PR firms are right to worry about their influencer relationships.
Companies pay big money for endorsements from celebrities and influential names with large social media followings. However, the star doesn’t always come through—and for Snapchat’s PR firm, that means going to court.
Snapchat, through the firm PR Consulting, had hired actor Luka Sabbat to promote its Spectacles—glasses designed to work with Snap’s social media platform. The firm is now suing the actor.
Luka Sabbat is a 20-year-old influencer. He is famous for, among other things, hanging out at parties and fashion shows, being photographed while hanging out at parties and fashion shows, and briefly dating a Kardashian (Kourtney). It's that last bit that seems to have gotten him noticed by PR Consulting, which signed an influencer agreement with Sabbat on September 15, the day after he first got photographed with Kourtney, Variety reports. (A note: We at Esquire have, in fact, worked with PR Consulting on style stories throughout the years.)
The agreement was simple: Sabbat would post three Instagram stories and one proper in-feed post while wearing Snap Spectacles for his 1.4 million followers to see. Presumably, they would be, in some way or other, influenced. For this, Sabbat would take home the tidy sum of $60,000, with $45,000 paid up front. Reader: He did not post all the 'grams.
In fact, according to the lawsuit filed in New York Supreme Court on Tuesday, he only posted one story and the in-feed post, leaving two 'grams un-'grammed. He also didn't get photographed wearing Snap Spectacles at fashion week, which was another part of the agreement. Now, PR Consulting is seeking the return of the initial $45,000 payment, plus damages.
Working with influencers can be a tricky business.