Brands Incorporate Pets into Influencer Campaigns and Celebrity Marketing

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In today’s digital era, influencer marketing is more popular than ever, and brands are starting to take innovative approaches.

Social media famous pets are beginning to integrate with brands, and in a cluttered media landscape, it can elevate companies above the rest. People create individual personalities and perspectives for their pets on social channels. Certain animals have huge followings and big brands are starting to look toward these pets to endorse products.

There are two of types of celebrity pets—the pets of famous people and pets that become famous themselves without a celebrity owner. One example of the former is Katy Perry’s Teacup Poodle, Nugget, who just landed a major campaign deal with Citi’s Double Cash credit card. An example of the latter is Nala, a cat with 3.4 million Instagram followers who has partnered with Friskies. Regardless of the type of celebrity pet, here are three reasons they can be great for brands.

Appeal

Positive feelings like comfort, love, and nostalgia are all strongly associated with animals. Ads that play to peoples’ emotions are very effective, and pets are a great way to use emotion to capture and maintain audience attention.

Celebrity endorsements can be made stronger by including the celebrity’s pet. This is an easy way for celebrities to be more relatable, for both those familiar and unfamiliar with the celebrity.

Content

Celebrity pet brand ambassadors generate authentic and unique content.  Pets can add a lot of character to a message.  A key to celebrity pet marketing is ensuring that it makes sense and works within the context. The execution has to be deliberate and meaningful in order for the campaign to be effective.

Brands whose products aren’t directly related to animals can still gain a lot from using them in campaigns, but they need to be clever and creative to deliver their message. A brand that did this well was Mercedes in their partnership with the Instagram famous Loki the Wolfdog, who has over 1.5 million followers. The ad got everything right, cleverly using a celebrity pet, and doing it in a creative way that made sense for the brand.

Engagement

Pets rule social media and are in the top ten most shared types of content on the web. People like to comment, share and tag their friends in posts with animals. Brands reach bigger social audiences by finding the right pet with a large social following and a creative campaign that people will be drawn to.

Overall, people love pets, and they are a safe choice with no controversy.  Many brands have benefited by partnering with celebrity pets, and more brands should consider doing the same.

photo credit: Rollan Budi via Flickr

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