The power of celebrity marketing

In our eyes the effort of a celebrity as a face or voice (in other words celebrity marketing) has a big influence on a brand. Therefore it is important not to let the choice for a celebrity depend on personal preferences or emotional choices. We believe in a match between the brand, the product and the celebrity. This match is based on similarities in brand values, product use, empathy and authenticity. Only if there is a match on these values, we can build on succes! Brandambassadors brings supply and demand closer together.

Volvo Cars and Avicii Brandambassadors
Avicci & Volvo

Celebrity marketing – a particular process

A matchprocess with ‘celebrities’ is a careful process. While searching the best personality for representing it is very important to know what the expectations are of this celebrity endorsement. Does the brand want to connect with a wider audience, does the brand need support in repositioning or with developing a new identity, does the brand want to add new brand values to the brand image or is there a direct sales strategy? It is important to know what the reasons are to choose a celebrity endorsement strategy and the goal to realize the best match based on this. Choosing a celebrity with your brand could be a particularly complicated process. The brand values of the celebrity and of the brand must fit or be supplementary.

Celebrity as endorser

Why do we choose a celebrity as endorser? The practise has shown that a lot can be achieved with celebrity endorsement. The gut tells you that celebrities have many fans and many fans leads to a lot of potential clients. At first this seems to be an easy strategy but unfortunately it doesn’t always work like that. The collaboration what will arise between the brand and the endorser is important. This collaboration is based on passion, trust, authenticity and relevance. Even if a celebrity has millions of fans, if there is no synergy or relationship between the brand and the celebrity, those millions of fans will only feel connected with the brand as long as the celebrity is concerned with the brand.

Influence on social media

Social media platforms such as Twitter, Instagram and YouTube are a great source to monitor the relationship between the personality and her fans. What are their sympathies and antipathies with the brand, view what or who is trending. Look for consumers who are comparable with the target audience of the brand. Use the existing connections and the fanbase. Celebrities are a link between the buyer and the seller. It is interesting when the followers of the celebrity meet the (desirable) target audience of the brand.

Impact of sociale media

Another measuring factor is the nature of the advertisement that the brand puts in the marketing communication. Next to the traditional media are the possibilities of social media inexhaustible and diverse. Most celebrities use social media and digital communication regularly, but there are also celebrities who avoid these channels. It is important to look for personalities who already have the skill to involve and connect with fans.

Advantages and disadvantages celebrity marketing

The advantages of the deployment of celebrities are numerous, but there are some disadvantages. For some, the collaboration can be expensive. Sometimes the fee or the royalty for the amount of sold products could be considerably. But also a compromising risk can arise if the celebrity comes into (personal) trouble. These cases are often widely measured and pass the whole world. This could call up a negative association for the brand. It is important to take this risk in the choice for a celebrity. The celebrity has the power to boost a brand, but also to damage it. The advantages do outweigh the disadvantages in many cases.

 

Do you want more information about how we work and what results we achieve with our celebrity matches? Call to +31 20 737 03 28 or send an email to mail@brandambassadors.nl