Even after death, a celebrity’s brand remains powerful, and potentially becomes even more so.
Because of this, there is often a desire for brands to capitalize on the death of a celebrity in advertising. However, there are some pros and cons. The use of a deceased celebrity’s image and likeness in marketing can be a topic of controversy. While some campaigns perform well, others draw backlash. When considering using a deceased celebrity for a marketing campaign, there are a number of things to think about.
One advantage to using a deceased celebrity is not only that the celebrity will be widely recognized, but celebrities often become romanticized icons in the public eye after their death. Brands using deceased celebrities are able to align themselves with the pedigree of these iconic figures, and have much more positive publicity. A static figure is much more dependable than a current celebrity, and cannot cause problems for the campaign with scandals and sudden negative image. Ultimately, this allows the brand to have more control over the campaign.
Although a brand may want to use a deceased celebrity for a campaign and there are many reasons why it may be a good fit, this is not always the case. Deceased celebrities do not always work with a brand’s target audience. For example, Marilyn Monroe may be a style icon and an appropriate match for a beauty brand, but if the brand’s audience is younger, a relevant celebrity may be a better fit. Plus, getting the rights to a deceased celebrity’s image and likeness is not always easy. Those in charge of the celebrity’s estate may be similarly as challenging to negotiate with as a current celebrity.
Ultimately, if you want to have a successful campaign with a deceased celebrity, be sure the partnership is a strong fit with your target audience. Using a resource such as E-Poll provides piece of mind and a level of certainty. Attributes such as trust, likeability and name recognition can be isolated. You could even commission your own custom poll using great detail. Not only should the celebrity fit with your brand’s image, but you should also make sure the campaign is respectful and fits with the celebrity’s image.
Just like any other celebrity marketing campaign, you must go through all the steps to determine the best celebrity for your brand. The connection between the celebrity, the brand and the creative direction of the campaign must be strong enough for the celebrity to be credible and differentiate your message from the thousands of others we get bombarded with every day.
Photo credit: youtube.com (Disclaimer: Mazda is a Burns client)