Embracing Culture with Celebrity Marketing

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Brands can stand out with cultural intelligence and promise.

What exactly is cultural intelligence and how does it relate to brands?

Cultural intelligence is the power that brings brands to the forefront of current events. It has the ability to drive brand growth and create iconic brands.

Cultural intelligence is the ability to relate to and work effectively across cultures. When brands consistently communicate with their audience and constantly deliver on the promise they make, brands demonstrate cultural intelligence.

Brands that strive for success must be relevant in the rapidly evolving culture of consumers. Brands that ignore the now and the cultures that ensue go unnoticed and appear out of touch. As a result, brands must work alongside current events, co-creating culture through music, sport, fashion, etc.

One way brands can work alongside, while also create culture is through celebrities. The popularity of celebrities spans all cultures and directly influences consumers. Celebrities help brands establish the iconic image they desire and further stress the brands’ promise to consumers.

A celebrity marketing campaign is an extension of a brand’s cultural intelligence. It proves the brand understands consumers’ wants and needs in the current culture climate in order to establish a connection.

Embedding brands into culture is a long-term strategic venture. However, by understanding and embracing culture, brands are able to project their image beyond simple advertising and spark interest amongst consumers.

Along with cultural intelligence comes cultural promise.

It is the brand’s commitment to stay true to its core beliefs and promises. The more consistently and emphatically brands dedicate themselves to their promise and to culture, the greater its significance factor. With strong significance and a boost from celebrity endorsements, brands not only look successful, but become symbolic.

Although it may seem that consumers dominate in this ever-changing world, it is important to remember brands have a unique advantage. Using their cultural intelligence and promise, brands can engage with and influence culture. It is culture that persuades consumers and keeps brands in the limelight.

photo credit: vonderauvisuals via Flickr.com

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Celebrity Marketing at Sporting Events

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When it comes to sporting events, celebrities and social media are the major players driving social engagement before, during, and after the game.

The impact of celebrities on audience engagement at sporting events is real. The impact of social media on audience engagement is just as real. Combined, these two influential forces and sporting events become one dynamite hotspot for brands to connect with fans.

Linking popular marketing campaigns to high-profile sporting events is not a new idea. However, the rise of social media adds a valuable, new element to the marketing mix. When social platforms work hand-in-hand with celebrity marketing campaigns featured at major sporting events, audience engagement will increase.

Brands that are able to generate creative and compelling videos can drive social engagement surrounding sporting events. Using the power of social media, these videos may become viral and generate buzz around the event. Similarly, brands featuring celebrities within their marketing campaigns at sporting events can achieve higher levels of engagement.

Beyond simply creating buzz, well-known sports teams and their social channels have found a way to engage with sports fans during the actual event.

A few professional sports teams have figured out how to draw attention away from personal phone screens and attract fans to the only screen that matters, the jumbotron. The Philadelphia Eagles, Seattle Sounders and San Francisco Giants use technology powered by Tagboard that shows their Instagram stories on massive displays inside the stadium. These teams have found the way to grow their social media followings and also keep the focus on the field.

Combining celebrity title with social media, these sports teams engage fans, while still promoting their brand. As teams recognize this potential for branding, they discover ways to monetize content.

In addition, these massive displays take fan engagement another step further by featuring user-generated content. This keeps fans involved in the action on the field, while simultaneously becoming the focus of the screen. Furthermore, Tagboard created a tool that makes it easier to search content across keyboards, phrases, accounts and hashtags.

Tagboard has put a new spin on advertising during sporting events. Brands that want to get a leg up and connect with sports fans must recognize the influence of celebrity marketing and in turn, create captivating video content for social media platforms that will get fans involved.

photo credit: Pexels via Pixabay.com

The Attraction of Celebrity Marketing in Social Media and Video Advertising

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Video advertisements are the hottest trend in grabbing consumers’ attention.

Celebrity marketing is powerful. Social media is powerful, and the newest power tool in the mix is video content. Video content is viewed on more devices and in more places than ever before. When these three platforms are combined, the possibilities and opportunities are endless.

Several social media channels, such as Facebook, Reddit, Snapchat and Twitter, are eager to increase usage and snatch a larger portion of digital video ad revenues. To achieve greater audience attention, social platforms are diving deep into the digital video advertising sphere. These platforms are adapting to the popularity growth spurt of video and repositioning themselves to better attract consumers.

More specifically, videos of celebrity endorsements can bring big revenue to those video advertisements and the social platforms that host them.

For example, Facebook has not always been thought of as the go-to place to watch a show. But, with the ever-changing times, Facebook is changing their tune by offering programming and a new video platform, Watch. Arranged by what Facebook users’ friends and communities are watching, the Watch platform allows video creators to release their episodes in an organized fashion while also engaging viewers in conversation.

Along with the Watch platform, Facebook is diving further into the digital sphere with its attempt at earning digital video advertising revenue. To do so, Facebook is selling in-stream-only video advertisements. These advertisements will appear only in videos that people watch on its network or across its ad network of third-party sites and apps.

Similarly, Reddit is paying more attention to the power of video on its platform. Making video an essential component, Reddit launched its first household video experience. Users will no longer be redirected to YouTube to share videos. Rather, users will be able to upload videos directly to the Reddit website. Without skipping a beat, Reddit now exposes users to auto-play video advertisements.

Meanwhile, Snapchat’s entire foundation features creative and short video content, which instantly grabs the attention of younger consumers. Although it is a unique format, its network provides marketers with immense potential for video ad revenue.

Twitter is another social channel trying to make video a core part of its platform, incorporating live and event-driven video content on its feed. In addition, Twitter delivers advertisements throughout these showings, targeting their audience in an engaged setting and opening the door for more video ad revenue.

These social media avenues offer vast opportunities for video advertising. Consumers drawn to celebrity marketing will drive increased video consumption, resulting in corresponding increases in revenue.

photo credit: StockSnap via Pixabay.com

Tailoring Celebrity Marketing to Individual Social Platforms

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Social media is not one-size-fits all.

Joining the social media bandwagon just for a presence on social media does not work. A casual Facebook page or basic ad on Instagram is not enough. Each social platform has its own nuances that distinguish one channel from another.

Granted, any company wanting to spread its message to as wide as an audience as possible should be on multiple social platforms. However, it is important to recognize each social channel’s unique audience. From there, brands must creatively reach users by differentiating between these platforms and determining which and what type of celebrity influence is going to be most successful.

Brands need to determine content that will perform best on each platform factoring in the celebrity that will best enhance the campaign.

For instance, what does well on Instagram may not do well on Snapchat, and what works for Facebook may not work for Twitter. Each social media platform has its own tone and language. For example, Twitter’s 140-character limit, encourages users to keep their messages concise. In contrast, Instagram emphasizes the power of pictures to express its social content. Whenever creating social content, it is always important to remember that it should match the platform’s community and norms.

Likewise, individual social media platforms take on different roles. Whereas Snapchat is well-suited for raising brand awareness among millennials and Generation Z, Twitter frequently responds to customer complaints.

In addition, brands should think about the length of its content. Although Snapchat is no longer limited to 10 second videos, millennials respond best to ads that are short. So, when thinking about what advertising content to post next, keep in mind that the shorter the ad the better.

Moreover, visual style of brand content varies per platform. Content on Snapchat and Instagram are encouraged to be vertical, restricting the way brands create advertisements.

Tailoring content and identifying the right celebrity fit for each social media platform demonstrates that a company understands social media and has a solid strategy in place.

Ultimately, brands must learn the tricks of the trade if they are going to effectively advertise and market. Celebrity marketing is an excellent way of engaging users on social media, but if done incorrectly, brands will pay the price.

photo credit: TeroVesalainen via Pixabay.com 

Celebrity Marketing as a Form of Entertainment

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Creating entertainment through advertisements increases consumers ability to connect with brands.

Brands strive for consumer attention. Simultaneously, consumers want to be entertained.

Consumers are blasted with advertisements day after day. In an effort to escape from a workaholic lifestyle, consumers embrace entertainment as an enjoyable distraction. As attention spans grow shorter and ad-blocking efforts grow stronger, brands have to find a way to push through the clutter and become memorable.

In order to do so, companies have to move from simply adding brand value to adding entertainment value. Not only should companies sponsor the brand content, but these brands need to be the entertainment.

This “don’t sell, entertain” mindset has gained momentum, especially as musical artists, television stars and athletes have joined the movement. Celebrity marketing content that is entertaining erases the idea that advertisements are purely promotional.

Below are a few brands who have successfully used celebrity marketing to execute this approach:

North Face

With the help of Spotify, North Face partnered with White Denim to take advertisements to a whole new level.

In an effort to promote North Face’s Apex Flex GTX rain jacket, Spotify released the first weather-triggered song. White Denim’s song, “No Nee Ta Slode Aln” was made available by Spotify only in U.S. regions receiving rainfall. Using ClimaTune, Spotify determined which markets to release the song.

In addition, “No Nee Ta Slode Aln” can be heard throughout the marketing campaign for North Face’s new rain jacket.

Pizza Hut

Pizza Hut partnered with Kristin Wiig for its “Everyman” campaign with a goal to showcase how hot and fresh pizza can be loved by all.

Wiig is featured in two TV advertisements playing a variety of characters, such as an older farmer, male cheerleader, business woman, and mechanic. Chief brand and concept officer of Pizza Hut, Jeff Fox, was quoted in AdWeek saying, “Wiig was a great fit for the role because of her versatility and her ability to play so many different characters – as shown seen in her time on Saturday Night Live.”

Channeling these various personas, Wiig uses her celebrity status to entertain viewers and also promote Pizza Hut as a brand for everyone.

Chase

For its “Battle of the Paddle” digital banking campaign, Chase partnered with not just one celebrity athlete, but two. NBA player Stephen Curry and professional tennis player Serena Williams go head-to-head in an impressive battle of ping pong to promote the convenience of Chase Quickpay.

Yet, before the commercial even launched, Chase created teaser content on various social media channels to encourage viewer interaction. The company gave viewers the choice of #TeamStephen or #TeamSerena to build hype and create social buzz.

The teaser content alone amassed three million video views across Instagram and Facebook.

Altogether, these three examples illustrate the power of celebrity marketing as a form of entertainment. Interrupting consumers with branded messages no longer works. Brands have to create entertainment and decide which celebrity can best enhance their message if they are going to connect with consumers.

photo credit: Al Ibrahim via Flickr

 

Celebrity Marketing and Esports Join Forces

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To promote brands and foster strong relationships with millennials, esports is the go-to industry to reach millennials.

To keep brands relevant in an age of overstimulated millennials glued to their screens, think gaming. While marketers use celebrities and digital influencers to reach consumers, they have overlooked one very important group of influencers: gamers.

The breakout industry, esports, has accumulated a large following thanks to these gamers. In fact, it was reported that gamers are the most followed influencers on YouTube, where three of the top five YouTubers are gamers.

With such a strong following, brands should utilize the reach of these gaming influencers as a way to attract more millennials.

Although esports originated in social media, it has pushed past its initial YouTube platform and jumped into major venues like Madison Square Garden and Key Arena, drawing in thousands of viewers and attendees.

As the gaming industry continues to grow in popularity, brands need to recognize the endless opportunities of partnering with gamers.

In pursuit of this fast-rising sport, a few brands have caught on to the gaming phenomenon.

For example, Snickers used the esports social platform creatively to reach their audience. Snickers partnered with three gamers with large social followings to transform its “You’re Not You When You’re Hungry” campaign into a live broadcast prank. Gamers began to play horribly because they were hungry, and the hungrier they became, the worse they played. It was not until they ate a Snickers bar that each gamer reverted back to their legendary gaming selves. The prank proved noteworthy as viewers went crazy with live-commenting throughout the prank.

Similarly, Coke was able to tap into the trend and feed fan excitement. Coke encouraged fans to get involved by handing out “cheer boards” for fans to write on during the gaming event. And if fans could not make the big event, Coke had a solution: host viewing parties. For instance, Coke created a nationwide viewing party of the League of Legends World Championship at L.A.’s Staples Center to over 200 movie screens across the United States.

Because esports is a developing platform, marketers must step outside their comfort zone. Risks are necessary, so take that risk by tapping into the powers of gaming influencers. In turn, brands will find success in reaching the much desired millennial consumer.

photo credit: Tobechi Ugwumba via Flickr

Who Wins for Brands – Digital Influencers or Traditional Celebrity Marketing?

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Four ways how digital influencers compete with traditional celebrities’ reach in marketing campaigns.

Influencer marketing works and brands are on board. With the increased presence of digital influencers, the role of traditional celebrities as a marketing tool is put into question. As consumers look for the latest trends and products, more companies are recognizing a shift in these consumer behaviors. As a result, brands are turning to digital influencers as the face of their campaigns.

Previously, traditional celebrities were able to influence purchasing decisions based in large part on their name recognition. However, the digital influencers’ increased social media traffic has granted them a larger piece of the marketing pie.

Over the past decade, social media channels and platforms, such as YouTube and Instagram, have accumulated large user bases. With this immense growth, brands are looking at digital influencers and social media stars as a valuable form of social engagement for online advertising campaigns.

The popularity of digital influencers has changed the definition of “celebrity,” forcing brands to rethink their traditional approach to working with celebrities. Listed below are four key insights as to why brands may prefer working with digital influencers.

1. Social Media Presence

Digital influencers have a strong following on social media. While traditional celebrities also have billions of followers across various social media channels, they don’t present the same authenticity as digital influencers. Digital influencers are seen as “regular people,” potentially with a greater online reach than idolized celebrities.  Because of this authenticity and accessibility on social media, digital influencers have a greater appeal to today’s audiences.

2. Price Point

Most often, celebrity endorsements are more expensive than partnerships with digital influencers. Extensive experience and previous track record add to the cost of using traditional celebrities.

3. More Tailored Audience

Followers of digital influencers pay close attention. They are a self-selected, very specific audience seeking advice and inspiration. By choosing specific digital influencers, brands narrow their audience.

4. Credible Third Party Endorsement

Whereas celebrities can provide exposure for a product, digital influencers can provide a certain level of understanding and connection to that product. A Twitter study found that social media users trust influencers nearly as much as they trust their friends. With that level of trust, a brand can benefit from the unique perspective influencers have on a campaign.

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