On Sunday, Feb 4, after months of speculation, Kylie Jenner confirmed the pregnancy rumors and revealed on Instagram that she had given birth to a baby girl with boyfriend, Travis Scott.
Initial rumors of pregnancy emerged in September 2017 and Kylie fans waited impatiently for a statement. When that didn’t happen, they obsessed over the few paparazzi shots and full-body Instagram posts trying to see any hint of a baby bump.
And then, hours before the Super Bowl, Kylie finally released a statement on her personal Instagram:
Shortly after posting this message, she shared a video clip on her Instagram from an 11-minute Youtube video documenting her pregnancy and relationship with Scott.
The video included Kris Jenner’s 1997 delivery of Kylie, testimonials from friends and family, clips from Kylie’s secret baby shower, a cameo from Kim Kardashian’s new baby, Chicago, and even footage from the delivery room. It was viewed more than 28 million times in the first 24 hours.
What PR tips can practitioners learn from Kylie Jenner and how she addressed her pregnancy? Here are a few:
- Promote positive speculation
- Rather than addressing the pregnancy rumors, Kylie and the rest of the Kardashian-Jenner family, were able to keep the public and the media speculating and interested in the topic for almost a year. It allowed people to come up with their own theories and created a conversation and community. There also was little bad press about the subject.
- Timing of the announcement
- Announcing the birth of her child hours before the Super Bowl created energy and hype and ended up with Super Bowl competing for social media attention. It was the number one trending topic on Twitter. Also, the video featured sister Kim Kardashian-West’s new baby, Chicago. This was the first time the public had seen Baby Chi so that also generated buzz.
- Keep people wanting more
- Kylie did not share the name of the baby in her initial Instagram post and kept everyone on their toes. This triggered more speculation and allowed fans to create theories of what the name would be.
- The Kardashians are known for their out-of-the-box baby names and Kylie’s was no exception. When she did share the name, Stormi, she again used Instagram to break the news. The photo is currently the number one most liked Instagram post ever with 14.3 million likes.
I believe Kylie Jenner will continue to capitalize on her pregnancy and the birth of her child. I would predict a exclusive magazine cover story of her and her baby, a baby clothing line, a Lip Kit named after Stormi and maybe another spin-off reality show. Vogue Australia is even predicting that she will become a “mommy blogger.”
When it comes to the Queens of PR, otherwise known as the Kardashians, anything is possible.