Siwa’s rebrand has been littered by PR blunders. Initiative’s Kate O’Loughlin explains what marketers can learn from it.
‘Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape.
This month, I’ve been obsessed with Jojo Siwa’s release of “Karma” and her new personal brand of goth-girl-grunge-queer-pop-rock singer.
While there is nothing wrong with celebrities or influencers rebranding as they enter a new phase in their life, the internet collectively cringed while watching Siwa make continual PR blunders across a series of interviews promoting her new song.
Child stardom is a sensitive and nuanced topic, and I truly can’t understand what it would be like growing up as a kid in the public image. Teen stars have a fraught history in their transition into adulthood and it would be remiss to not address the unimaginable scrutiny and pressure they face in doing so.
Kate O’Loughlin: Jojo Siwa’s rebrand proves marketers should commit to the bit
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