Everyone is connected in a society powered by social media, which is easily accessible and lightning-fast around the globe. The level of trust in major media outlets has fallen to an all-time low; in fact, brands are now among the most relied-upon information sources. That’s why nowadays, brands are spending too much time and energy trying to attract celebrities and early adopters to interact with.
Celebrity endorsements on social media have shown to be a fantastic method for brands to establish sincere connections, which are important to every marketing and branding agency.
People are drawn to faces and personalities with which they can identify. Discover in this article 5 successful partnerships that leveraged the influence of celebrity endorsement on social media to expand their brands significantly and how celebrity endorsements work.
Why Celebrity Endorsement Matters
If your brand is up to date, you’re employing celebrity endorsement to market your products or services. Just facts: 75% of marketers engage influencers in their campaigns, and 43% intend to raise their spending on this type of advertising.
Commercials no longer represent all of marketing. Social media platforms are becoming increasingly popular as the best approach to advertise your company.
YouTube videos and celebrity endorsements have greatly impacted promotional products on social media sites like Twitter and Instagram. Brands and celebrities who collaborate stand to benefit greatly.
What Makes a Celebrity Endorsement Work?
The rules for making an endorsement work are pretty simple: pick a collaboration that makes sense and never criticize the promoted product.
Even though it might appear straightforward, not everyone has been able to do so.
Continue reading below to learn about some of the most effective celebrity-based marketing strategies businesses have run.
1. Rihanna and Puma
Grammy award-winning artist Rihanna went beyond a simple spokeswoman role with PUMA when she became a brand ambassador for an entire women’s line overseeing collaborations in apparel, footwear, and accessories.
Beginning in 2015, when she released her first footwear collaboration, the Creeper, which sold out within hours of its presale launch, she has since gone on to create an entire fashion line called FENTY PUMA by Rihanna.
She wanted to design a totally unique and exciting collection based on her childhood memories of having to wear a uniform to school. Along with receiving high marks from bloggers and fashion experts, the label has also seen a 180 percent spike in website searches since the partnership started.
2. Messi & Pepsi
Apparently, in support of the 2018 World Cup, Pepsi unveiled its global LOVE IT. LIVE IT. FOOTBALL campaign. The campaign features athletes including Leo Messi, Toni Kroos, Carli Lloyd, and Dele Alli. The players are highlighted on limited-edition packaging, out-of-home advertisements, digital content, and a global TVC broadcast in more than 60 countries worldwide.
“What tightly links the football experience across our iconic brand, the players, and our collective fans worldwide is a love for the game. This year, we’ll love and live the game like never before in all we do,” said Natalia Filippociants, senior marketing director, Global Pepsi Trademark, Global Beverage Group, PepsiCo.
3. Eva Longoria & L’Oreal
Another business that successfully promoted its brand on YouTube is this one. L’Oreal, a haircare company, partnered with soap opera performer and producer Eva Longoria in May 2020.
Like Tampax, the two collaborated with McCann Paris to create a series of helpful how-to YouTube videos to promote the brand.
Eva Longoria was the ideal spokesperson for the product, thanks to her long, beautiful hair.
Here’s yet another illustration of a less-than-traditional advertising producing top-notch outcomes.
Everything is evolving, including consumer purchasing practices. Modern buyers prefer a personal endorsement from someone they would consider a friend rather than just from anyone.
Marketers are increasingly focusing on celebrity endorsements to strengthen their brands. Put a face to the goods you’re trying to promote as the power of social media grows ever-wider. Ideally, a familiar face.
So, when used correctly, the right celebrity can be a powerful brand asset that makes products and services contemporary and relevant.
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