during the school holidays, and she
Speaker 1: said that she started to feel like a really shit
Speaker 1: mum and she wanted to explain to Flossy why. Here's
Speaker 1: how she broke the news to her.
Speaker 3: Yea, my little baby, but you are how old now?
Speaker 3: Seven seven years old? You're not in nappies anymore, and
Speaker 3: you're not having a bottle anymore. Ego, I still like milk? Yeah,
Speaker 3: And you know how mummy has been so sick lately.
Speaker 3: Mummy has just been so tired. Can you think why?
Speaker 3: Because of working? Yeah, working a lot. Hey, She's always
Speaker 3: so tired, isn't she?
Speaker 2: But there is another reason.
Speaker 4: What's something you have wanted for a very long time?
Speaker 5: You what is selling you wanted a very long time?
Speaker 1: Another?
Speaker 3: Simummy's having a baby. There's a baby in my belly.
Speaker 1: This was a very sweet clip and you can tell
Speaker 1: how genuinely excited Flossi was. She even shed a few
Speaker 1: tears after finding out the news. And I can tell
Speaker 1: why Sophia started a family channel because Flossi provides great content,
Speaker 1: like she is funny.
Speaker 6: Will she aware that the camera was up because they
Speaker 6: set it up?
Speaker 1: Oh? Okay, I suppose Sophie films most of her life,
Speaker 1: so it's probably not that big of a deal. Well,
Speaker 1: I got the vibe that she's announced to her hate
Speaker 1: we're doing a family channel, and I'm sure at Flossi's
Speaker 1: school all of the kids want to be YouTuber, so
Speaker 1: it's probably quite cool being like, wow, my mum has
Speaker 1: all these followers, we're starting up a YouTube channel. And
Speaker 1: Flossi probably was aware that Sophie and Maddie were going
Speaker 1: through fertility treatment together the year prior, so it must
Speaker 1: have been a topic of conversation in their household. Well yeah,
Speaker 1: Sophie said that Flossi has been warning a sibling for
Speaker 1: so long now, in particular a sister.
Speaker 2: Now.
Speaker 1: When questions turned to the baby's gender, Sophie told Flossi
Speaker 1: that they'd be holding a gender reveal. And at this
Speaker 1: point it's where Flossi made it very clear that she
Speaker 1: wanted a sister. She said, if it's a boy, he
Speaker 1: can stay outside. She will never feed him and never
Speaker 1: change him. We also found out in this YouTube video
Speaker 1: that Sophie had broken the news to her ex husband
Speaker 1: Jared already. Oh, it's interesting that she even divulged that
Speaker 1: piece of information.
Speaker 2: Well, she's clever.
Speaker 1: She knows that people are invested in her former relationship
Speaker 1: with Jared, and she wants to put rumors to bed
Speaker 1: that there's a rift going on between them because he
Speaker 1: does have a new partner now. She wants everyone to
Speaker 1: know that they're happy families.
Speaker 6: I wonder if people message her asking if he was
Speaker 6: a sperm donor.
Speaker 2: That's the thing.
Speaker 1: After Sophie made her pregnancy announcement, there are a lot
Speaker 1: of questions of people saying who's the father?
Speaker 2: And I thought it was fairly.
Speaker 1: Obvious that it was a sperm donor because of her
Speaker 1: previous situation with Maddie, how they've been going through IVF.
Speaker 1: Maybe people were asking who's the father in terms of
Speaker 1: is it a friend that's donated their sperm? Yeah, I
Speaker 1: think people are saying, oh, is it Jared or who
Speaker 1: is it someone they know. She hasn't come out and
Speaker 1: confirmed any of this information, and it really isn't anyone's
Speaker 1: business now. On Friday night, Sophie held a small gender
Speaker 1: reveal dinner with her kids and a couple of friends,
Speaker 1: two of which play for Essendon.
Speaker 2: And this is worth mentioning.
Speaker 1: Because Sophie was previously dating an Essendon player called Sophie
Speaker 1: vander Hoovel and she was a notable absentee.
Speaker 2: Yet two other Essendon players were there. Does she go
Speaker 2: for Essendon? I think yeah, I think she does. I
Speaker 2: think so. She's always got these athletes around.
Speaker 1: Sophie vanderho will not being at this dinner clearly shows
Speaker 1: that they're not getting back together.
Speaker 2: They're no longer a thing.
Speaker 1: It's pretty clear that Sophie is keen to drive up
Speaker 1: her social media engagement levels with these baby milestones, because
Speaker 1: ahead of the big reveal, she shared a video of
Speaker 1: herself dressed up with her bump front and center with
Speaker 1: the caption boy or girl. I never found out what
Speaker 1: my babies were and had no intention this time around
Speaker 1: until Bobby and floss demanded a gender reveal, So.
Speaker 2: Let's do this babies now.
Speaker 1: I found this caption confusing because in her YouTube video
Speaker 1: with Flossy, Sophie was the one who told FLOSSI, we're
Speaker 1: going to be doing a gender reveal. I wonder if
Speaker 1: she's trying to play down her desire to have one
Speaker 1: because she doesn't want to be accused of trying to
Speaker 1: generate more baby content to draw and followers. It was
Speaker 1: amusing because in the comment section there are a lot
Speaker 1: of people making a big fuss because Sophie was wearing
Speaker 1: a ring with three blue stones and they thought this
Speaker 1: must be a clue, but she confirmed, I've had this
Speaker 1: ring for twelve months.
Speaker 6: I genuinely don't know. I'm being surprised.
Speaker 1: You would never be so brazen because in this real
Speaker 1: they zoomed up on the blue ring. Now, Sophie opted
Speaker 1: for a white heart shaped vintage cake with oh Baby Ritt,
Speaker 1: and she was very quick to share the news on socials,
Speaker 1: posting a photo of her daughter Flossy, cheering and pumping
Speaker 1: her fists in the air as a pink center was revealed.
Speaker 1: And this photo is classic because in the background, whilst
Speaker 1: Flossi is celebrating, you can see her brother Bobby with
Speaker 1: a very red face and his head in his hands,
Speaker 1: while Sophie is clearly having to console him over the news. Gosh,
Speaker 1: this is giving me flashbacks to Sarah's Day's baby reveal.
Speaker 6: There's always someone who's unhappy, That's why they're.
Speaker 1: Always so awkward now, Sophie captioned the post case closed,
Speaker 1: and followers were quick to comment on Bobby's reaction, with
Speaker 1: influencer Tully Smythe writing Bobby looks thrilled, and a follower
Speaker 1: wrote never has a picture said a.
Speaker 2: Thousand words ever rung more true.
Speaker 1: Sophie thanked her followers for their messages and wrote, yes,
Speaker 1: Bobby is okay. Someone was going to be disappointed either way,
Speaker 1: but he was laughing, saying no another one dancing around
Speaker 1: the house singing Jojo Siwa. Sophie really is bearing it
Speaker 1: all on social media, because on Sunday night, a video
Speaker 1: popped up of her asking Flossy if she wanted to
Speaker 1: feel her pregnant belly.
Speaker 2: This is what unfolded. Do you want to look at
Speaker 2: her nowm.
Speaker 3: Me?
Speaker 6: I love how Sophie's like it wasn't me.
Speaker 1: It's like it actually totally looked like it was her
Speaker 1: in that vision. What you also can't see in that
Speaker 1: vision is they start playing like this beautiful music it's
Speaker 1: all in black and white as Flossy's touching Sophie's belly,
Speaker 1: and then out of nowhere, Flossi starts grabbing her mum's
Speaker 1: boobs and starts like pushing them up and moving to side.
Speaker 2: Oh this made me laugh so much. Keeping it real,
Speaker 2: yeah brahm.
Speaker 1: We also got a bit of an insight into the
Speaker 1: name selection process. So on Saturday morning, Sophie shared Flossy's
Speaker 1: name suggestions.
Speaker 4: So I was quickly tell everyone, what are your top
Speaker 4: three names for you, sister? So the sad one is
Speaker 4: Zadi zady.
Speaker 2: H h, the second is no Nora beautiful, and the
Speaker 2: first one it's Olive. Olive for the first one, thank you.
Speaker 1: It looks like Sophie is keeping her girl's names close
Speaker 1: to her chest and a secret from her daughter because
Speaker 1: she probably doesn't want her blurting them out to everyone,
Speaker 1: because this is another money making moment. That is something
Speaker 1: the influences start using. Is the big grand name reveal.
Speaker 1: I don't mind the name Olive. I think that's quite cute. Yeah,
Speaker 1: some of them are pretty cute. Now. When it comes
Speaker 1: to baby names, Sophie has an interesting track record because
Speaker 1: when Florence was born, Sophie actually named her Betty Margaret,
Speaker 1: and then two weeks later she backflipped and said she
Speaker 1: didn't like the name and announced on Instagram that she
Speaker 1: was changing it to Florence Betty, so she probably wants
Speaker 1: to make sure that she sees this baby and sees
Speaker 1: what they look like.
Speaker 2: Before setting a name in Stone.
Speaker 1: Well, as we discussed on Friday's show, it's clear that
Speaker 1: Sophie is trying to resurrect her former mummy blogging days. Yeah,
Speaker 1: because she really built a very engaged community when she
Speaker 1: was known as the Young Mummy and that helped her
Speaker 1: with her string of businesses and also bring in a
Speaker 1: huge amount of endorsement deals, and they seem to have
Speaker 1: been on the decline. And whilst we said on Friday
Speaker 1: that she lost followers on the day that she broke
Speaker 1: her baby news, in the past few days she has
Speaker 1: gained over one thousand new followers as she starts to
Speaker 1: trickle out more baby content, and her last three posts
Speaker 1: have fed well. So the gender reveal got twenty thousand
Speaker 1: likes and the other two posts got around the ten
Speaker 1: thousand like mark. This is in comparison to her past
Speaker 1: content which had been only hitting around one thousand likes.
Speaker 2: With all of the engagement comes the trolls.
Speaker 1: So one woman wrote kids must be so confused, and
Speaker 1: Sophie reshared the comment and she even shared the lady's
Speaker 1: name and profile photo and wrote no, not at all
Speaker 1: for ten and seven. They are clearly much more educated
Speaker 1: than you, and she shared a cloud emoji. I think
Speaker 1: it's really awful that people are making comments like this
Speaker 1: and speculating about who the father is and making comments
Speaker 1: that children will be confused, clearly because she's decided to
Speaker 1: do it on her own. There's a lot of women
Speaker 1: who find themselves in a situation where they do have
Speaker 1: to have a child on their own, or they choose
Speaker 1: to have another child on their own, and I think
Speaker 1: that what Sophie's doing here is Whilst yes I question
Speaker 1: some of the strategy around what she's sharing and whether
Speaker 1: it is invading her children's privacy, I think it's important
Speaker 1: for single women to be seeing someone doing it on
Speaker 1: their own and going through the IVF route, and I'm
Speaker 1: sure that she will open up in more detail about.
Speaker 2: Her decision to go through IVF.
Speaker 1: Do you want to know some tear Mike popular Instagram
Speaker 1: account influencer updates Au has revealed Sarah's Day allegedly has
Speaker 1: no etiquette when it comes to parking, so occasionally the
Speaker 1: account runs a segment called blind items where followers write
Speaker 1: in with unverified stories about influencers and aims of the
Speaker 1: influencers are concealed for the general public but revealed to
Speaker 1: paid subscribers. So I really hope Amber doesn't mind us
Speaker 1: sharing this one, but it's too funny not to.
Speaker 2: Now.
Speaker 1: One follower wrote in saying Blank blatantly took my car
Speaker 1: park when I had my indicator on rude. Now Blank
Speaker 1: is Sarah's day, and that was revealed to Amber subscribers.
Speaker 1: And again, this story is unverified, but I think it's
Speaker 1: important to touch on because everyone loves a road rage
Speaker 1: story or a car park story. So this follower explained
Speaker 1: that she was at Crinulla Mole when she spotted Sarah's
Speaker 1: day in her range rover trying to reverse into a park.
Speaker 6: Firstly, I have an issue with people trying to reverse
Speaker 6: into pasts.
Speaker 1: I don't now because we both recently traded our very
Speaker 1: old cars in and got a new car, so I
Speaker 1: now have a reversing camera and sometimes I think it
Speaker 1: is easier to use the reversing camera to get in.
Speaker 2: This is what I've discovered.
Speaker 1: I've been like, Wow, is that why all those dickheads
Speaker 1: are doing so fucking annoying?
Speaker 6: Especially when you're waiting for someone to.
Speaker 1: Park anyway, it's always men doing it too, so I'm
Speaker 1: surprised that Sarah was allegedly doing it well. The follower
Speaker 1: remembers thinking at the time that it was a tight
Speaker 1: park for such a big car like that to get into.
Speaker 1: So as she was waiting for Sarah to allegedly get
Speaker 1: into the park, she drove her head and spotted a
Speaker 1: man with his keys, So she signaled to him that
Speaker 1: she was looking for a park, and he pointed at
Speaker 1: his car to indicate it was his car and he's leaving,
Speaker 1: so they both gave one another the thumbs up. Now,
Speaker 1: the follower proceeded to put her indicator on and reverse back.
Speaker 1: Now as the guy drove out of the park, allegedly
Speaker 1: Sarah's day swooped in and drove straight into the park.
Speaker 1: The follower said, I could not believe it. Even the
Speaker 1: car behind me put their hands up to me like
Speaker 1: what the fuck?
Speaker 2: It was wild.
Speaker 1: The follower then had to reverse back into the car
Speaker 1: park that Sarah was originally trying to get into. Now,
Speaker 1: she said that when Sarah exited the car, she allegedly
Speaker 1: put her head down and didn't face her.
Speaker 6: That's when you know someone has done wrong.
Speaker 1: This is the sort of shit that people paul when
Speaker 1: it's Christmas shopping or end of year's sales. People are
Speaker 1: absolutely ruthless when it comes.
Speaker 2: To the car.
Speaker 1: It's always these people in these rain drovers as well,
Speaker 1: doing this kind of shady shit. I don't want to generalize,
Speaker 1: but I feel like the majority of people who drive
Speaker 1: luxury branded cars always act more entitled on the roads
Speaker 1: and they think that they always have the right of way.
Speaker 1: I don't imagine if this was Kate and someone had
Speaker 1: done this to her, she would have dead set lost her.
Speaker 1: She's had a lot of run ins because she it
Speaker 1: sounds bad, but she sometimes doesn't know when to not
Speaker 1: keep her mouth shut but to just move on. I
Speaker 1: remember ten years ago Kate was driving along King William Road.
Speaker 1: This is for Adelaide listeners and it's a beautiful row.
Speaker 1: There's a very prestigious road. Anyway, she was driving along
Speaker 1: and this cyclist got in her way or they don't
Speaker 1: know they did the wrong thing.
Speaker 2: She tuted them.
Speaker 1: She tuoted them, and I think she is quick to
Speaker 1: give the finger as well. And this always bothers me
Speaker 1: because being her an identical sister I'm so worried that
Speaker 1: she'll give the finger to someone that I know. And
Speaker 1: in my whole life, I have never ever, ever given
Speaker 1: anyone the finger in the car.
Speaker 2: That's where we differ. I never twat my horn.
Speaker 1: Well, this person came out and like pounded on the
Speaker 1: front of her car kind of as like a warning,
Speaker 1: and she but then she also gave it back to
Speaker 1: him and said, don't do that.
Speaker 2: And I said, okay, this guy could come.
Speaker 1: And literally punch you in the face, like you never know,
Speaker 1: that's my warning.
Speaker 2: I would never respond to anyone in that situation.
Speaker 1: The worst thing is any time I see a road
Speaker 1: rage incident happening, I will take my phone out and film.
Speaker 1: I remember seeing this guy he was once smashing people's
Speaker 1: side mirrors off their car and I started to film,
Speaker 1: and Dale was like, just put your camera down because
Speaker 1: you're gonna be next if he sees you. Going back
Speaker 1: to the Sarah's Day scenario, the only thing I know,
Speaker 1: again this is unverified, but this did happen. The only
Speaker 1: thing working in her favor is that there was another
Speaker 1: car park, So maybe the person who wrote in had
Speaker 1: a smaller car.
Speaker 2: She thought, well, there's another car park there shit. That
Speaker 2: is just such shit behavior.
Speaker 1: I think we need to put up a question box
Speaker 1: on our Instagram and I wanted to hear listeners either
Speaker 1: worst road rage incidents or worst car park situations, because
Speaker 1: I think everyone has a funny one.
Speaker 2: I'm doing a big greet in London this Saturday, twenty
Speaker 2: seventh of July for this.
Speaker 1: My high loved TikToker Anna Paul has proven her influence
Speaker 1: and fame transcends Australian Shaws, with crowds flocking to see
Speaker 1: the only fans creator at.
Speaker 2: Her first meet and greet in the UK.
Speaker 1: So Anna's appearance was held in Boots, which is a
Speaker 1: UK retailer who was stocking her toothpaste collab with High Smile.
Speaker 1: And ahead of the appearance, Anna shared a professional video
Speaker 1: of her running past iconic British landmarks including Big Ben
Speaker 1: and the London Eye to hail a pink wrapped in
Speaker 1: High Smile branding.
Speaker 2: It was a really nice touch because.
Speaker 1: They had the Sex and the City theme song playing
Speaker 1: in the background of this clip.
Speaker 2: A bit confusing that they're not in New York, but yeah,
Speaker 2: that is a good point.
Speaker 1: But it was just fun and it was like this
Speaker 1: small girl in the Big City, and this video quickly
Speaker 1: attracted three million views. She also put a call out
Speaker 1: on her TikTok for anyone who wanted to come down
Speaker 1: and meet her while she was at a westfield at
Speaker 1: White City.
Speaker 2: And she is known for shutting down shopping centers in.
Speaker 1: Australia, and we saw the exact same reception in the UK.
Speaker 1: So there were fans flocking to catch a glimpse of
Speaker 1: her on every single floor of the department store, and
Speaker 1: there were fans crying and visibly shaking in the crowd.
Speaker 1: And she kept it real as always because she uploaded
Speaker 1: a TikTok of her sneaking tic TACs every time a
Speaker 1: new group of fans would come up for a photo,
Speaker 1: so that she had fresh breath. I saw this and
Speaker 1: all I can think was, oh my god, you're going
Speaker 1: to be so sick after that, because mints have a
Speaker 1: directic effect.
Speaker 2: Well, I had a different thought.
Speaker 1: Isn't it quite ironic that she is flogging a toothpaste,
Speaker 1: So you would think that your toothpaste, if it's great,
Speaker 1: it would give you fresh breath. You wouldn't have to
Speaker 1: be eating all of these tic tags. Yeah, but high
Speaker 1: smiles about widening your teeth, not necessarily comoting fresh breath. Well,
Speaker 1: in saying that this flavor is cotton candy, which has
Speaker 1: raised a few eyebrows, it's probably not giving you fresh breath.
Speaker 1: It's a pretty clever technique to take him in every
Speaker 1: time you meet someone, because it would be the worst
Speaker 1: if you were as big as Anna Pole is, and
Speaker 1: literally if one person made a TikTok saying, oh.
Speaker 2: Fuck her breath stuff, that's kind. It's not a good look.
Speaker 1: It ruin's the illusion you've lined up to meet someone
Speaker 1: whose breath is overpowering. It's like when we met Hillary
Speaker 1: Duff when we were at high school. And sorry, just
Speaker 1: a little subtle flex there, but she smelled so good
Speaker 1: and she had her own perfume brand, so again she
Speaker 1: had to smell good. Yeah, getting back to this meet
Speaker 1: and greet. What got a lot of people talking was
Speaker 1: the fact that her room boyfriend, Amerik was in the background,
Speaker 1: so he was standing sort of behind a sign right
Speaker 1: behind Anna as she was meeting everyone. But you could
Speaker 1: see like half of his face and he was just gushing.
Speaker 1: He looked so proud, and it led followers to comment
Speaker 1: just how in love he looks so one follower wrote
Speaker 1: the way he's looking at you and smiling, girl, he
Speaker 1: loves you, whilst another said look at how love a
Speaker 1: boy on the side looks at Anna. I'm surprised he
Speaker 1: even came down because there has been so much discussion
Speaker 1: online about these two. But if you think about it,
Speaker 1: it only really helps Anna Paul's brand because it builds
Speaker 1: further engagement to her content.
Speaker 2: She wants people talking about her.
Speaker 1: It reminds me of being a teenager when you would
Speaker 1: know everyone that was associated with the celebrity that you
Speaker 1: were into. I mean, you touched on Hillary Duff before,
Speaker 1: but you'd know who were best friends.
Speaker 2: I knew that was Troy, her security guy, exactly.
Speaker 1: It kind of builds the hype around that person as
Speaker 1: well when their little friends are their two.
Speaker 2: We hope you have a wonderful workout.
Speaker 1: Over the weekend, Steph Claire Smith and Laura Henshaw teased
Speaker 1: that they were set to drop some big news about
Speaker 1: their fitness app Kick. Their much talked about marketing team
Speaker 1: took a page out of Taylor Swift's book, dropping easter
Speaker 1: eggs and building anticipation for the grand reveal. Yet many
Speaker 1: followers were left underwhelmed by the lackluster and confusing announcement.
Speaker 2: So how did this all kickoff?
Speaker 5: Well?
Speaker 1: On Friday, Steph, Laura, and the Kick app all simultaneously
Speaker 1: changed their profile picks on Instagram to a random photo
Speaker 1: of a bell with a maroon background, and from there
Speaker 1: they then started breadcrumbing clues saying that something big was coming,
Speaker 1: and over the weekend they continued it by uploading a
Speaker 1: series of reels. So one of the reels was of
Speaker 1: a bell with the caption please ring bell for service,
Speaker 1: followed by a video of a phone off the hook
Speaker 1: with the words sorry, we couldn't take your call. And
Speaker 1: the last one was a video of Laura in a
Speaker 1: marone blazer putting on a scarf with a gold name
Speaker 1: badge on and the caption read Laura will be with
Speaker 1: you in a moment. These clue videos performed really well
Speaker 1: on socials and they attracted one hundred to two hundred
Speaker 1: thousand views per video, and the comment section was also
Speaker 1: full of people speculating what Kick was going to drop,
Speaker 1: and they were guessing that it had to be something
Speaker 1: big seeing as they put so much effort into the campaign.
Speaker 1: One follower asked, is it an overseas trip to which
Speaker 1: Kick responded, we will require one of those after working
Speaker 1: on this campaign. Now, quite a few people predicted Kick
Speaker 1: was going to launch a new retreat well. Others thought
Speaker 1: perhaps it was a studio. Others also speculated that maybe
Speaker 1: this was a collaboration with Shameless, as Kick was fresh
Speaker 1: from launching a collaboration with Frank Green, and all of
Speaker 1: those three brands are very connected, so it would have
Speaker 1: made sense.
Speaker 2: Now.
Speaker 1: This marketing campaign definitely drummed up a lot of interest,
Speaker 1: with many followers saying that the anticipation was killing them
Speaker 1: over the weekend and they were desperate to find out
Speaker 1: what the women had planned. Many also praised the intrigue
Speaker 1: that the campaign was generating, saying that they'd taken a
Speaker 1: leaf out of Taylor Swift's marketing book with the use
Speaker 1: of Easter eggs. Now On Monday, Kick made the grand
Speaker 1: reveal with a professionally shot video, and in it, the
Speaker 1: women were dressed in Maron suits and they played the
Speaker 1: parts of conci urges.
Speaker 2: Let's throw to the clip.
Speaker 5: Hello Queen, Welcome to Kick Concierge, your personalized Pilarti's service.
Speaker 5: Everything here is designed to flow around you. No cancelation
Speaker 5: fees no reightless. I beg your pardon right Sandby, there's
Speaker 5: a noise complaint coming from the pink room.
Speaker 4: Sounds like someone's enjoying us spicy new workouts.
Speaker 5: Step right this way and let's find your perfect flow.
Speaker 2: So you're in your Pilate's era.
Speaker 5: You love the burn, You've got five no tennes move
Speaker 5: and you want unlimited classes for under twenty dollars a month.
Speaker 4: Peek out.
Speaker 2: We've got just the flow for you.
Speaker 1: I have to say, because this isn't a visual medium,
Speaker 1: that the girls looked great in their uniforms, like I
Speaker 1: think that was a big drawer card for them. It
Speaker 1: was very marketable. But there was a bit of rage
Speaker 1: baiting going on. We've spoken about this before. I found
Speaker 1: it difficult to watch well. A lot of people were
Speaker 1: saying that it was a little bit cringe.
Speaker 2: Yes.
Speaker 1: I also had to watch this video quite a number
Speaker 1: of times to make sense of what the key message
Speaker 1: was and what they'd actually revealed, because when I listened
Speaker 1: a few times, the crux of it is that they're
Speaker 1: saying they're launching a concierge service to Taylor, a personalized
Speaker 1: polarate service to you through their app.
Speaker 2: So what they're doing is it's a bit of a gimmick.
Speaker 1: So they've put up a phone number and for one morning,
Speaker 1: people can ring in and speak to Laura and Steph
Speaker 1: about their Polarate's plan and what will suit them on
Speaker 1: the Kick app. And they're also desperate for people to
Speaker 1: fill out a survey, so the survey instructs.
Speaker 2: You of which Polarates program will best suit you on
Speaker 2: the app as well.
Speaker 1: So it's a way to get people's email addresses, and
Speaker 1: it's a way to get people signing up to the app. Yeah,
Speaker 1: it's a way to drive more sales and get more
Speaker 1: people signing up to Kick. When I saw the big reveal,
Speaker 1: I thought that Stephan Laura must have done some collaboration
Speaker 1: with Libra or another period brand, because I swear I
Speaker 1: have seen a similar ad on TV where they're because
Speaker 1: I even mentioned their flow and I mean, what flow
Speaker 1: is a Polarates term, but the tagline was designed to
Speaker 1: flow around you, and it confused me because there's also
Speaker 1: a very popular period tracking app called Flow And there
Speaker 1: was so much Marone and Reds used in all of
Speaker 1: these clues that I thought maybe they were going to
Speaker 1: come out with a collaboration with Flow, and they were
Speaker 1: going to talk about tracking your period when you're working
Speaker 1: out and how best to schedule in your workouts during
Speaker 1: your cycle, because that's something that interests a lot of women.
Speaker 1: I would have been really excited for an announcement like that.
Speaker 1: They also ended up whole a live where they broadcast
Speaker 1: some of the phone calls, which was very awkward to watch.
Speaker 1: So I joined the live and there are around two
Speaker 1: hundred people in there and was basically the two girls
Speaker 1: sitting on a couch with their phone on loud speaker
Speaker 1: and someone drawling on about their pilates workouts, and I was.
Speaker 2: Like, what the fuck is this?
Speaker 1: It reminds me of one of those old school telephones
Speaker 1: that they'd run and everyone would want people to ring
Speaker 1: in today Nate to a particular cause, just on the
Speaker 1: off chance that you.
Speaker 2: Can speak to a celebrity.
Speaker 1: Yeah, because the people that desperate to ring in to
Speaker 1: speak to Stephani, they must be They're apparently ringing off
Speaker 1: the hook so much so that the line went down
Speaker 1: and then the survey went down, So I mean.
Speaker 2: Did you ring? Of course they didn't ring. I had
Speaker 2: always jokes a lot.
Speaker 6: Of listeners joke that you and Kate, just love Stefan Laura.
Speaker 2: I am a kick girl.
Speaker 1: So that's why when they said that they've got this announcement,
Speaker 1: I think, he, oh my god.
Speaker 2: What is it?
Speaker 1: Because I really enjoy their app I really enjoy their community,
Speaker 1: but I felt a bit let down by this announcement. However,
Speaker 1: people who didn't feel let down with a Blue Tear
Speaker 1: Brigade because they were out in force to congratulate and
Speaker 1: hype up the girls. They blew up their comments section
Speaker 1: congratulating them on this campaign. So Anna McAvoy said killed
Speaker 1: it girls, while Sofi Dopha called it iconic and Sammy
Speaker 1: Robinson wrote so good. However, it was a general public
Speaker 1: who were very confused and underwhelmed by this campaign. So
Speaker 1: we polled our Instagram community. Thirty four percent of our
Speaker 1: listeners said it was underwhelming, forty four percent said they
Speaker 1: still don't understand the campaign and what it was about,
Speaker 1: and three percent said that they loved it and can't
Speaker 1: wait to call up.
Speaker 2: Well, that's the issue.
Speaker 1: Sometimes when you overhype something that is going to be disappointment. Well,
Speaker 1: the marketing campaign had good bones and I think it
Speaker 1: was cleverly executed.
Speaker 2: The way that they used Easter eggs.
Speaker 1: And they built suspense and anticipation, but for me, it
Speaker 1: essentially fell flat because it was an anti climax because
Speaker 1: they didn't then release something that their whole community was
Speaker 1: excited about.
Speaker 6: Don't understand why they were so desperate to pump.
Speaker 2: Up this quiz so much.
Speaker 1: Yeah, My only thought is it must be because Polarates
Speaker 1: is huge in popularity and there are so many women
Speaker 1: who were joining Polarate studios and spending a ton of
Speaker 1: money on it, And I wonder if it was a
Speaker 1: way to remind their community that they also have Polartes
Speaker 1: options which they can customize to you is twenty dollars
Speaker 1: a month, not twenty dollars just for one Polarate session. Well,
Speaker 1: if you think about it, a lot of people are
Speaker 1: talking about this campaign, whether they're disappointed by it or not,
Speaker 1: and it is going to prompt a lot of people
Speaker 1: to find out, Oh, actually, kick does Pilarates I'm going
Speaker 1: to sign up with?
Speaker 2: Yeah, it does lead to some curiosity which will lead
Speaker 2: you to then look into the app.
Speaker 1: I just think that where it went wrong was that
Speaker 1: the key messaging wasn't clear, because many users said that
Speaker 1: they went away with not actually understanding what Kick was
Speaker 1: promoting and what this concierge service was.
Speaker 2: And I think that.
Speaker 1: That is the difficulty when you're trying to promote something
Speaker 1: that's a bit gimmicky. Obviously, they're not going to have
Speaker 1: this concierge service around every day. It was a one
Speaker 1: off thing. It's kind of like the Boy Who Cried Wolf,
Speaker 1: because next time they try and pump something, people aren't
Speaker 1: going to be invested in it because they feel like
Speaker 1: they've been ripped off with this announcement. Yeah, and they're like, well,
Speaker 1: it's just going to be another one of those things
Speaker 1: where I'm let down and it's a non event.
Speaker 2: Well, I think that's all we have time for today.
Speaker 1: Thank you so much for listening to another episode of Outspoken.
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