The Monthly Report Card: August

Showcasing industry best practices and providing insight into best use of celebrities and influencers.

(1). Nike – Serena Williams

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Grade A+

Nike’s new Just Do It “Voice of Belief” ad features footage of Serena Williams as a young girl and it is awe-inspiring. The video cuts back and forth between clips and young Serena practicing her serve under her father’s instruction and present-day Serena, the world renown tennis superstar. The video tugs at the heart strings a bit as you see just how far Williams has come. Williams shared the video on twitter and some words of wisdom to all of the dreamers of the world, “If you don’t dare to try and chase your dreams, you’ll rob yourself the joy of doing it. Don’t just dream it.#JustDoIt.”

(2). Land O’ Lakes – Maggie Rose and Liz Rose

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Grade A

Land O’ Lakes’s feminist spin-off of “Old Macdonald” aired on Women’s Equality Day—which celebrated its 98th anniversary of women’s suffrage this year. “She-I-O” celebrates the whopping number of female farmers in America—a group of women often overlooked. The term farmer has long been deemed as a man’s job. Liz Rose wrote the melody for female farmers who are ‘rewriting farming’ – after all women make of 30% of all U.S. farmers . The classic nursery rhyme spin-off launched Land O’ Lakes’s “All Together Better,” campaign, re-positioning the company as an agricultural cooperative that embraces female farmers.

(3). Samsung Galaxy Watch – Rita Ora

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Grade B

Samsung’s new Galaxy watch boasts its enduring battery and standalone LTE. The commercial captures a woman leaving her house in the morning and follows her through her overnight in the woods and into the next day. There was no need for her to bring a charger but not just because there are no outlets in the woods. The new watch has an unparalleled battery life. The ad also hones in on the smartwatch’s music and health monitoring features all to the tune of British singer Rita Ora’s song “Stay Connected Longer”. Despite the songs popularity it didn’t work well with the vibe or message of the ad’s video content.

(4). Chef Boyardee – Lil Yachty and Donny Osmand

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Grade B

Lil Yachty and Donny Osmond collaborated on a long overdue remix of Chef Boyardee’s 80s jingle, “Thank Goodness for Chef Boyardee,” and we are thankful they did. “Start the Par-dee” has a much-needed modern spin. Osmand’s role narrows the consumer age gap between older generations and young adults, mind you, who are much less familiar with the 90-year-old canned pasta. Despite the odd music video that accompanied it, the jingle is actually quite catchy. The brand chose this unlikely duo in hopes of reclaiming their role as a relevant player in the eyes of younger generations so the effort was certainly there.

(5). NBA 2K – Lebron James

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Grade A+

Lebron James is featured as NBA 2K19’s cover athlete. This is James’s second appearance as 2K’s cover athlete but this year it’s the 20th anniversary special edition. The gold graphics feature phrases like, “KING” and “G.O.A.T.,” which resonates with 2K19’s theme – “to be the best, you have to take down the king.” The video really hit a home run with the music choice – hip-hop artist Jay Rock’s song “Win”. And Lebron was a timely choice for the special edition as he gains momentum for his first season in L.A.

(6). Budweiser x Jim Beam – Kassi Ashton

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Grade B+

Legacy brand’s Budweiser and Jim Beam teamed up on the new Budweiser Reserve Copper Lager. In the introductory ad Bud’s Clydesdales are accompanied by the vocals of country music star Kassi Ashton. The new Copper Lager’s well-timed debut encourages beer and bourbon connoisseurs to clink glasses and celebrate the Repeal of Prohibition’s upcoming 85th anniversary. The collaboration is something truly remarkable in its appeal, uniqueness and history. The ad launches an innovative and exciting new brew – one that revamps traditional American beverage brands.

(7). Snickers – Elton John

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Grade A-

Elton John and Boogie face off in an epic rap battle in the new Snickers candy bar ad. Snickers has long coined the phrase “You always lose your edge when you’re hungry.”  John belts out “Don’t Go Breaking My Heart,” but because he’s hungry his voice is off-key. Nothing a Snickers can’t fix and with that John transforms into Boogie and steals the show with his epic rap. Snickers makes its big debut in the hip-hop territory and Boogie dabbles with acting for the first time. As the legendary Elton John embarks on his farewell tour, Snickers put forth tremendous effort to appeal to audience members of all ages.

(8.) NFL – Todd Gurley, Christian McCaffrey, Jay Ajayi and DeAndre Hopkins

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Grade A

The NFL kicked off the new season with their “Get Ready to Celebrate” multi-platform ad campaign. The ad focuses on the art of touchdown celebrations. We see Gurley, McCaffrey, Ajayi and Hopkins crafting their end zone dance moves in their free time. The ad is very genuine in its exposure of big-name NFL players as real people captured in very silly but human moments. This ad certainly worked in favor of the NFL rebranding themselves away from the “No Fun League” category, hopefully that will parley onto the field as well.

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Partnering With Micro-Influencers Over Macro-Influencers

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When it comes to choosing an influencer for your brand it is not a numbers game.

Micro-influencers have a niche audience of dedicated followers wherein quality trumps quantity.

Recently deemed the marketing force of the future, micro-influencers usually have between 10K and 500K followers on each of their social platforms.

A common misconception is that an influencer must have a following 10 times the actual amount needed to bring value to a brand, but this is far from the truth! In fact, the World Federation of Advertisers (WFA) found that 96% of brands placed “quality of followers” at the top of their influencer checklist. “Credibility and reputation,” was a close second.

Lifestyle blogger Jordan Santos @jordanrisa partners with brands like Michael Kors and Dolce Vita. OPI recently named her their “it girl.”  She also has a knack for social advocacy and is on a mission to help end drunk driving by any means possible.

In her Instagram post above, Santos sports Michael Kors sneakers and a D.A.R.E t shirt—seamless execution of combining style and social advocacy.

Fitness and wellness guru Michelle Carigma @_modernfit has partnered with nearly all of the big names in sports—Addidas, Nike, and Under Armor—to name a few. She has also worked with Victoria Sport, Wanu water, Beats By Dre and Panera Bread. Like @jordanrisa, Carigma also works to intertwine style and social advocacy. Carigma pioneered the #WCWoman social movement which strives, “to break conformity and introduce the influential power of the modern woman.”

Engagement plays a huge role when looking at the quality of an influencer’s followers. A smaller following means higher engagement rates which parlays into more influence by said micro-influencer. Conversely, a macro-influencer with a larger following likely has lower engagement rates.

Not only is engagement measured in likes and comments but also by the ultimate trust an influencer must gain from their followers. Micro influencer, Nicholas Pakradooni has an average engagement rate of 6.57%. To put that in perspective, Kylie Jenner who is also in her early 20s averages at 3.84%.

Fashion influencer Nicholas Pakradooni @cholpak collaborates with brands such as H&M Man, ASOS, Swatch and Topman.

When it comes to authenticity, celebrities pale in comparison to micro-influencers. Partnering with micro influencers who are genuine in their shared interests and likeness for your brand can be more mutually beneficial than partnering with celebrity macro influencers.

photo credit: Automated Social (Flickr)

Changes in Betting: How it Will Impact Esports and Celebrities

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In America, the two largest activities surrounding major sporting events are fantasy football and betting.

With a law change in the US Supreme Court, states are now allowed to decide if they want to make sports betting legal. CEO of DraftKings, Jason Robins, said that he estimated an increase of over $15 billion in revenue in the fantasy sports industry alone if a majority of the states legalize sports betting.

In 2015, 25 percent of NFL’s television audience were bettors according to a Nielsen Sports study. When it came to sports coverage, bettors watched twice as much compared to non-bettors. With the legalization of sports betting, these numbers can only rise.

This law change could bring both a positive and negative impact on all major leagues and players with one obvious concern being that professional athletes could fix a game for celebrities and family.

Referees are probably more of a concern when it comes to fixing a game since their pay grade is significantly less than a professional athlete and could be easily manipulated by a monetary payout to throw a game affecting both the athletes and bettors. And imagine the effects it could bring on collegiate sports, athletes will no longer be playing for their school pride anymore but rather an easy way to make a quick buck since they are unpaid players.

Athletes and the leagues must try and keep the integrity of the sport in check and not succumb to outside influences to throw or fix a game. Once leagues figure out a way to get part of the profit and keep the game fair, they will be all in for sports betting.

Teams are even discussing whether to bet on games within their stadiums at booths, on team apps and/or attached to game streaming. These additions though risky, because they could receive backlash of creating a culture of gambling addicts, could make them tens to hundreds of billions of dollars.

Esports has grown to where fantasy leagues and betting are infiltrating the video game sector. The livestreaming platform Twitch, in 2017 had 2.2 million unique streamers with over 292 billion minutes watched.

Celebrities such as Ashton Kutcher and Shaquille O’Neal have invested in esports. In 2015, Kutcher invested in Unikrn, a real time betting platform for gaming. With the legalization of sports betting, Unikrn will become more popular among bettors throughout the United States, in turn helping celebrity investors like Kutcher.

Esports is a sporting segment that only continues to grow and gain popularity among millennials. By the 2022 Asian Games, esports will become a medal event raising more awareness and creating new influencers and celebrities among the younger generations.

Even with all the views esports receives, this segment of marketing is only now being tapped into. Since esports is still progressing in popularity, marketers should take the risk and market on this gaming platform.

photo credit: Matthew King (Flickr)

The Monthly Report Card: July

Showcasing the best practices of the industry and providing insight into how to best use celebrities or influencers to your brand’s advantage.

(1). StubHub – Future, Todd Gurley & Albert Pujols

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Grade A

StubHub released a new marketing campaign centered around regret. Future proves that concert tickets to his show is better than a fancy dinner and boring birthday present. Todd Gurley is in a pottery class with a bachelorette party where the bride would rather be at a NFL game. Albert Pujols proves you should call your dad and invite him to a MLB game. Tying these commercials together with the slogan ‘Be There’ plays on the viewers heartstrings that they will probably regret the fancy dinner, pottery class and not calling your dad, but they won’t regret buying one of these live experiences with StubHub being the only way to get you there. StubHub is trying to change the way a consumer views them, from just selling tickets, to selling experiences.

 

(2). Ruby Tuesday – Rachel Dratch

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Grade D

At the beginning of 2018, Ruby Tuesday hired a new CEO who wanted to find a way to set the brand apart from the competitors. His first mistake was choosing a partnership with Rachel Dratch. Yes, Rachel Dratch certainly made the commercial different than competitors but not in a positive way. Even though the goal of the commercial was to target the younger crowd, it missed the mark mainly because the younger crowd most likely does not know who she is unless they watch old reruns of SNL. Her voices along with the annoying sub-par jokes would make any viewer change the channel quickly.

 

(3). Walmart – “Let’s Get it Started” by Black Eyed Peas

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Grade A

While Walmart is a household name, their back-to-school ‘Go Back Big’ campaign with “Let’s Get it Started” by the Black Eyed Peas brought more awareness to their brand with the 2003 song. The week of July 23, 2018 the commercial was the number three most Shazam’d commercial, yet again placing Walmart on another Shazam list with a successful music licensing partnership. With the help of the Black Eyed Peas, Walmart was able to stand apart from other back to school commercials because it showed the ease and excitement of back-to-school shopping using the Walmart app. With an overwhelmingly upbeat song, parents lining up-cheering and high-fiving their children as they run up excitedly to school for the first day, makes any parent dream that this is their child’s first day experience. A commercial like this, where the brand and song are benefiting, is definitely a successful music licensing campaign.

 

(4). Dick’s Sporting Goods – song by Nacey

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Grade A

The ‘Play Like You Own It’ campaign by Dick’s Sporting Goods was a refreshing summer sports commercial. It showed the dedication and hard work athletes put into off-season training. “I Own It” by Nacey caps off the campaign by giving it an upbeat feel without overpowering the underlying message of all the apparel and equipment offered at Dick’s Sporting Goods.

 

(5). Coca-Cola & FIFA – Jason Derulo

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Grade A

With the help of Burns Entertainment, Coca-Cola released their #Ready commercial after the beginning of the FIFA World Cup. “You Had Four Years” and “Don’t Wait Until the Last Minute” appeared on the screen to remind spectators not to be like the Jason Derulo or the other fans, missing any of the World Cup because they were not prepared with a Coca-Cola in hand for the game. Coca-Cola has one of the longest corporate partnerships with FIFA, having advertised in stadiums at every FIFA World Cup since 1950. Partnering with Jason Derulo this year, Coca-Cola commercials hit 185 countries before the beginning of the 2018 World Cup. Derulo and Coca-Cola also collaborated on the 2018 World Cup song, “Colors”, continuing that nostalgic relationship between FIFA and Coca-Cola.

 

(6). Gatorade – Serena Williams

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Grade B

Serena Williams, a mother of one, was featured in the Gatorade ‘Like a Mother’ commercial. The campaign shows that Serena did not return to greatness despite becoming a mother, but rather she has always been great because she plays #LikeAMother. She commentates, “you sacrifice, push through the pain, got back to work, gave 100% without any sleep, grew stronger, found an extra gear, never lost you, you created greatness, like a mother.” Gatorade exemplifies the drive that mothers have, much like athletes, and that being a mother is not a hurdle. Gatorade’s commercial is compelling and empowering to all women. The only hope is that viewers do not take the “like a mother”a derogatory way.

 

(7). Specialized – Peter Sagan (3x Cycling World Champion)

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Grade B+

Specialized used the Tour de France to promote the Turbo Electric Bike with the help of three-time Cycling World Champion Peter Sagan and Grandma Joan, creating a lighthearted, “friendly” competition commercial.  Grandma Joan, with two knee replacements and a pacemaker, ultimately wins the race against a world champion cyclist because of the Turbo e-bike. The brand Specialized is proving that “electric bikes are leveling the playing field for the future of cycling” and could be enough for the brand to see a large revenue boost in their turbo e-bikes sales.

 

(8). Rolex – Rickie Fowler

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Grade B

Rolex has been the Official Timekeeper of the U.S. Open since 1980. Their campaign with various golfers tells the story of how they became the golfer they are today. Rickie Fowler was a natural choice for Rolex because he regularly shows off his collection of Rolex watches on social media. Being sponsored by Rolex for a few years, Fowler’s commercial was inspirational and tells a story like every Rolex tells a story. He said, “If you keep being who you are, everything else falls into place.” Rolex makes it clear that the brand holds the same beliefs as Ricky Fowler and other golfers and share in the ambition for excellence and superior performance while making a name for themselves in their collective industry.

 

(9). Speedo – Olympic Swimmers

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Grade B

Celebrating swimming’s most decorated brand, Dripping In Gold features #TeamSpeedo Olympic Medalists Nathan Adrian, Missy Franklin, Conor Dwyer, Cullen Jones, Elizabeth Beisel, Ryan Murphy, Kevin Cordes, Katie Meili, Hali Flickinger and Becca Meyers. Speedo is already jumping on the 2020 Summer Olympics marketing bandwagon with this commercial proving how trusted the brand is among athletes by showing them practicing in the apparel. Being the most trusted brand for over fifty years, Speedo took a subtle approach to show their achievements. Dripping in Gold is a creative way the brand ties the Olympics, athletes and the success of the brand together.

 

(10). Priceline – Kaley Cuoco

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Grade C-

Priceline has done nothing new in their latest commercial featuring Kaley Cuoco. The past two years she has stood in a hotel and talked about the features Priceline has over competitors. This commercial is no different. With her large social presence and fan base, Priceline could have used Cuoco to their advantage. They have not done that in their latest commercial. In 2013 when the partnership began, she sat alongside William Shatner with much better creative concepts. But since Shatner’s exit, Cuoco’s commercials resemble all the other travel website commercials and needs new creative or a new face.

photo credits: YouTube

Collaboration Branding with Celebrity Marketing

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With brands trying to outdo themselves, collaborations are becoming the new trend in celebrity marketing.

Brands are constantly finding creative ways to market themselves, like collaborating with other brands to develop unique products for the consumer. A majority of the time, these companies are related in a way that their products work well together, such as MasterCard and Apple Pay.

There are outcast brands that decide to partner with non-related companies to produce a new item for consumers. Here are examples of different brands coming together with celebrity support to help promote the product.

Coach/Disney

Coach teamed up with Disney to create purse lines. Because of this collaboration, coach took a youthful stand in the luxury goods category. With celebrities like Chloe Grace Moretz sporting a Felix the Cat purse or Chrissy Teigen with the Mickey kisslock bag, Disney was able to target an ‘adult’ demographic that most Disney goods do not. Coach and Disney also created “A Dark Fairy Tale” line that targeted the not-so-sweet side of princesses.

Clarisonic/Keith Haring Foundation

Artist Keith Haring’s artwork was featured on the skin care tool Clarisonic. This collaboration Clarisonic x Keith Haring raised awareness about AIDS by donating part of the proceeds. Haring passed away from AIDS and the co-founder of Clarisonic studied AIDS before he started Clarisonic. At the launch party for this collaboration, model Coco Rocha attended to promote the product.

Collaborations are becoming a hot marketing tool for brands. With the right celebrities, collaborations are huge successes. Here are brands that have recently announced upcoming collaborations:

Johnnie Walker/HBO’s Game of Thrones

HBO’s Game of Thrones has partnered with Johnnie Walker to create ‘White Walker’ Whiskey. The whiskey’s slogan, set to release Fall of 2018, is “Scotch is Coming” mimicking GOT’s infamous saying, “Winter is Coming”. Johnnie Walker’s target market is urban men from 25-35. Over 83% of GOT viewers are men, with 72% of those viewers in the age range of 18 to 29.

Johnnie Walker is hitting the right target market with this collaboration. Their celebrity should fit this demographic as well. The best option would be to find a Game of Thrones cast member to endorse the whiskey, or they should find a male celebrity, age 25-30 that is a GOT enthusiast to make this campaign an unparalleled success.

Adidas/IKEA

IKEA announced they will be collaborating with Adidas to create at-home fitness for busy women by naturally integrating sport and wellness into life at home. This is a new venture for both companies and could be a success. When it comes to marketing this collaboration, they need an athletic female, preferably a mother, to resonate with their target market.

When creating new products there are bound to be bumps along the way. Unexpected partnerships can cause friction among brands, however, this friction could work to their advantage because the product is not a ‘normal’ item consumers have seen before. Celebrities are willing to jump on board with these collaborations because they want to be the face of something new and unexpected.

photo credit: unconsciousentimentality via (Flickr)

The Monthly Report Card: June

Showcasing the best practices of the industry and providing insight into how to best use celebrities or influencers to your brand’s advantage.

(1). Major League Soccer – Miguel

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Grade: A

Miguel, a Grammy winning singer/songwriter and fan of the Los Angeles Galaxy, partnered with MLS for their ‘Our Soccer’ campaign. Miguel not fitting into the normal soccer fan was exactly what MLS wanted. He represented the spirit and diversity of the MLS. What makes this commercial a step above other professional league commercials is the ability to show where soccer began for many and who represents the sport. Miguel’s voiceover that described ‘Our Soccer’ was intense and painted an impactful image for viewers on how soccer effects people’s lives.

(2). Wells Fargo – Landon Donovan

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Grade: A-

Landon Donovan, player for the US National Soccer Team, partnered with Wells Fargo for a 360-marketing campaign. In the Wells Fargo commercial, Donovan was supporting the Mexico National Team for the World Cup. Wells Fargo selected the correct celebrity for this campaign because they tied Donovan to his roots. Donovan grew up and played in the MLS with Mexican players. He has supported them even though he did not make the World Cup. Donovan on social media used #MyOtherTeamIsMexico to tie the World Cup and the Wells Fargo campaign full circle.

(3). Sonic – Ellie Kemper & Jane Krakowski

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Grade: B-

Ellie Kemper and Jane Krakowski are back sitting in a car trying to be hysterical for the Sonic commercial, this one was a better attempt than past commercials. Even though it was predictable, they embraced their roles from Unbreakable Kimmy Schmidt and bantered like they do in the show. Their improv may have made a new word to describe food. “Flispy” is how Krakowski called Sonic Chicken Tenders, flavorful and crispy. If American’s catch on, this Sonic commercial could become a major success…by creating a new word to explain fast food.

(4). Adidas – Various

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Grade: A

Adidas “re-engineered” how to advertise with this campaign. They released “Create the Answers” campaign during the World Cup. Adidas used 56 different celebrities from around the world, including Leo Messi, David Beckham, Von Miller and Pharrell Williams. Adidas’s message was to ‘ignore the script’ and create your own reality. Adidas did that themselves in this commercial. While their campaign was not favorably viewed, Adidas has launched themselves ahead in the celebrity marketing and advertising categories.

(5). Adidas – James Harden

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Grade: A

James Harden was featured in the new Adidas commercialDreams Become Reality” days after winning the NBA’s MVP award. Harden’s mother, Monja Willis, was also featured in the commercial by having a voiceover about how hard Harden worked to be the best he could. The commercial was centered around a note he wrote his mother about being a star when he grew up. Adidas’ campaign showed viewers that stars started somewhere and that their hard work and dedication got them to where they are today. There could not have been a better time to release this commercial.

(6). Perfect Night – Corona Premier

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Grade: A

Everyone has those summer nights outside with their friends that they never want to end. Corona Premier uses a creative way to make the night keep going in their ‘Perfect Night’ commercial. Once the candle burns out, they use a phone flashlight and a full Corona Premier bottle to create light for the table. ‘I Turn You On’ by The Isley Brothers sets the background for the perfect night lakeside with friends.

(7). Coca-Cola – Hannes Þór Halldórsson & Iceland National Team

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Grade: A

This Icelandic Coca-Cola commercial was intended for only Iceland, yet it got international success. This commercial was directed by Hannes Þór Halldórsson, Goalkeeper for the Iceland National Team. The commercial takes you through the lives of Icelandic citizens and how the World Cup, like Coca-Cola, brings the country together. Hannes builds everyone up to this moment where his teammate, Birkir Bjarnason scores a winning goal and the whole country is celebrating…with a Coca-Cola in hand of course. While there are few words the viewer can feel the emotions surrounding the World Cup.

(8). Gatorade – Lionel Messi & Luis Suárez

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Grade: B

Gatorade is pushing into the soccer world by creating a sport specific drink, Gatorade Football Energy. What better two people to promote this than friends on and off the field, Lionel Messi and Luis Suárez. When it comes to playing for their national teams, the players compete harder than they have before. In the ‘Everything Changes’ campaign, Gatorade uses this rivalry to their advantage and amplifies it in this commercial. Both players prepare for the game by drinking Gatorade Football Energy. While the full version drags on, the 60 second time slot makes a statement for Gatorade’s new target market.

(9). Heineken – ‘Can’t Take My Eyes Off You’ by Frankie Valli’s

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Grade: B

Released at the end of June, Heineken had a World Cup themed commercial. It was about two people that looked as if they were in love and ‘Can’t Take My Eyes Off You’ by Frankie Valli made you think they were in love. Then, the camera changed views and showed them actually mesmerized by the soccer team on the television. After the team won, the two ran into each other while celebrating over a Heineken. After becoming the Official Beer of the MLS, it was strategic for Heineken to release a commercial for the World Cup. Their attempt at this, however, was another predictable beer celebration commercial that after seeing it a few times, gets old.

(10). Pepsi/Uncle Drew – Kyrie Irving

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Grade: A+

What started as a YouTube video campaign in 2012 has turned into a big screen movie collaboration. Celebrity Kyrie Irving, promoted Pepsi back in 2012 by creating the character Uncle Drew releasing five-minute videos. Irving has now brought that character to life in a movie titled Uncle Drew. During the time of the movie release, Pepsi created commercials with Irving to promote both Pepsi and Uncle Drew. ‘Timeless’ transitions through history with Uncle Drew (Irving) and Pepsi. The campaign shows that no matter what, Pepsi has always been there throughout the years.

photo credits: YouTube

NBA Playoffs vs. Primetime Television Celebrity Marketing

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With millions of viewers worldwide, how does a brand decide which commercial platform, a championship series or Primetime television, is best for them?

Celebrity marketing can be an influential part of a brand and knowing when to air their campaigns, during a championship versus primetime television, should be determined based on budget, viewership numbers and overall brand goals.

Generally speaking, championship series have more viewers than primetime. In Game 1 of the 2018 NBA Finals there were 17.4 million viewers. On average, a top-rated television series such as This is Us has 9.56 million viewers.

In 2017, This Is Us had the highest costing 30-second TV commercial slots, with one commercial costing $394,428, however the NBA Finals commercial slots went for roughly $520,000 (in 2015).

When deciding to air a celebrity campaign a brand should ask these questions:

  1. Who is the audience?

Allstate’s Mayhem commercial, ‘Ring Bearer’ with actor Dean Winters and music licensing of song “Chapel of Love” by the Dixie Cups was focused on wedding season and causing mayhem during the big day. Allstate’s humor intrigues a variety of viewers. While it could work during the NBA finals, primetime television would be better because of the commercial’s target audience.

Since ‘Ring Bear’ was about a wedding Allstate was targeting a younger female demographic. This commercial would be more accruable during episodes of This Is Us or Greys Anatomy where the typical demographic is female and the episodes are pulling at their heartstrings.

  1. What is the brand message?

NBA’s campaign had basketball stars, Kevin Love and DeMar DeRozan speaking up about mental wellness. They brought to light that as an athlete it is okay to have an illness and health matters.

Advocate for mental health, Kristen Bell, would also be a great candidate for a mental health campaign, however, since the NBA was sponsoring the commercial they wanted young athletes to know basketball stars have illnesses too. Love and DeRozan are clearly a better fit for the NBA’s mental wellness campaign.

If the NBA had played this during an episode of the Big Bang Theory, it would not have given the same effect as it did during Game 2 of the NBA Finals.

  1. What celebrity do you have?

Nike’s commercial surrounding the NBA Finals was with the infamous LeBron James. Nike’s “The Tattoo” commercial was released on the eve of the NBA Finals. It was about James getting his tattoo of the ‘Chosen 1’ 16 years ago.

Nike’s Always Believe campaign worked during the Finals and not on primetime because it was about him believing in himself to make it to where he is. Nike wanted to inspire other athletes to believe in themselves as well.

If these questions all lead to airing the celebrity endorsement during the championship series then do it. The brand will get immense exposure with the right target audience.

Celebrity endorsements could be used on multiple platforms and also work well. If it’s not feasible to do both primetime and a championship series, asking these questions should determine the best fit for the brand campaign’s message.

photo credit: Nike via (YouTube)