“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

Part II: 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

When determining effective talent for a brand campaign, it’s crucial to review their overall relevance and likability.

As mentioned in Part I, as the industry continuously leans towards a niche approach, it’s important to realize that digital talent engages younger audiences in a way that lets a brand resonate in a uniquely relatable way.

Arguably the truest way a brand can resonate with an audience is through their funny bone.

While traditional ad campaigns thrive off planned ‘tongue-in-cheek’ and slapstick humor, digital celebrities produce impromptu comedy that is immediate and personal.

Here are the final three influencers from the 2016 Variety Magazine study that particularly use comedy to enhance their YouTube clout:

  • PewDiePie: Since August of 2013, Felix Kjellberg (PewDiePie), has been the most followed YouTube account, only being surpassed once by YouTube’s Spotlight channel. The Swedish video game vlogger begins his videos with a high pitch, goofy voice making it seem as if every viewer is a close friend. His praise comes from the fact that he is genuine and unfiltered, which also drives controversy to his brand. While he may not always say the “right thing”, this vlogger speaks his mind on such an immensely influential platform, making him stand out as a truly new form of an artist.
  • Grace Helbig: This YouTuber has been an influential content creator since 2007 when she began YouTubing with her college roommate. Since then, Helbig has expanded her brand to podcasts, film, books, and television, where she created and starred in her own E! Network talk show. Marriott booked Helbig for a 2015 digital campaign for the brand’s direct booking service, calling for brand followers to “be more direct”. Helbig’s zany comedy chops offer an approach to viral storytelling that has an immediate appeal to young women.
  • King Bach : Andrew B. Bachelor, better known for his web alias King Bach, is most popular for his comedic Vine channel. Since the app’s downfall, Bach has transitioned from the 6-second platform to the big screen, stretching his 15.7 million fan base to multiple platforms. Bach uses parody to his advantage, having played Big Sean, Tupac Shakur, and Pharrell Williams in his short spoofs. Using these well known pop culture icons has allowed Bach to leverage his brand to unforeseeable levels. Bach has been used for several social media brand plugs, providing companies eyeballs that are increasingly difficult to reach via traditional means.

Comedy may not always be the answer for certain brands, but when trying to be direct with a young audience, it certainly presents itself as a viable option.

An authentic message is key, especially for Gen Z brand skeptics. Luckily for brands in the digital landscape, these six individuals are speaking their language.

photo credit: www.homeminterssante.com.br

Part I: 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

With the niche approach that digital influencers bring to their global platform, it is clear that the definition of “mainstream celebrity” has changed.

Especially for millennials and Gen Zers.

Variety Magazine conducted a side by side study that compared the positive Q-scores of top traditional and digital stars, a score that utilizes celebrity familiarity to further show respondent’s “favorite personalities”. Unfortunately, among all respondents, digital influencers still continue to be no match in the awareness category to upper echelon Hollywood starlets.

For digital influencers, overall awareness does not have to be an immediate goal. What matters most is the segment that they resonate with the most: age groups 6-12, 9-14, and 13-24 year olds. The non-traditional content that digital influencers produce attracts these young media message skeptics, plain and simple.

This group had an appeal to their youngest viewers that their overall Q-score doesn’t exactly reflect. What is clear by the Q-scores, is that those that are familiar with these digital influencers also consider them to be their favorite personalities and for many of these top influencers, they are equal to some well-known traditional celebrities. There are several digital celebrities that are finally reaching the same positive feedback as critically acclaimed actors such as Brie Larson and Jeremy Renner.

Unfortunately, a truly precise way to measure the effectiveness of digital influencer brand interaction is still in its infancy. As the industry climate shifted away from a traditional approach, we took a deeper look at the influencers that paved the way as a new breed of celebrity.

Based on the Variety Magazine study, here is a current list of 2016’s top six digital influencers who continue to use YouTube to leverage their brand image across multiple channels:

  • Pentatonix: This five-member a cappella got their break on NBC’s The Sing-Off, which awarded them a recording deal with Sony Music. The group has amassed 12.8 million YouTube subscribers by covering iconic songs and adding their own unique flare that appeals to a younger audience. Riding off their victory at this year’s Grammys, Pentatonix is one of the most desired influencer groups for brands that want to portray youth and vibrance.
  • Ryan Higa: This 26 year old comedian began his career as lip-synching YouTuber in high school. After experiencing difficulty with copyright issues, Higa has been able to transform his brand, owning an impressive 19 million YouTube subscribers. Now Higa spends most of his time in the parody K-pop band Boys Generally Asian, a group headlined by YouTube’s five most influential Asian YouTubers. 
  • Bethany Mota: This lifestyle vlogger loves to show off her fashion purchases and has been doing so via YouTube since she was just 19. Since then, Mota has started her own perfume and clothing line at Aeropostale, essentially saving the brand from extinction. Recently Mota broke the coveted 10 million subscriber threshold, unconventionally positioning her as a dominant force in the fashion market.

Please stay tuned for influencers 4-6, as these three have a knack for comedy that allows users to feel heightened connection to the content they create.

photo credit: www.marketingland.com

2017 Oscars Delivered Social Media Spontaneity for Celebrity Marketing

Despite last-minute excitement Super Bowl LI and the 2017 Oscars displayed, it’s evident traditionally pinnacle television events are not strongly impacting young audiences.

With a 4% viewership drop from 2016, the 2017 Oscars experienced its third consecutive viewership decline, marking 32.9 million viewers as the second lowest Nielsen viewership since 1974. The ABC broadcast continued the trend of low millennial appeal, bringing a 9.1 rating in comparison to 2016’s 10.5 rating in the advertiser-friendly 18-49 demographic.

Ratings may not tell the show’s entire story. This year’s show accrued a reported $115 million in ad revenue, likely to be the most lucrative entertainment event all year.

Largely, this is thanks to socially relevant personalized messages and strong celebrity influence in key Oscar associated brands.

Host Jimmy Kimmel did an incredible job of appealing to a younger demographic using social media. Echoing Meryl Streep’s Golden Globe political stance, Kimmel effectively live-tweeted President Trump, including “#MerylSaysHi”. This unexpected political and celebrity interaction stirred over 1.37 million responses via Twitter. This interaction was instant and memorable.

Kimmel also added an experiential event by inviting a group of unsuspecting Hollywood tourists to the ceremony, nearly crashing Twitter with tweets about a goofy tourist from Chicago named Gary. Unanticipated events, when paired with the right social influencers, brought millennials and Gen Zers to brands surrounding the show.

The political message spots such as the New York Times’ “The Truth is Hard” or Hyatt’s “For A World of Understanding” mirrored the active social voice of the show very effectively. According to a Brandwatch report, peak social media mentions came at the time when social issues were discussed during Viola Davis and Gael Garcia’s speeches.

However, being political doesn’t always define brand success, nor does it have to.

For high end brands who align with the affluent viewer base of the Oscars, it is important to have a strong celebrity influence within the brand’s message. Rolex, the official sponsor of the 2017 ceremony, implemented an impressive array of Hollywood icons into their one-minute spot “Celebrating Cinema”. The one-minute spot coincidentally featured the late Bill Paxton, triggering an immense amount of unanticipated brand awareness. This surprise appearance created a flood of positive social media responses, proving that timely nostalgia is a powerful theme with the Oscar viewer base.

The traditional means in which showcase events appeal to their expansive viewer base is evolving. No longer can traditional television be the bottom line goal. As seen in the Super Bowl’s first ever live ad spot and the Oscar’s live-tweeting frenzy, younger audiences appreciate an experience above all else.

That personalized experience is truly memorable when spontaneity and celebrity influence can effortlessly combine.

photo credit: www.flickr.com

3 Ways to Incorporate Celebrity Marketing via Pinterest’s Latest Experiential Tools

Now, with the roll out of a camera-based search engine for their 150 million unique monthly viewers, Pinterest positions itself among the elite social media celebrity marketing tools.

Considering the app’s niche approach to the marketplace, Pinterest has struggled to keep up with Snapchat and its innovative ad measurement technology.  70% of the company’s ad revenue came from the 11 major strategic marketing tools launched in 2016, propelling the app back into the forefront of innovative ad traffic measurement. Luckily for Pinterest, the number of advertisers using the app’s data offerings quadrupled by year’s end.

A majority of Pinterest’s marketing profit now hinges on tactics that are tailored for the app itself, differentiating Pinterest from its top competitors.

Pinterest recently introduced Lens, a mobile app that enables a phone’s camera to identify nearby objects and instantly display related items from Pinterest. The visual search technology is allegedly able to recognize 1 billion objects, allowing Pinterest users to ideally match any desired object in sight with a brand or product. With this type of experiential technology being added to the marketplace, it is certain that the younger user base that Pinterest has will immediately gravitate to the platform.

34% of Pinterest’s user base are millennials and older Gen Zers falling between the ages of 18-29, an age group that is highly receptive to visual and experiential marketing rather than traditional advertising means. For these younger users, once a trusted influencer is matched with a brand, the rest of the purchasing process is seamless.

Here are three ways Pinterest can have celebrities work with brands:

  • Keyword Campaigns:  Unlike the various other keyword campaigns that search marketers are accustomed to, Pinterest now has their ads posted as visual pins. Thanks to the app’s visual pin-saving structure, Pinterest can better understand how users are saving a celebrity’s interests. Pinterest can match celebrity interests with a designated brand and share that insight directly to advertisers through keywords. This allows the users, to in turn, intake promoted products at the utmost personal level.
  • Shop the Look: As an extension of Pinterest’s Buyable Pins program, which allows users to “pin” an item and purchase it right through the app, the ‘Shop the Look’ feature now allows Pinterest users to shop by pin preference. Macy’s, Nieman Marcus, and Wayfair are partnering with this innovative shopping filter, which opens up the floodgate for celebrities associated with those brands. Now if a user sees Adam Levine wearing Dior, they can simply”shop his look” and find products of similar brand, taste, and style.
  • Promoting blogs: Many celebrities have passions that align well with Pinterest’s theme of beauty, fashion, and home goods. Therefore, they also have the opportunity to promote brands associated with that interest. For example, Lauren Conrad promotes categories titled Primp, Wear, and Get Fit.  Many celebrity personal pins have products within them that are gifted from brands tailored to their unique interests, which drives an influx of traffic to those specific brands.  

While Pinterest may not possess the same universal social clout as Snapchat and Instagram Live, Pinterest has a unique opportunity to excite its niche user base with celebrity influencer interaction.

photo credit: https://c1.staticflickr.com

5 Ways Brands Can Use Immersive Celebrity Marketing via Periscope

Live video social media outlets have great potential for celebrity marketing.

Periscope is a social media app owned by Twitter that allows users to both share and stream live videos. Not only does it air 360 degree videos in real-time, it also lets viewers send messages during the live video that appear on the screen for the host and other viewers to see. Periscope has gained plenty of buzz, and will only continue to in 2017. In one month, Periscope had about 397,000 mentions on Twitter and who is primarily using the app to share videos? Celebrities.

Louis Vuitton capitalized on Periscope 360 at Paris Fashion Week when showing off their men’s fall line, having A-list celebrities such as Kate Moss, Usher, and David Beckham in the front row. Through the help of Periscope 360, Louis Vuitton was able to get 160,000 eyes on their show in the first hour alone.

With celebrities being hot to use the app, there is great opportunity for brands to team with celebrities.

Here are five ways celebrities can use Periscope live videos to help companies promote their brands:

The use of vloggers: Right now, YouTube is the main outlet for vloggers to share their expertise. Periscope Live could become a successful way for this new-wave of celebrities to be seen. Viewers can ask questions and pose their responses in real-time and the vlogger can answer live on camera. If a brand has a deal with a vlogger where they feature or review products, these social media platforms become another window for promotion.

Behind the scene at live events: Behind the scene footage of celebrities during big programs such as the Oscars or Grammys is a popular tactic on TV. However, celebrities are not likely to go in to much more detail about their beauty or fashion choices other than “I’m wearing Calvin Klein”. By using celebrity accounts on Periscope, brands can gift celebrities products to use in a “how I got my look” video featuring the brand’s goods.

Press conferences: When a campaign begins, it is common to hold a press conference. If the campaign involves a celebrity, having them appear at the press conference to speak and live stream on their Periscope account will bring more traffic to the event and cause more buzz about the brand and product.

Contests and special offers: Just like for any social media platform, user engagement is critical for effectiveness. Creating live contests or offers exclusive to viewers is a great option when using Periscope. Celebrities can either host the video or be involved with the prizes and offers.

Celebrity takeovers of brand accounts: If a company is interested in building more awareness of their brand they may want to look in to a celebrity hosting one of their videos. Promoting how fans can see their favorite star by watching the company’s channel is likely to draw in more viewers. Imagine a big name celebrity like Ed Sheeran taking over the BMW account to host a driving jam session. The number of viewers would be immense.

photo credit: https://c1.staticflickr.com

Super Bowl & Celebrity Marketing Brands Told Gen Z’s Story, Not Their Own

Many brands that welcomed the $5 million sticker price of a 30-second spot in Super Bowl LI implemented the tactic of timely nostalgia.

That reminiscent undertone didn’t merely attempt to tell the brand’s story–it attempted to tell the story of “you” the viewer.

The “you” for certain Super Bowl brands has been Gen X and Millennials. Capitalizing off of their 2015 double-digit growth, Audi tactfully destined itself for success with the 60-second spot that featured the late David Bowie’s “Starman”. The Audi spot “Commander” directly appealed to those that yearned for the sense of promise they were born with and had the purchase power to act on that feeling.

However, for Super Bowl LI the “you” for Super Bowl brands, had changed.

The “you” is now Gen Z.

This year Audi continued with their platform of nostalgic storytelling by chronicling a little girl in a homemade go-kart. Considering Audi has no women on their executive team, this year’s spot intended to accentuate social and economic gender equality, a theme that Gen Z is very passionate about.

Having been born between 1996 and 2010, early Gen Zers’ youth was marked by exposure to the economic struggle of the Great Recession. These individuals possess a mental and financial shrewdness that is forcing traditional brands to work with experiential creative tactics to become loyal users.

In 2016, Wildness, an L.A based firm that informs brands on the habits of Gen Zers, reported that 27% of teen Gen Zers created and shared original videos via social media on a weekly basis. Of the 3,000 polled, 84% had reported that they’d had some direct contact with a celebrity on social media.

This attention craving group craved that same attention from their Super Bowl brands in 2017 and Snickers effectively recognized that.

With a $44 billion spending power in the USA alone, Gen Z is the richest and most independent purchase influencer on the market. While Gen Z may not be ready to buy a luxury sports car, they will definitely buy a candy bar.

Well known for its playful “You’re Not You When You’re Hungry” campaign, the Mars brand has featured authority figures, such as Betty White, Joe Pesci, and Willem Dafoe. In its first full year, the campaign reported a 15.9% global sales increase and growth in 56 of the 58 markets in which it ran. While their current influencers may be older, the Mars winning creative formula should translate to Gen Z.

  1. Create a more compelling creative platform, on a large scale.
  2. Make the brand “iconic” with strengthened internal engagement and commitment.
  3. Relentlessly enforce a global approach.

Snickers attempted to appeal to Gen Z with the Super Bowl’s first ever live ad spot. Featuring a youthful influencer in Adam Driver, Snickers embarked on unprecedented experiential creativity. This revolutionary ad ran in the first break of the game’s third quarter, immediately keeping the attention of Gen Zers who tuned in for the halftime performance.

Driver was upset by the mayhem of the ad’s scene, which sparked excessive viewer anger and confusion. However, the Snickers spot was revealed to be an intentional faux with a follow up Adam Driver apology, which provided an effective call-to-action for fans to avoid their own hunger mishaps.

Regardless, live video will be a brand’s best friend in 2017 to connect to Gen Z, ensuring that they truly understand the immediate connection that makes Gen Z thrive.

Live streaming is exposing a brand’s vulnerability in a playful way. That is what Gen Z is gravitating to; immediate action with a level of spontaneity that makes the brand story feel as if it is their own.

photo credit: www.flickr.com