The secrets behind 'Chicken Shop Date''s virality

Making delulu – lulu(crative)??

Somebody get Amelia Dimoldenberg on the phone and tell her I’ve got enough (of the former) to make our great great grandkids rich.

The 30-year-old Londoner is everybody’s favourite interviewer right now.

Why?

Because she perfectly balances being unapologetically delusional about a celeb crush with being absolutely hilarious.

‘Chicken Shop Date’ is Amelia's self-produced YouTube show. It's a star-studded interview series that favours cheeky banter over interrogative questioning. And it reveals a playful, intimate side of our celebrity faves.

The episodes are so good, touching on the feeling of being so sprung, they’ll have you giggling and swinging your feet.

Amelia is also a brilliant example of how a consistent, authentic personal brand can take you places.

And by places, I mean going on a date with both Ryan Reynolds AND Hugh Jackman just days before the release of Deadpool & Wolverine.

That’s a far cry from when Amelia started ‘Chicken Shop Date’ at just 17 years old.

So how exactly did she create a following of over 2.45 million followers on YouTube alone?

Her authenticity, consistency, and unique character are what make her personal brand so damn strong. The only other interviewer I can place in the same category is Nardwuar, who’s an icon in his own right.

Let’s take a closer look at why Amelia's quirky branding just works.

She's unapologetically herself.

Growing up, Amelia had a unique way of introducing herself. 'Hi, I’m Amelia,' she’d say, 'I’m going to be the editor of Vogue.' Some children are known for being strong swimmers or apt students. Amelia was known for her obsession with magazines.

She was also known for being hilarious. As is often the case with kids who grow up to be comedians, popularity evaded her until she discovered she was actually really funny.

'I was looking at the cool group at school and trying to figure out how to get invited to their parties. It was never going to happen organically, so I made it happen,' She told the NYT. 'It’s what I’m doing now with my career.'

If you’ve watched any of the episodes, that statement won't surprise you at all. But it goes to show Amelia's character is not a character she plays. It’s very much who she is. This makes for a strong personal brand and builds trust with her audience. Because what we see with Amelia is exactly what we get—her true, lovable self.

Her character is completely consistent.

Awkward, sarcastic, unwavering. This is how Amelia shows up, episode after episode. You know what to expect and she never disappoints.

Whether she’s telling Ryan Reynolds he’s let himself go or getting flustered by SZA, this is what brings her fans back time after time. We want to watch this consistent character we’ve all grown to know and love.

Consistency in personal branding and marketing helps solidify an image in the audience’s mind. This subconsciously enhances trust and a feeling of reliability. And this is how Amelia’s built an audience of raving fans who love her and connect with her on a personal level.

She's created a content style unique to her.

Many hosts stick to the stock standard approach to interviewing. But Amelia has created a world of her own within ‘Chicken Shop Date’. One that capitalises on the screaming delusion of teen fans all over the world. But not in a way you’d expect.

Often, the dates don’t go well, which is the point. They are awkward. And here we are, watching our favourite celebrities brought down to earth by this strange character.

It humanises them. And has an effect that’s akin to a train wreck--you just can’t look away.

If you’re looking to build your personal brand, I would certainly take a page from Amelia’s playbook. This year, she hosted multiple red-carpet awards and has caught the attention of celebrities all over the world.

No shade, but she did what Bobbi Althoff couldn’t.

And it’s because of her well-crafted, well-considered, totally loveable character.

-Sophie, Writer