With awareness as the first step towards consumer purchase, brands tap into celebrities to accelerate the decision to buy.
Celebrities have significantly increased awareness for new campaigns, product launches, new brand ideas and brand platforms.
A celebrity’s ability to be recognized and recalled brings additional attention to a campaign. They help a brand gain awareness much more quickly than traditional advertising.
Here are five examples of celebrities helping to build high levels of brand awareness quickly:
1.Mazda’s Multi-Celebrity Advertising Campaign
The largest Mazda advertising campaign in 13 years, the “Game Changer” hit all-time highs for awareness within six months using a group of familiar but not highly recognizable celebrities who fit the campaign’s theme.
Uniqueness rather than pure star power drives this campaign to large increases in familiarity, opinion and intention.
2. Jim Beam and Mila Kunis
The Jim Beam brand and American actress, Mila Kunis, have partnered for an intensive, global campaign emphasizing social media.
Yet, Mila Kunis does not personally participate in social media. It would seem risky to use a celebrity who doesn’t have a Twitter account. Just the opposite is true—this campaign has exceeded expectations.
Using a highly recognizable celebrity allowed Jim Beam to bring awareness to their social media platforms and greatly increase consumer traffic to its website.
3. Nikon and Ashton Kutcher
A growing number of celebrities have built their own brands which then in turn can be leveraged to help other brands grow.
Working with a celebrity social media superstar like Ashton Kutcher, the first person to reach one million Twitter followers, brought great awareness for Nikon. No traditional marketing tool comes close to Twitter’s ability to reach a wide audience and emotionally connect.
Ashton Kutcher’s Twitter account, @plusk, now boasts over 16 million Twitter followers.
4. Audi and Claire Danes
A short film was created to promote Audi’s return for a third year as the official automotive sponsor of the Television Academy and the Emmy Awards while cleverly tapping into Danes’ character on “Homeland.”
Results were immediate: 3 million plus YouTube views in less than 24 hours.
5. Julia Louis-Dreyfus and Jane Lynch for Healthy Choice
A group of humorous and off beat commercials mirroring Julia’s sitcoms “Seinfield” and “The New Adventures of Old Christine” were created to clearly set the brand apart from competitors.
The concept is her not being sure she wants to endorse Healthy Choice. A series of commercials bring her agent and friend (Jane Lynch) in to create some very funny ads.
Building awareness in a mature product category is challenging when product images are blurred.
Results of the campaign are strong: dollar share grew 9% without discounting while competitors were down 4% in same time period.