Is Andy Milonakis Sniffing Nail Polish?
Former TV Star turned Youtube rapper Andy Milonakis seems to have decided that nail polish is his thing, and he’s going to push it as much as he can. Milokanis, who has remained the same age for the last 20 years, is now pimping LuxeCoat nail polish in a new video just released.
The hilarious video, produced by Entegrate!, the in-house digital production of online advertising powerhouse Engage:BDR, will be distributed to over 100 million people in the next few months during the LuxeCoat launch. This could be one of the first major brand pushes that will be exclusively launched online via advertising and social media.
Engage has taken an innovative social media approach to break into what has become (thanks to pop tarts like Katy Perry and Nikki Minaj) a recently crowded nail art space. Their hope is to attract a wide range of attention by creating distinctive content for each social media platform. Andy is the first of what I'm told will be a host of YouTube stars they plan to partner with.
They've created original shareable content for Facebook; gifs and memes for the Tumblr audience, photos and a contest for Instagram and have already gotten Twitter influencers like singer Danni Minogue to tweet about the brand.
Their strategy is to hit all four corners of the world by correctly feeding each channel to engage each particular audience organically.
This is definitely signaling a change in the way companies think of online media versus traditional media, with online starting to come first and foremost.
We spoke briefly with Milonakis, who told us the reason that he was working with LuxeCoat, “"Doing online branding deals can be frowned upon by fans or followers so I'm careful with the type of stuff I do. LUXECOAT was an obvious choice because they let me do my own thing and gave me full creative control to make a funny, hard sounding rap verse about one of the most girly, feminine products on the market...Nail polish.”Continued on the next page