Enhancing Voice Experiences with Celebrity Marketing

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Using voice technology, brands distinguish themselves amongst competition and develop strong customer relationships.

Artificial intelligence are two words that have become common place in this newfound digital world. It is a form of reasoning and problem solving that allows computers and machines to function and guide intelligently. As artificial intelligence continues to evolve, voice-based devices have erupted onto the scene, leaving a lasting impact on the advertising industry.

With the introduction of voice search, consumers are more likely to speak into voice-based devices than enter a typed request. According to MarketingProfs, approximately 55 percent of teenagers and 41 percent of adults use voice search at least once a day.

In one year alone, sales of voice-based devices have quadrupled, from just 6.5 million devices sold in 2016 to more than 24.5 million in 2017. As consumers become more comfortable with voice-assistant technology, brands are forced to adapt to an environment of minimal control.

Brands must convey their messages in an almost subliminal manner accounting for consumers’ time, location and circumstance while retaining the value of the message. Keyword search is changing too, and as a result, SEO needs to take a more conversational approach, forcing brands to create new, engaging content to reach their audiences.

While creating new content in an ever-changing digital world may seem intimidating, there are several opportunities for advertisers with voice-based devices, including partnering with a celebrity.

Voice-assistant technology exposes a new form of “always-on” interaction between consumers and brands. It forms an instant, open dialogue, creating a conversational user experience.

Although there are a few voice assistants that dominate the market, like Amazon’s Alexa and Google’s Assistant, the barriers to entry are low, allowing brands both large and small to enter the voice technology space.

As voice technology grows globally, brands have the opportunity to monetize their audiences through “voice-native” ad experiences.

Importantly, millennials are driving the market for voice-based assistants. With millennials at the helm of voice technology, brands are able to target this large group of consumers by utilizing artificial intelligence marketing.

Voice technology can also be heightened by the power of celebrity. By partnering with a celebrity while also using voice-based devices, brands attract more consumers and develop a stronger relationship with their audience.

For example, Oprah became the first celebrity voice featured on Amazon’s Alexa, promoting the Favorite Things storefront on Amazon. While her voice is not a permanent feature, her audible presence helps draw attention to voice-based devices and the potential the technology holds for brands. The familiarity of a celebrity voice like Oprah is comforting and encouraging.

Screen browsing could soon become a thing of the past. Voice technology is game-changing technology with the potential to flip the digital world upside down. Brands who learn to adapt beyond the screen and into a world of voice-dominated advertising will settle market share and competitive advantage.

photo credit: Adam Bowle via Flickr.com

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Selling Authenticity with Celebrity Marketing

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Brands prove successful when trustworthy celebrities endorse their products.

Brands work tirelessly to create strong emotional and truthful connections with their audience. Because consumers connect well with celebrities on an emotional level, brands should select celebrities who carry a recognizable, authentic and credible demeanor.

As social media continues to become a window into the lives of celebrities, brands must work diligently to ensure that their celebrity partner promotes the same authenticity as the brand. Consumers frequently hold the expectation that brands will do more than simply sell a product, but rather work hard to create a trusting atmosphere.

To establish that trusting atmosphere, brands should partner with the right celebrities who can help promote products in the most natural and truthful way.

For instance, blatant and obvious brand advertisements posted on celebrities’ social media accounts do not create strong emotional ties. Consumers see right through these branded endorsements and keep scrolling. However, celebrity postings that integrate a brand’s product organically and convincingly will catch consumers’ attention.

For example, professional basketball player, Kevin Durant, built his relationship with Sparkling Ice on authenticity. Durant, a real life consumer of the zero-calorie carbonated water, was interested in a partnership with the company. As soon as Sparkling Ice caught wind of the Durant’s inquiry, they knew their sponsorship relationship would be a success because their bond was built on genuine, demonstrated interest.

Celebrity and influencer marketing has been rated as the fastest-growing way to grab online customers. Despite this success, marketers need to continually ask questions as the consumer landscape evolves.

What does our consumer base care about? How should we align the brand with those causes? What channels will have the strongest influence?

Although the answers to these three questions are not the same, all three answers address the same topic of authenticity. As brands have the opportunity to connect with consumers, they need to invest in the celebrity who best matches their beliefs as well as their audience.

In adopting the use of celebrity marketing, authenticity and transparency are critical. As information is more readily available in today’s social media landscape, consumers are not afraid to look beneath the surface and confirm that brands are using celebrities with credibility.

photo credit: geralt via Pixabay.com

Classic Brands Make a Comeback with Celebrity Marketing

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Nothing sells like a celebrity, especially when trying to bring older brands back to the forefront.

Brands leave long lasting impressions and establish strong bonds with consumers. In an ever-changing world, brands come and go, leaving consumers without their favorite go-to items. In order to bring a brand back to life, celebrity marketing builds awareness quickly, helps take market share from competitors and creates a strong emotional connection to buy.

Celebrities have long served as the public face of brands, but now they are being tapped to help brands return to the limelight. In addition to serving as a trusted trendsetter, celebrities serve as human billboards.

The popularity of classic brands can be traced back to various celebrities. Whether celebrities are endorsing a product, sporting the merchandise or even creating alliances, classic brands can meet or exceed previous success using celebrities to communicate their message.

For example, Reebok partnered with top fashion model, Gigi Hadid, in an effort to gain more popularity. Although the brand has been in existence for years, using celebrity marketing is the best method to invest in the brand’s existence for the years to come.

Similarly, Coach made a comeback using celebrity marketing. Despite being a top-seller in the 1990s, the logo-heavy leather goods fell out of the mainstream. In order to reemerge in the accessories industry, they used singing sensation, Selena Gomez. As the new face of Coach, Gomez has helped to create playful and eclectic designs that are a must-have for all young millennial girls, breathing new life into the brand.

While celebrity marketing is one of the most effective and successful ways to reintroduce a brand, it is not the only way.

Brands can make a comeback appealing to both old and new customers by tapping into nostalgia, completely overhauling and rebooting the brand, and utilizing social media as well as other digital channels.

As brand marketing continues to adapt and evolve, classic brands have managed to stay popular by using celebrity marketing. These classic brands remain successful because they have picked up on the one thing many disregard. That is, consumers strive for things they cannot have, and thus as an alternative, they choose to live vicariously through the products in connection with celebrities.

So, if you are the next brand thinking about making a bold comeback, who better to help market your product than a trusted, popular and admired celebrity. With their large following and strong influence, there is no denying that their help can restore your brand to what it once was.

photo credit: Matteo Mignani via Flickr.com

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 creating 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.

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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