Jojo, your fans are 12

warning the following content is not made for children and may be disturbing or offensive to some viewers hi sisters I'm from Nebraska and I'm out here and I just want a Kids Choice a follow your dream good morning every single this entire little baby how's going today guys good I am so glad to hear [Music] that full disclosure this video will not sugar coat because it's nearly impossible so I'm going to share with you my world my way wake up good give me a good blood quote whether people like it or not marketing plan worked

so I graduated UCL top 1% business economics with a background in marketing I always love a smart Rebrand one that does not involve damage brain C and Trauma or x-rated plushies to be shoved into a car covered with your 12-year-old face but warning if you did not grow up watching middle-aged adults screaming at crying children who were forced to wear 20 layers of makeup and skimpy outfits what you will be condemned by the glitter swamp Queen herself just kidding I didn't either as someone who grew up outside of Western pop culture but but still managed

to know a thing or two about JoJo siwa a bald inducing ponytail and glitter bomb bows I say that JoJo had a very successful brand but there was a problem that brand worked well at age 12 but might be a little tacky at 32 if not 22 and so an emergency Mission began and the quote unquote most revolutionary Rebrand was about to face the Earth no one has made this dramatic of a change yet and I have wanted to take my time to make sure this moment is as perfect as possible as perfect as possible

good morning every single St this entire little baby how's going today guys good I am so glad you're hear that as your marketing bestie let's dive into one of the most disastrous rebranding of a child star and strategies I would advise if I were on Joo siwa PR team now why is this even relevant to you other than the fact that you obviously watched every single episode of dance mom's and JoJo's Vlogs which would be really impressive but believe it or not whether you are a dance mom or a dance child you may see yourself

one way but how does your dream College dream job dream boyfriend see you that's the importance of brand and yes you have one also please compliment my voice now if Jojo siwa has the potential to come back from a catastrophic Rebrand like this I look like if a figure skater joined a street game you yourself can create a killer brand before we talk about the counter example I'm drunk as right now let's first take a look at hit it JoJo 1.0 JoJo siwa one of the best known contestants on De moms got her start to

the Limelight at just age n any was not an easy start JoJo have you learned nothing to be screamed at for basically just breathing as a 9-year-old was the price to pay for her rise to stardom and almost behind every child star is of course a genius brand designer AKA JoJo's mom who said quote it is my mission in life to make Jojo a star yeah she was not kidding you are creating monster yeah a very smart marketing move was that during her two season Journey on the popular reality show JoJo launched her own YouTube

channel which since has garnered more than 12 million subscribers hey everyone it's welcome back to my YouTube channel you guys wow if I started my YouTube back then I'd probably regret every single video I posted but jojoa was a natural YouTube influencer Jo welcome back to my YouTube channel so right now I'm headed over to Shane dawon's house it was Genius of her to do as many collabs as possible with some of the most beloved people on the platform at the time you have okay you have napkin yeah you know like when you just want

to wipe your face emphasis on at the time including Shane Dawson Colleen Ballinger James Charles but other iconic collabs included one with Emma Chamberlain and Northwest Kardashian even hung out with JoJo you look so cute she was just she was just everywhere Unstoppable and that's how I even found out about this kid influencer even though I totally had an unhappy childhood because I did not watch the reality show sorry if you hate us but we're still here and to this point the JoJo siwa brand has been nothing but consistent which is very key in creating

a loyal fan base even from the product marketing perspective imagine buying Coke one day and it tastes like Coke but the next it tastes like vinegar that would be a total PR disaster and even as Joo what aged to become an adult with estimated net worth at 20 million her entire brand has always been a girly sparkly child like she literally reportedly sold 40 million ribbons 40 freaking million ribbons do you know how many heads exist in Canada 38.932530 okay that's less than how many freaking ribbons Joseph E was able to sell why do you

like wearing bows because bows are my life and it was not a sellout because she was living and breathing her brand every single day not a single day was she seen without her iconic bow okay she probably wears one to bed too in case if a Paparazzi decides to break in it was a strong brand but there was one problem and that's a problem every Disney child star has ever faced which is you can't can't stay a child forever no on top of that Joo sear herself was not the same 12-year-old Who Rose to the

initial Fame her inner personal life changes of course impact her external public facing appearance rightfully so we are all human and everyone goes through changes and so in 2022 jaswa chopped off her ponytail the pony tail shocking yes but not harmful to her brand because one year earlier she has made the courageous move to come out with her sexuality and received a lot of support she was very much growing into a bolder version of herself with her own taste and no longer just a crying kid capitalized by adults and we love that we love to

support it until JoJo 2.0 arrived this wake up good give me a good blood CL do kind of bum CL dog this like I'm St first night out with balls here we go so everyone has a different opinion on jojo siwa's new music and it's been a month but last time I checked it is still at the healthy ratio of almost one like for every 10 dislikes from someone who was the idol of small children to a creature that needs a warning sign doing questionable graphic things that many would like to unsee from her music

video it was definitely sensationalism that got eyeballs and yes it was intentional according to Jojo the reaction was exactly what she wanted really because the whole intention of the Rebrand was to grow out of the bold child image kind of forced upon her since the very start and for people to start taking her seriously as an adults we are going from child star to adult artist is very important to me but now the only reason she has Mass all this attention is because she is proving to the world the naivity she has by cosplaying to

be an adult and doing it very poorly my 21st birthday I'm drunk asck right now I got punched in the eye hey I'm okay I'm okay there is nothing really authentic about this new brand if you could even call it that JoJo went from Rainbow R stones and glitter to Jojo 2 still rhinestones and glitter but black how old are you JoJo well from 2011 to 2023 I was eight and sure a Paparazzi shot of her with a giant x-rated plushy is the new cool adult thing to do as well as still driving the car

embellished with her face with the interior covered with colorful rainbow stickers I even do cigarettes what it's very natural the whole new bad girl character that JoJo siwa is trying to play is not authentic to her and that lack of genuiness shows in the reactions good give me a good blood CL why did Miley cis's wrecking ball work but not jooi was Karma first Miley was not pretending she just did her thing and stayed true to it but JoJo from the core [Music] is still a sweet girl with a lot of childlikeness which is actually

not a bad thing and the fact that she has to constantly hype up her big secret reveal warning the following content is not made for children and explain how risque this move was instead of just walking the talk shows a failure in Brandy I talking about something very special I'm talking about something very very special you right there so I'm going to cover my face I have already every brick possible that I got none left in me a brand does not exist just because you explained it a thousand times it exist in people's minds and

second point the music is not hitting on top of the fact that it is allegedly a song originally written for Miley Cyrus and directly copying a song a Tik tocker made in 2022 allegedly the biggest flop is that the new song relates to absolutely no one who is the target audience if she is trying to appeal to a new adult demographic it's not exactly working because she is seen as the very same confused child just in a different costume and while the adults are not making up the core audience the same 6 to 14-year-old children

who are long fans of this JoJo siwa are now exposed to this Jojo siwa which is a little disturbing if this becomes the new Norm of quote unquote growing up into maturity for Jojo siwa fans to Jojo herself this was a big marketing success quote Karma makes you listen Karma makes you ask Karma makes you confused so whether people like it or not marketing plan worked like it or not what's been in your head the last 3 days I semi agree if the whole plan was to get as many eyeballs and eye rolls at the

new single then fantastic the more bad press the better but my guess is georia sewa does actually love music actually music is my life and does want her career to continue beyond just this one single hit and the survival of which still ultimately depends on brand and right now there really is one because she is confusing maturing with destroying her old self by transforming into a bad girl that is neither aspirational nor relatable so what are some branding strategies that could help Miss Joo siwa okay first off maturity is a necessary Rebrand but it's got

to be done with a little more taste starting with That Hideous Car it's cute but not for a bad girl or an adult as a famous woman once said Let It Go second Joo should consider improving the quality of people she Associates with not saying she should ditch her true friends but she can do more collaborations with the artists who do have that authentic brand image that she wants to get closer to I mean if she was already a fan of Miley Cyrus Lady Gua Miley Cyrus without a doubt then not just music but a

social media collab could be beneficial for jwa not sure for Miley Cyrus third the frequency of her promoting her music has got to decrease a little yes promotion is important but there is a very smart way to do it without making it feel like shoving things down people's throats Olivia Rodrigo is an excellent example insanely clever Tik tock that get people excited about her tour and her new song rather than instant annoying to hear or see the same thing again and lastly I think being lost or having an identity crisis is such a common human

experience that part in itself is actually way more relatable than trying to wear a glitter Swamp costume as a bad girl joasa has a very strong fan base thanks to her years of hard work and I really don't doubt that her fans do care about her if she is willing to just show up authentically on social through her outfits in her music she'd be able to build that genuine connection with the Right audience a much more mature and understanding crowd throughout time maturity cannot be forced and a brand cannot be built in one day I

hope joas will learn more about herself and who she wants to be through this whole rebranding drama best of luck to her music career this is your marketing buy Zoe unlimited comment below which other celebrities You' like me to analyze next through a marketing perspective share this video for good luck and I will see you next week [Music]