People are attached to their favorite celebrity, and they are generally well-trusted by their fans. If they use your product, it shows their fans that it is a product worth using and builds trust in your brand.
Using a celebrity to represent you helps to differentiate your brand from competitors. It also can improve ad recall, making consumers remember your ad and that your brand is connected to their favorite celebrity.
Choosing the right celebrity can open up your brand to new markets. For example, when Nike wanted to expand from primarily sponsoring tennis and track, they partnered with Michael Jordan – and this partnership has been so successful it has expanded into its own subsidiary company.
One challenge small companies face is finding new users for their products. Local celebrities in advertising appeal to customers as well as those who have never tried the brand. The latter may be users of competitive brands. However, those who continually see the local celebrity in a commercial for a certain product may be convinced to try the product.
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what are celebrity endorsements ?
Celebrity endorsement, also known as celebrity branding or celebrity advertising is a marketing strategy that uses a celebrity’s fame and image to promote a brand or product. Other use cases include not-for-profit organizations that leverage a celebrity’s fame to raise awareness or funding around a cause. Or event marketers leveraging a celebrity’s fame and popularity to create buzz and prestige around their virtual or hybrid event
Your celebrity of choice doesn’t need to be a movie star, per se. Brands have produced excellent branding campaigns with music artists, sports personalities, social media influencers, or even fictitious characters like cartoons. The two basic requirements that will define your choice of celebrity are image (does the celebrity represent your values) and following (how large an audience will you reach via this celebrity). More on that in the next section.
common mistakes to Avoid when signing up celebrities
when you decide to invest in celebrity endorsements here are few mistakes we help you overcome.
Falling victim to internal bias - Many times, the celebrity selection process begins with the brand team sitting around a table talking about celebrities they like and know and even celebrities their children or spouses like.
Relying on vanity metrics - Marketers will often think they’re taking a rigorous approach to selecting celebrity talent, but they are typically only beginning to scratch the surface in regard to metrics.
Assuming your creative agency has it covered - Brands will often trust their creative agency to take a more rigorous approach when choosing a celebrity endorser. In reality, creative agencies do exactly what the brand might: fall victim to internal bias
Blindly trusting talent agency recommendations - The issue here is that talent agencies and brokers exist to represent celebrity talent, so they’re not necessarily recommending clients because of their alignment with the brand.
How To Measure celebrity endorsement performance
Attractiveness of celebrity endorser One of the major factors that influence consumer's conduct toward celebrity endorsement. Attractiveness of celebrity endorser
Credibility of celebrity endorser,Another main factor that impacts consumer's conduct as reaction to celebrity based advertisements.
Ad recall by the consumer It shows the extent to which the ad is captured and memorized by consumer's mind.
Purchase intention of the consumer This variable indicates the willingness of an individual to buy promptly or in the near future the advertised product.
Results from quantitative analysis Quantitative analysis is performed using confirmatory factor analysis
Finding a celebrity requires you to know your marketing objectives. This will help you find the right influencers that can help you achieve your goals effectively.
Know your desired celebrity campaign Map out how you want your influencer marketing to go down. During this process, consider what type of campaign will help you connect with the type of influencers you want to work with and the audiences that you want to reach.
Find celebrities who have promoted your competitors - These celebrities are much more likely to work with your brand as they have already shared similar content in the same niche.
Understand the celebrities’ authority - Conducting a celebrity analysis is very important to finding an influencer that suits your marketing goals.
Track your celebrity campaign results - Be sure to track your KPIs when launching your campaign to help you determine the effectiveness of your celebrity endorsement.
Finding the best celebrities for your brand will take time and effort to find and analyze. Reaching out to them and negotiating a solution that will be mutually beneficial for you should be a top priority as well.
why we are the best people to do this for you ?
We understand that you’re looking for partners, not vendors. That’s why we focus our energies on adding value to your content strategy. By treating every piece of work as a new challenge, we break it down to produce something that is innovative, strategically sound, and fun.
if you’re looking to measure the effectiveness of your digital creative effort, there are not too many tools out there to help you – but the main thing is that the right metrics and KPIs need to be selected in the first place, we help you set them and build flawless digital experiences for your customers.
The association enabled budding musicians through No.1 Yaari Jam Pads to create their own music. The ask from us was to step in as a digital media specialist and conceptualise, execute and optimise video promotion campaigns for Diageo on behalf of Hungama.
In order to keep in line with the mandate by the brand, not only did we need to drive a large number of users to the new look campaign landing page, but we also had to ensure that the Conversion from Form Fills to Subscription was greater than 10%.
With limited budgets at our disposal and a conscious decision to enter the Indian market only via Modern Trade & ecommerce, our go to market strategy was bespoke and highly tuned to achieve performance across digital channels.