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

Celebrity Marketing: Content Creators Are Key, Not Specific Social Platforms

With dozens of social media apps to choose from, brands often centralize focus on which medium will maximize reach. While honing in on the right social platform is important, it is not the ‘be-all-end-all’ of social media success.

The key for social growth is having the ultimate content creator.

As the social media landscape evolves, so does the way that celebrities interact with their fans. The electronic band Gorillaz released a six-minute VR music video landing them an astounding 3 million views in 48 hours. While these innovative tactics to enhance fan experience are successful, it isn’t the medium that fans are drawn to.

It is what the artist does with this new technology that draws significant attention and increases their overall social value.

Many celebrities have a very specific personal brand, which presents the celebrity with an avid following that craves their thoughts. When a celebrity can build enough social credibility through their personal ideology and or niche interests, fans will follow wherever they post content.

For example, Ryan Seacrest is widely recognized for his on-screen charisma and overall positive energy, which directly translates to his social media accounts. Seacrest consistently posts inspirational notes across his social media handles, which garners significant fan interaction across the board. Being the media mogul that he is, Seacrest has 806,000+ Facebook followers, 3 million Instagram followers, and 16 million Twitter followers.

While his following on Twitter dwarfs the rest of his handles, fan interaction with his posts are fairly even across the board, due to his unique personal brand that he consistently promotes. Seacrest’s personality is extremely beneficial for media brands, which is largely why ABC signed him to co-host ‘Live with Kelly’. Thanks to Seacrest, the show is already experiencing significant rating bumps.

The same trend stands true for the social media influencer pool. When the video-sharing app Vine was discontinued, influencers were forced to translate their 6-second video fame to new platforms. Many famous Viners, such as Nicholas Megalis didn’t fully survive the transition, moving from 1.13 billion all-time Vine loops to a mere 35,000 YouTube following.

However, for Viner Ryan Bachelor (@KingBach), his own rendition of slapstick humor has enabled him to amass 16 million followers across all major social media platforms. Thanks to his unique take on comedy, his message to his following is effective regardless of platform. Bachelor can hop on his Snapchat story or tweet out a short video, and fans will still engage with the same enthusiasm as they had with Vine.

Brands such as Doritos and Brita have taken advantage of his massive following and have partnered with Bachelor to make their brands funny, relaxed, and relevant. Brands that partner with influencers give the talent an immense amount of creative control, which makes the branded message feel organic and not like a cold product placement.

For brands, now is not the time to spread thin across every available social platform. It’s time to focus on meaningful content produced by highly valued social content creators.

photo credit: www.wikimedia.org

Celebrity Marketing: How Authentic Brand Engagement Can Turn Baseball Icons into Baseball Buddies

Following record shattering ratings in the 2016 World Series and 2017 World Baseball Classic, baseball is proving why it is “America’s Pastime”.

Despite the heroics of those two events, Major League Baseball faces the issue of skewing to an older demographic. According to Nielsen ratings, 50% of baseball fans are 55 or older. Additionally, those ages 18-34 are 14 percent less likely to report a strong interest in baseball.

However, MLB Opening Week attendance revealed a modest increase from 2016, and that is largely thanks to baseball’s latest initiative to appeal to a younger demographic.

The new 60-second spot “This Season on Baseball” positions the 2017 MLB season as an ongoing reality TV show, diving into the personas of baseball’s hottest young talent. Whether it’s Bryce Harper taking an ice bath or the Mets’ fireballers at dinner, the message is that these icons are real people. The creative is fresh, showing viewers that baseball and its stud stars are spontaneous: which is exactly what young fans demand.

Avid sports fans crave any interaction with their favorite superstars, whether it be as big as an autograph or simply favoriting their tweets.

Along with exotic ballpark menu items, teams have even incorporated VR elements to their stadiums this season, paving the way for unparalleled fan engagement, ultimately bringing a younger crowd into the seats. Fenway Park has added a VR batting cage in their Kids Concourse, where young fans can take a crack at facing their favorite Major Leaguers.

Not only is the MLB virtually connecting to their fan base, but now they are interacting in real-time in a whole new way via social media.

The Major League Baseball Players Association (MLBPA) has just released their own social media app called Infield Chatter, designed to provide baseball fans with ultimate player interaction. Unlike other social media platforms, Infield Chatter is designed strictly for players and fans to share pictures, video, and text to their in-app feeds.

While this innovative approach to fan connection doesn’t exactly stretch MLB’s brand appeal to new audiences, it certainly enhances the experience of the most avid followers. The app is still very much in its primitive stages, but has all the makings to generate enough buzz to raise some eyebrows across the entire sports world.

Nearly 1,000 major and minor league players are on the app, including superstars Evan Longoria, Miguel Cabrera, Yoenis Cespedes and NL MVP Kris Bryant. While MLB itself has yet to partner with the app, the MLBPA believes that the only way to truly bring viewers to the MLB brand is to have a conversation with them.

What’s key is that these MLB players aren’t talking at the fans. They’re talking with the fans.

This level of intimacy provides a whole new level of brand appreciation and attachment, which should ultimately translate to cross-generation appeal.

photo credit: www.staticflickr.com

How Celebrity Marketing can Transform Intimidation into Motivation for Non-Techies

In the exponentially growing world of technology, products must be easy to grasp before they can be fully trusted, that is where celebrity marketing comes in.

Many companies have adopted artificial intelligence (AI) and cognitive cloud technology, allowing them to implement software API’s and frameworks to increase internal efficiency. Unlike the technology used for the consumer products Apple Siri or Amazon Alexa, cognitive computing technology uses data mining, pattern recognition, and natural language processing to mimic the way the human brain works.

Despite negative stigma of these technologies, powerhouse tech brands Dell and IBM are paving the way for a tech friendly mindset for all, and not just business insiders.

How are they doing so? By partnering with celebrities that exude a suave sense of authority.

Other than tech insiders, no one truly understands how applicable these technologies can be. In fact, those who are aware of AI are fearful of what the technology can do. According to a global Pegasystems study, 72% of respondents indicated some level of fear of AI and 25% feared that the technology could eventually take over the planet.

Dell Technologies no longer stands for a desktop computer. The company has expanded to information security, business analytics, virtualization and cloud computing. To help make the brand more palatable for the average consumer, Dell debuted “Let’s Make It Real” starring actor Jeffrey Wright. Following his role on the critically acclaimed sci-fi hit West World, Wright was a great fit to unveil the true magic behind Dell Technologies. Wright’s soothing voice and calm demeanor helped emphasize the message that reality is not all that far from our wildest fantasies.

Ultimately, this technology is being utilized in ways that can really help the day-to-day life. Uber is now pre-packaging machine learning algorithms to service their app developers, making the app as route efficient as possible. Software companies SAP, Deloitte, and IBM have all extended their cognitive clouds to partner with companies to aid in areas such as personal tax services and sales efficiency.

IBM strives to achieve brand appeal among the average consumer with the help of their cognitive pal Watson. When Watson isn’t utilizing its cognitive capabilities to predict weather patterns or compile cancer research, it is helping consumers file their taxes. Prior to the Super Bowl, H&R Block partnered with Jon Hamm, the debonair actor of Mad Men fame, to help show how Watson can make filing taxes personal and simple.

The first set of ads featuring Hamm were intentionally humorous to get consumers to engage quickly with the product and “get their taxes won”. Hamm eventually lent a more serious tone in later spots to shed light on the importance of Watson’s expertise. Kathy Collins, H&R Block’s CMO said that Hamm’s range is what really made him the perfect tax-season spokesperson.

In order for tech brands to be digestible to the “non-techie”, they must relay their complex messages through trustworthy celebrity figures.  

photo credit: www.staticflickr.com

Celebrity Marketing Nostalgia Hits Home for Gen X and Millennials Alike

 

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In such an accelerated age, filled with anxiety and uncertainty, nothing stores more comfort than fond memories of the past.

According to a Harvard Business Review consumer study, nostalgia has proven to make consumers more willing to spend their money on consumer goods and services. Traditionally, the individuals who have the means to act on those feelings are parents falling in Generation X. However, with 16 million millennials now being parents, the appeal of connecting to a simpler time is expanding to a much wider audience.

In the advertising world, no fictional character resonates quite like Jon Hamm’s portrayal of Don Draper, the elusive star of Mad Men. In the show, Draper pitched a bold tagline to Heinz executives: “Pass the Heinz”. Rather than show ketchup, the creative would show food missing ketchup. Heinz’s current agency David Miami recognized this incredibly simple, yet genius concept and now have three ads running via the New York Post and Variety.

The conviction of Hamm’s Draper influenced Heinz’s creative approach, allowing them to connect to those who love the old Madison Ave style of advertising as well as the wide range of ages who fell in love with the show.

Revisiting a definitive era marked by beloved figures of the past enables consumers to relive the reason they first fell in love with the brand, creating positive brand association.

Domino’s has caught the nostalgic bug as well, having casted Stranger Things’ Joe Keery as Ferris Bueller, and Alan Ruck (aka Cameron Frye) in a cameo appearance, to promote the new Domino’s Tracker. By casting Keery in the Broderick role, the brand expanded to both Stranger Things and Ferris Buehler’s Day Off fandoms, cohesively meshing stories that multiple generations have fallen in love with. While nostalgic, the spot effectively targets a young tech savvy audience, showing that Domino’s can be delivered digitally via Amazon Echo or even with a waterproof watch.

AT&T’s latest campaign “Everywhere” focuses on how the magic of cinema is an experience, especially it is live-streamed. Beginning with an homage to Rocky, the creative further pays tribute to a laundry list of memorable titles including Cheers, Seinfeld, and Back to the Future.

Featuring David Hasselhoff and Big Bird, this campaign successfully unifies dated material to a product that is transcending the way consumers watch their shows. Bringing millennials and Gen X together isn’t simple, but having a unifying message with nostalgic A-list figures is certainly a good place to start.

To understand the correct way to implement brand nostalgia, it’s important to recognize potential pitfalls the tactic has with millennials. It’s crucial that nostalgia creatively ties back to topics that currently resonate with them, usually through an experience or activity. If the message doesn’t have a modern twist, nostalgic advertising’s success is brief and can be viewed as pandering by young viewers.

However, when a blast from the past is combined with a story or star that resonates with multiple generations, the old message becomes new again, revitalizing the brand in a simple yet effective way.

photo credit: www.pixabay.com

“Celebrity, Meet Influencer”: Now is the Time to Diversify Your Celebrity Endorsement Approach

There is an intangible quality to on-screen chemistry, plain and simple. For brands that aren’t niche, it is “go time” to find that dynamic celebrity-influencer duo.

It is certain that digital influencers are the future for brands striving to appeal to a younger demographic. However, for brands that are not exactly niche to today’s youthful consumer, it is important to recognize the available talent pool at both ends of the spectrum.

In the digital age, audiences are expanding for these broad-appeal brands, meaning the influencer-celebrity relationship may be the brand’s newest best friend.

Brita, dominating 70% of the filter pitcher market in the U.S, traditionally promotes a family centric theme. While the filter company may be tops in its own category, they have done an incredible job leveraging their appeal via celebrity endorsement. After signing basketball star Stephen Curry in 2015, their appeal expanded to the inner athlete in everyone.

Flash forward to 2017, and Brita has paired Steph Curry with digital comedy sensation, King Bach. The new creative produced by Brita posed a traditional dilemma: an empty pitcher in the fridge. With the power couple of Curry and Bach, the creative shifted focus onto the perfect roommate relationship, translating their comedic pairing into nearly one million YouTube views in less than a week. With Bach’s digital clout and Curry’s universal appeal, the audience for Brita stretched to incredible new heights.

Another industry finding success with celebrity-influencer teams is right in the talent’s wheelhouse; the film industry. The pairing of Dwayne “The Rock” Johnson and influencer Logan Paul for the promotion of the film Baywatch expanded the film’s brand immensely through reliance on user generated content (UGC).

In order to maintain the momentum of a successful campaign mantra, powerhouse brands lean their focus towards the viewer’s voice. UGC is any web content created by fans, functioning as free promotion for the brand. This online word-of-mouth is the best type of referral, as 86% of millennials say UGC is a good indicator of brand quality.

Johnson recently created his own production company Seven Bucks Studios, the mission being to create innovative and authentic content for its audience. As media consumers become increasingly skeptical of brand messaging, it is key that Johnson recognized authenticity as the arch of a successful message.

Fortunately for Paramount Pictures, Johnson and Logan Paul combined to drive unprecedented traffic to their brand by calling users to #BeBaywatch. Their three million plus views on YouTube caused the hashtag to instantly flood Twitter and Instagram, showing that users have power to spread a brand’s message like no other. Ultimately, the comedic, tension-filled relationship between the two made the film that much more relatable and appealing to multiple audiences.

It is certain that brands cannot appeal to everyone. However, when a brand can incorporate an array of talent that falls on both ends of the celebrity-influencer spectrum, the opportunity for brand growth is evident.

photo credit: www.premiermeetings.com

Campaigns with a Cause: How Celebrity Marketing Can Empower the Masses

Alive, Awake, Aware, Hands, Embrace, Holding, Being

From a progressive 21st century lens, it’s not “what” a brand is doing that sticks. What matters most is “why” a brand is doing so.

A well-polished brand is a promise to its following. When that promise is supported with strong social consciousness, a brand’s “why” becomes that much more appealing to those who trust their mission.

As brands increasingly become socially aware, it is important to understand the basics of Cause Related Marketing (CRM) and why the strategy is an all around winner for its four key players.

  1. The Charity
  2. The Brand
  3. The Perfect Celebrity
  4. The Consumer

CRM is a strategy used by organizations to boost revenue exchanges in both for-profit and nonprofit businesses. This philanthropic driven effort is ideal for charitable organizations because it boosts consumer awareness and provides a generous donation from the partnered brand. Many celebrities are interested in partnering with projects driven for the greater good of the world. Not only does it look good for these stars, but it feels good. When having the perfect celebrity signed for these projects, the conviction of the cause has the potential to skyrocket.

In honor of International Women’s Day this year, an A-List class of powerful women including Kerry Washington, Reese Witherspoon, and Gabby Douglas stirred incredible social media buzz for Tory Burch, calling all users to #EmbraceAmbition. Proceeds from Tory Burch sales are to go to her foundation, which is geared to empower future female entrepreneurs.

In 1994, MAC Cosmetics created their own charity, the MAC Aids Fund, where they promptly signed Rupaul as their first celebrity endorser. Over the next 22 years, the Viva Glam campaign has featured artists such as Mary J. Blige, Missy Elliot, Rihanna, and most recently Taraji P. Henson and Jussie Smollett. The company continues to outperform itself annually, as Miley Cyrus brought Viva Glam to its incredible $400 million benchmark in 2015.

These celebrity driven CRM campaigns get their deserved recognition within the brand world as well. Under Armour’s “I Will What I Want” campaign featured ballerina Misty Copeland, making the brand one of the biggest winners at the 2016 Cannes Lions International Festival of Creativity. Today Under Armour controls 75% market share in athletic wear, and much of that is thanks to the empowerment that the brand instills in its user base.

The beauty of CRM is that it’s overwhelming positivity allows for its reach to span across brand types. This calls consumers of all ages, races, shapes, and sizes to use brands that they typically wouldn’t respond well to.

The push for clean water in developing nations is an issue in particular that multiple brands have taken into consideration. Unicef’s partnership with Selena Gomez and Matt Damon’s partnership with Stella Artois both broke boundaries that have called all users to take action to take part in helping the water crisis. The issue transcends multiple brands, charities, and viewer bases, driving immense amount of funds for one sole cause.

While the celebrity certainly gets the glory, these campaigns are made to empower the consumer. For these individuals, there is a sense of pride knowing that they are doing something for the better good, alongside the celebrity they adamantly trust.

photo credit: https://pixabay.com