‘Candidly Nicole’ Tops 10 Million Views on AOL

/ Jul 23, 2013

nicole_candidly

Candidly Nicole,” a reality/lifestyle series starring Nicole Richie (“The Simple Life,” being Commodore Lionel Richie’s oldest daughter), has amassed more than 10 million views on AOL since the series launched in late April. This is according to data presented by AOL as part of a Newfront/Cannes Lion follow-up event the company hosted in New York yesterday.

Produced by Telepictures (“The Ellen Degeneres Show”) and World of Wonder (“Ru Paul’s Drag Race”), the series follows the former reality star as she “shares her perspective on style, parenting, relationships, and her journey to adulthood.” This essentially means episodes can range from featuring Richie getting a “tramp stamp” removed to offering tips on how to snap “selfies.”

Stylized as “#CandidlyNicole,” the series is based on Richie’s Twitter feed, which was a big reason why AOL greenlit the series for its video platform.

“We were obsessed with partnering with people who had tons of followers, and who could market to and engage with audiences on social media platforms,” said Ran Harnevo, senior vice president of video at AOL. Richie’s Twitter feed was selected by Time earlier this year as one of the top Twitter accounts to follow.

Once the series premiered, AOL promoted the show on its home page. What surprised the company, though, according to Harnevo, was the amount of “organic” coverage it generated across online and traditional media outlets (AOL played clips of interviews with Richie on NBC’s “Today” show, among other programs, in which she talks about the series).

This all led to viewership numbers that AOL says it’s extremely proud of: 10 million plus views to date; an average of more than 1 million views per episode; and the 10th episode (how-to “selfie”) has accumulated more than 2.8 million views alone (the episode was published on July 2). On Twitter, AOL says the series has generated over 309 million impressions so far during its run.

“Candidly Nicole” is one of 15 series AOL announced as part of its Newfront slate. New episodes are available every Tuesday.

The company also has programming featuring the likes of iJustine and The Sartorialist — other influencers who also have a strong following on the web.

In the latest comScore numbers, AOL ranked third in terms of unique viewers and second by videos streamed.

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